| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 89 === The relationship between customer satisfaction and brand loyalty has widely applied on business and academic fields. Furthermore, it is a very import part of marketing category. For this topic, most of the scholars focused on the singular and traditional industry. This research intends to probe into the combination types of customer relationship, customer satisfaction and brand loyalty from the view of different types of the Internet shops and consumer involvement degrees.
According to the background, motivation and the relevant research reports, we classify the types of internet shop into four: integrated shopping store, integrated information store, exclusive shopping store, exclusive information store by its product or service variety. We build the research model and indicate the relationship among involvement degrees, customer satisfaction, and also, the brand loyalty in the different types of Internet shops
By sending the questionnaire information through BBS, we got 572 included 175 invalid, 397 respondents were valid. After using structural equation model and regression by EQS for Windows 5.7b to analysis and examine the hypothesis, we find the important conclusion as below:
1.The relationship between combination types of customer relationship is positive completely.
2.The relationship between combination types of customer relationship and customer satisfaction is positive completely.
3.The relationship between customer satisfaction and customer loyalty is positive completely.
4.The relationship between combination types of customer relationship and customer loyalty is positive in four types internet shop (integrated shopping store, integrated information store, exclusive shopping store, exclusive information store), but with negative answer in the entirety shops.
5.The relationship between purchasing involvement and combination types of customer relationship is positive only in exclusive information store, others with negative answer.
6.The relationship between purchasing involvement and customer satisfaction is positive completely.
7. The relationship between purchasing involvement and customer loyalty is positive in integrated shopping store and exclusive information store; others with negative answer.
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