| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 91 === Abstract
For service business, the nature of marketing is to develop customer’s long-term relationship that is valuable and the objective of marketing is to extend the achievement of enterprise operation. Due to different service industry and variation in operation type, the need is to classify service type, nature of service activity, and service performance etc before discussing service marketing. However, it is interesting that service industry can also include different scale of character. What would be the best mode to effectively run a business? This is the major issue of which our research is going to discuss.
The research mainly focuses on social network relationship that plays the role in consumer behavior and tries to find out how to promote consumer’s desire consumption again from the three variables, service quality, customer satisfaction, and social network relationship. Then, it utilized LISREL mode to verify the framework of the research.
The research not only verifies social network relationship and customer satisfaction that has the positive influence of re-consumption, but also proofs social network relationship that has the positive influence of customer satisfaction. Furthermore, for the recognition of service quality, social network relationship is obviously affected and shown that the establishment and promotion of social network relationship has more influence of service quality. The research has founded that service quality didn’t affect customer satisfaction as to what it has expected. From the result, for the service quality and recognition of satisfaction in some industries has affected one another. Hence, it needs to contain more component factors such as accumulation, shaping, and classification that can infer the relation between cause and effect.
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