Quality, Satisfaction, and Customer Loyalty: Investigating the Moderating Effect of Channel Choice

• Main Authors: Sweden Huang, 黃瑞典
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/57537431815828963944

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === ABSTRACT It has been a fruitful long trace that people domestically and internationally are doing research on “perceived quality”, “customer satisfaction” and “customer loyalty”. But along the line, people are accepting all kinds of retail channels gradually, and not scared by unconventional virtual outlets anymore; for example, mail order, TV and Internet shopping. But based on the popularity of new buying ways, are consumer behavior changed? In other words, we have not yet proved that above mentioned points; “are perceived quality, customer satisfaction and customer loyalty changed due the new trend”. This research is based on the data of people who had “Pre-Order” experiences, and to understand their “perceived quality”, “customer satisfaction” and “customer loyalty”; also their inter reaction and/or reflection result comparing with a normal purchasing behavior. We are analyzing the data by going through special designed questionnaire, and using SPSS software. And the positive result shows on perceived quality, customer satisfaction and customer loyalty; especially the area that customer satisfaction directly reflects the customer loyalty. However, we also find out that choosing a different retail channel does not significantly change the influence of the ratio between customer satisfaction and customer loyalty. This research also uses factor analysis to categorize following qualities: “Reliability”, “Serviceability”, “Self-Image” and “Brand Reputation”. Among these, the reliability of quality is the most influential factor to customer satisfaction, next is the customers’ self image, serviceability is on third place, which represents if product is convenient to be returned or exchanged, is it easy to be maintained or it comes with good related services, and if a delivery charge is reasonably priced; and above reasons directly effect the customer satisfaction. Last, it is the brand reputation; the better the reputation of product and company, the better customer satisfaction level is increased.