An Empirical Study of the relationship Among the Marketing Mix of Industrial Products, Partership, Customer Satisfaction, and Repurchase Intention：The Case of Aluminum Industrise

• Main Authors: Yao-Wen Hsu, 許耀文
• Other Authors: 余明助
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/57615659375082151738

碩士 === 長榮大學 === 經營管理研究所(在職專班) === 94 === This study takes aluminum industries as the objects and the research framework is based on customer satisfaction as intermediate construct linking the marketing mix of industrial products with the relationship between partership and customer satisfaction. We focus on the research of the relationship among the marketing mix of industrial products, partership, customer satisfaction, and repurchase intention. Dispatched the questionnaires utilized the way of snowing-ball sampling method. The total 120 questionnaires were sent via researcher’s personal friendship in aluminum industries. The 93 questionnaires were retrieved by phone and the rate of recovery was 77.5%. This research made use of factor analysis and reliability analysis, multiple regression analysis, ANOVA analysis, and path analysis to examine the hypotheses that were presented in this study, results are as follows: 1. The marketing mix of industrial products and partership had an influence on customer repurchase intention through the intermediate variable "customer satisfaction ". 2. The marketing mix of industrial products and partnership will cause influence on customer satisfaction directly. 3. Partership will cause influence on the customer repurchase intention directly, but the marketing mix of industrial products will not. 4. The customer satisfaction could directly affect repurchase intention.