The Research of Relationship among Corporate Image、Buying Behavior、Customer Satisfaction and Customer Royalty — an Empirical Study on ABS Resin Maker in Taiwan

• Main Authors: Chen-Hsiang Fang, 方真祥
• Other Authors: Chung-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/82377783583940954321

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 95 === This research was aimed at the domestic ABS resin injection molder in order to discuss the relationship among corporate image, buying behavior, customer satisfaction and customer loyalty - an empirical study of ABS resin maker in Taiwan. Questionnaire survey was used as a major method by the research. Therefore, a total of the 300 questionnaires were sent out, and 154 valid questionnaires were returned, resulting in a valid return rate of 51.33%. The statistic software SPSS and AMOS were applied for the data analysis. The major findings of this study were presented below: There were no statistically significant differences between injection molding firms’ basic characteristics, such as capital, turnover volumn, time of establishment or their location, and four constructs of this research - corporate image, buying behavior, customer satisfaction and customer loyalty. After LISREL analysis of the research framework, the path-value between those constructs showed positive relationship. In direct effect, all routes got a positive significance besides Buying Behavior to Customer Loyalty. For indirect effect, Corporate Image could significantly affect Customer Loyalty through Customer Satisfaction. It also affected Customer Loyalty through Buying Behavior and Customer Satisfaction significantly. The cognition of ABS resin injection molders had shown that Chimei coporation got the highest corporate image rating; while the rest three ABS makers maintained the equinalently lower. By the result of statistic analysis, the factors of Buying Behavior construct had a bigger divergence. It might be the effect of price-orientation and could decrease the customer loyalty.