| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 95 === ERP local industry over recent years, due to large enterprises have gradually saturated, the major manufacturers such as the Data Systems、SYSTEX focused on small enterprises. Local ERP manufacturers in the face of so many challenges of the environment, have to improve customer service quality, upgrade ERP industry’s brand image, and for different customer needs to provide diversified services, to enhance customer satisfaction, the purchase will increase again and the basis for long-term cooperation in order to improve business performance.
By the ERP users' angle, through the Structural Equation Modeling, took service quality, brand equity, customer satisfaction and switch cost as four causes, probing into their impacts on customer loyality. As subsequent upgrading brand image, service quality, customer satisfaction and price adjustment strategy of reference, increase customers will buy again and positive public praise.
This study was designed through questionnaire investigation, statistical analysis and then get 849 effective questionnaires altogether. Using narrating methods, such as descriptive statistics, reliability, validity, correlation coefficient and structural equation modeling, took the Data Systems ERP users in Taiwan as study parents. And then it was proceeded with description of study result and hypothesis verified.
Learning by the analytic result of real examples, four factors - service quality, brand equity, customer satisfaction and switch cost - had positive influences of different degrees and relativity for ERP users’ customer loyalty. Among them, the service quality is the most influential, the following sequences are brand equity, customer satisfaction and switch cost. Therefore, to promote ERP users’ customer loyalty, the most effective effect is to promote the service quality of ERP dealer. Second one is the brand equity. And then to promote the customer satisfaction and switch cost.
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