The Effect of Store Image, Service Quality and Brand Image on Customer’s Satisfaction and Loyalty: A Case of Buying the Large-Scale Electrical Home Appliances

• Main Authors: Chi-Tsung Chou, 周啟宗
• Other Authors: Shih-Hao Wu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/92773861246140192433

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === With development of national economy, service trade has already become the mainstream of industrial structure of Taiwan. Service quality and customer satisfaction have already become the focal point that every industry has managed. Therefore, how be among keen competition environment, it makes to be competition advantage of price, become the topic that is worth studying. This research was from May 1st 2007 to May 31st 2007, regard general consumers and used convenience sampling, the valid sample are 304. The regression analysis is used to exam the relationship between store image, service quality, brand image, customer satisfaction and customer loyalty in large-scale electrical appliances industry. In order to improve customers as the industry of the large-scale electrical home appliances the satisfied and reference subject of managing performance. The results show that customer satisfaction has significant relation to customer loyalty. Service quality and brand image are the key driver factor to customer satisfaction. There is no significant relation between store image and customer satisfaction but directly influence customer loyalty. This research also shows in addition, customers satisfaction will moderation the store image, service quality, brand image and customer''s loyalty. Hope this research can provide the large-scale electrical appliances industry a real diagnosis, responders localization their marketing strategies.