The Effect of Corporate Image to Customer Loyalty on On-Line Store

• Main Authors: Mei-Hui Wu, 吳美慧
• Other Authors: Chung-Tzer Liu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/07623507146214619923

碩士 === 東吳大學 === 企業管理學系 === 95 === In internet environment, the decreased searching cost makes customers easy to compare product and service among different online stores. Customers are hardly loyal to the same company due to the characteristics of internet. For the high uncertainty of on-line purchasing, online store can build corporate image to make customers familiar with product/service and diminish their perception of risk. Elite corporate image influences customers’ judgment, positive word-of-mouth, and customers’ trust. Finally, this makes customers willing to buy at higher price and enhance their purchase intention. This research uses internet service quality to investigate the relationships between corporate image, positive word-of-mouth, and pay more. Moreover, this research discusses whether corporate image can lower customer perception of risk, accelerate customer to pay more, and pass positive word-of-mouth. In the end, this research highlights the question that whether corporate image, positive word-of-mouth, and pay more can make customer loyal to corporate or not. This research indicates that internet service quality has a positive direct impact on corporate image and positive word-of-mouth. Corporate image has a positive impact on pay more. Corporate image, positive word-of-mouth, and pay more have positive impact on customer loyalty. Online store should build corporate image, encourage positive word-of-mouth. Using customized and unique service is a good way to make customers pay more, yield large profit for corporate.