A Study of Foreign Book Seller's Service Quality to Customer Repurchase Intention

• Main Authors: Yi-Yen Liu, 劉宜硯
• Other Authors: 廖本哲
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/26102531308866609812

碩士 === 中原大學 === 企業管理研究所 === 96 === According to the Book Publication Industry research report of Administration of Republic of China, language learning books have the most of publication in the Book Industry. The exam books of language learning occupy the most revenue in the industry. Beside, the language learning books mostly are bought by the people who own a facility to teach students how to learn the foreign language due to Taiwanese culture of sending their children or by his or her own willingness to such facility to learn foreign language after normal school or office hours. Meanwhile, most of studies focus on the relationship of Foreign Book Sellers to End Users (Facility’s Students) instead of to study the connection of the Sellers to the Facilities. This is the reason and motivation for me to do a different research and study to understand the Customer Service Quality effect between Sellers and Facilities. This research adopts the method of empirical study. It observes the Customer Service Quality will influence the customers’ (Facilities) willingness to purchase the same Foreign Book Seller again. This research also included two variable numbers by adding Brand Awareness and Customer Relationship Management to investigate the effect of Customer Service Quality. The questionnaire was sent out to 250 facilities that based on the 1206 facilities who are listed in the Education Office of Taoyuan County. Total of 218 questionnaires were received back. In result of receiving rate made up to 87.2%. Deducted the invalid questionnaire 25 copies, the valid questionnaire is 193 copies and the valid questionnaire receiving rate is 77.2%. Beside, adopting the SPSS Statistic Program to run the questionnaires and result to the following: 1. When the gap (Consumer Expectation - Consumer Consciousness) is bigger, the degree of Customer Satisfaction is lower - two presents reveals 2. Brand Awareness can disturb the gap to reveal to the degree of satisfaction influence – The high Brand Awareness to the gap has great disturbance, and also reveals the influence to the degree of satisfaction. The low Brand Awareness does not reveal to the gap disturbance, and does not reveal to the degree of satisfaction influence. 3. The degree of Customer Satisfaction to re-purchases reveals the influence – The degree of Customer Satisfaction is high. It reveals the wish of re-purchase is high, and the customers tend to recommend the other people to purchase the wish is also high. 4. Customer Relationship Management can disturb the gap to reveal to the degree of satisfaction influence – The high and low of Customer Relationship Management degree do not reveal the gap disturbance. The possibility to disturb the gap has multi-factors. The Customer Relationship Management in the Books Supplier Industry certainly not to reveal disturbance. According to the study, the foreign language books Suppliers should devote to promote the Customer Service Quality to enhance the degree of Customer Satisfaction, and increase the degree of Customer Satisfaction. Also, they should promote the Brand Awareness and complete the Customer Relationship Management. Beside, they need to enable old customers to be willing to continue to purchase, and also can obtain more new ustomers. As a result, the enterprises can hold the competitive advantage to be able to continue forever.