A Study of the influences of Communication, Seller-Buyer Relationship Value and Relationship Quality on Customer Loyalty. Take Consumers of ADC Industry as an example.

• Main Authors: Gwo-Chn Tsao, 曹國政
• Other Authors: Tyson Jung
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/92878325033645519098

碩士 === 輔仁大學 === 管理學研究所 === 96 === Research reports show that, industry profit can be increased by decreasing customers’ disloyalty. Customers’ relationship and loyalty are the key factors to get higher profit. Therefore, companies shall focus on the way of maintaining current customers’ relationship. Through communication, customers can understand the company and enhance relationship between each other. However, there have been little comprehensive researches on communication, relationship value and relationship quality in an organization and customers’ loyalty. This thesis intends to explore whether or not a good communication will create a positive influence on relationship value, relationship quality and customer’s loyalty. Taking the customers of ADC industry as a target pool, 141 of effective questionnaires will be used to analyze descriptive statistics, reliability and validity, correlation by the statistic program of SPSS. The structure validity can be examined through the Structural Equation Model analysis of the AMOS model. The conclusion through hypothesis implication can infer to the positive effect on both the value and quality, further, the higher customer relationship value will improve the customers’ loyalty. In ADC industry, communication is the accelerant for customers’ loyalty, satisfaction, trust and commitment. This thesis also proposes a suggestion and a direction to the future research on the ADC industry.