A Study of the Influence Relationship about Corporate Image toward Customer Intention –Culture Value as a Moderating Variable

• Main Authors: Kai-Chou Chang, 張開州
• Other Authors: WEN-HAI CHIH
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/wq6u6c

碩士 === 國立東華大學 === 企業管理學系 === 96 === The purpose of this research was to study about “A Study of the Influence Relationship about Corporate Image toward Customer Intention–Culture Value as a Moderating Variable ” and the goals were (1)To establish the conceptual structure about corporate image、service quality、relationship quality and customer intention; (2)To combine (a)the article about corporate image;(b)the paradigm about quality-satisfaction-loyalty;(c)the paradigm about relationship marketing , to establish and verify a theory about how to explain customer`s loyalty and make sure corporate image toward customer intention were coexistent.(3)To think about the difference about the paradigm of quality-satisfaction-loyalty and relationship marketing and articles were adopted from foreign ,Regard as this research ,we chosen and verified the influence of individualism and uncertainty avoidance toward each dimension. The research area covered whole Taiwan and we chosen the customers who buy 3C products . This research results were analyzed based on tests and verifications. The numbers of effective samples collected were 1186. The questionnaires were handed out on 12th of Apr 2008 and ended on 20th Apr 2008.. Taking customer intention as the point of view, the thesis probes into the influences on customer intention. Using SPSS 12 and AMOS 5.0 statistics software, Structural Equation Modeling (SEM) was constructed and used to certify the patency of the variables of the path number. In turn, it was used to certify the hypothesis, corporate image, service quality, relationship quality, customer intention. Besides analyzing which variables would affect customer decisions, customer intention was used to effectively raise the commercial results of 3C products retailer. As well as the reference basis for the customer maintenances and the reservation strategies of 3C products retailers. Concrete doable proposals were also provided. Research results had found: the most influential factor to the customer intention was relationship quality, second was corporate image and the last was service quality. Therefore, it was suggested to the 3C products retailers that among the business affairs of the 3C products retailers who should establish a good relationship quality between customer and 3C products retailers then to maintain a good corporate image ,Therefore,the final suggestion was to maintain a good service quality between customer and 3C products retailers .