| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 96 === Following rapid information delivery and consumer behavioral changes, many enterprices position raise the customer satisfaction as the operational goals. However, facing the entrance of new competitiors in the environment, just raising the costomer satisfaction is not enough to create competitive advantage. Enterprices should transform customer satisfaction into customer value and loyalty. Hence, how to gain the customer loyalty has become a new topical subject.The past researches examine the effects of service quality, consumer satisfaction and consumer perceived value on loyalty. This study is different from the past study mainly in one aspect. We add the factor of corporate image and demographic characteristics to discuss the effects of loyalty.
This research is tested across one management consulting company in Taiwan, and uses the method of questionnaire survey with the customers of the company. Then applying Structural Equation Model (SEM) as the analysis implement to verify and adjust the modle and the hypothesis of this research. The results indicate the following evidences.Firstly, corporate image and service quality have no obvious impact on loyalty. Secondly, customer perceived value and customer satisfaction were mediator variables between corporate image and service quality on loyalty. Thirdly, customer perceived value and customer satisfaction have positive influence on loyalty, and the effects of customer perceived value indirectly through customer satisfaction on loyalty are weaker than customer perceived directly on value. Fourthly, in demography variables, Different number of course study on loyalty that has significant difference, but gender, industry and position have no significantly correlated with loyalty.
|
|---|
