A Study on Customer Loyalty of Exhibition-A Case Study of World Trade Center Taichung

• Main Authors: Yao-Jen Chang, 張耀仁
• Other Authors: Tarng-Ping Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/93452206274601146039

碩士 === 嶺東科技大學 === 行銷與流通管理研究所 === 98 === The major purpose of this research executes statistics analysis by using Structural Equation Model (SEM), and focus on the different effects of Taiwan MICE industry, motive, store Image, customer satisfaction, repurchase intention, and Word-of-Mouth. In order to make the business strategy on Company and have close look on customer needs is essential. This study is to explore the relationships among motive, store image, customer satisfaction, repurchase intention and word-of-mouth. Four hundred questionnaires were issued, and 296 questionnaires collected were valid for data analysis. In the meantime, 117 respondents participated in the network survey. A total of 413 copies are valid for the survey. The findings in this study are as follows: (1) As a whole, our study is testable and well-grounded. There are clear and definite causal relationships among the five constructs, (2) The motive has positive influence on the customer satisfaction, (3) The store image has positive influence on the customer satisfaction, (4) The customer satisfaction has positive influence on the repurchase intention, (5) The customer satisfaction has positive influence on theword-of-mouse intentionMotive and customer satisfaction