The Relationship between Customer Equity,Loyalty Intention and Repurchase:A Study of Departmant Store.

• Main Authors: Chen-Chieh Chen, 陳貞潔
• Other Authors: Hsu-Hua Chang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/79821305729531882496

碩士 === 國立臺北商業技術學院 === 商學研究所 === 98 === Our research aim to find the relationship between the customer equity, loyalty intention and repurchase intention. Prior study doesn't consider the importnace of loyal equity. To make further step, our research adopt loyalty intention as a factor to confirm the mediate effect to customer eequity and predict customer repurchase intention. Our research use questionnaire investigation and had total 306 full samples. After our statistics analysis and make age, gender as control variable, we found that customer equity have positive effect to loyalty intention, loyalty intention also have positive effect to customer repurchase intention. Except many people known of inertia effect, our research also have aggressive attitude that loyalty intention play a direct mediate role in the relationship between customer and customer repurchase intention. Only the brand equity didn't show the positive effect. Finally, our research make some discussion about study result and managerial implication. We expect our study can make a new aspect to future research.