| Summary: | 碩士 === 南台科技大學 === 高階主管企管碩士班 === 98 === Since 2008 world into an unprecedented financial tsunami Holocaust, the United
States, European Union had led, breaking the world economic order, but also upset
the world financial system, so that environment will again re-shuffle This scourge of
human boomerang, deep impact on the survival of each country, a more serious
impact on the livelihood of every family, the unemployment rate rising, soaring raw
materials wantonly, so this wave of financial tsunami Under the catastrophe were
badly hit.
This study investigated the dealer to margarine to "relationship marketing, service
quality, customer satisfaction and customer lifetime value to the value relevance of"
systems used questionnaires issued 56 questionnaires, 53 questionnaires were
removed invalid Questionnaire 1, a total of 52 valid questionnaires, response rate was
92.9%, and using Windows SPSS statistics software for statistical analysis tool, the
sample factor analysis, t test, ANOVA analysis, correlation analysis, regression
analysis, hierarchical regression analysis, cluster analysis, path analysis, analysis of
findings:
1. This study of different personal characteristics margarine dealers variables on
relationship marketing, service quality, customer value, customer satisfaction and
customer lifetime value has significant impact on the cognitive part.
2. Different personal variables margarine Dealers (gender and marital status, gender
and position, the number of employees and level of education, marriage and jobs,
capital and level of education, education, and business turnover, the region) on the
relationship marketing , service quality, customer value, customer satisfaction and
customer lifetime value differences arising from the case, ANOVA analysis of
variance to compare the variables of the main effects and interactions, not significant.
3. In this study, margarine dealers on relationship marketing, service quality,
customer value, customer satisfaction and customer lifetime value of the variables
was significant correlation between.
4. Margarine distributor on relationship marketing, service quality, customer value,
customer satisfaction and customer lifetime value of the variables between the most
significant positive effect.
5. Different clusters margarine dealers on relationship marketing, service quality,
customer value, customer satisfaction and customer lifetime value of the cognitive
variables, significant differences between the sex.
Based on the above findings, this study provides suggestions for margarine industry
as a business development marketing methods and reference for future research.
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