A Study of the Relationships among Customer Relationship Management, Service Quality and Brand Image - Yahoo! Kimo Shopping Mall as example

• Main Author: 張景堯
• Other Authors: 溫玲玉
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/55908548446779982594

碩士 === 國立彰化師範大學 === 商業教育學系 === 99 === The purposes of the study were to explore the relationships and influence among customer relationship management, service quality, brand image, as well as the intermediate effect of service quality. The study investigated consumers who has experience on Internet ever surfed and completed transactions, with convenient sample of quantitative research method. There were 530 questionnaires were sent to the consumers, and the usable questionnaires were 430 returns with 81.13% valid return rate. The collected data were analyzed by descriptive statistics, factor analysis, one-way ANOVA, Pearson correlation, multiple stepwise regressions and block regression analysis. The results of the study were summarized as following: 1.There were significant differences of demograplic variables on customer relationship management and service quality. 2.Customer relationship management, service quality, brand image had positive relationships and influences. 3.Service quality responsibility acted as an intermediate variable between customer relationship management and brand image. Based on the findings and conclusions, this study also provided some recommendations for relevant corporates and further study.