| Summary: | 碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 99 === One of the preliminary steps for business in building long-term customer relationship is to establish customer loyalty by relationship marketing. With rapid change in marketing and technology surrounding, customer engagement (CE) is the marketing thought that has gained much attention of many scholars, they promote the influence of CE for business as well as develop theory and models of CE, but the importance of CE has not to be experimented in the related research yet. In this research, by purchasing products of Apple Inc. as the object of study, explored the manifestation of customer engagement behavior, the factors of affecting customer engagement behavior and examine the effects of mediator on customer loyalty between customer variable and customer engagement behavior. In addition to examine CE model of Van Doorn et al. (2010), it helps businesses to propose a CE strategy.
In this study, there are 364 valid samples. The results show: (1) Valence form, WOM strength and Goal Commitment are the manifestation of customer engagement behavior; (2) Satisfaction, trust, perceived benefits and value benefits are factors of affecting customer engagement behavior; (3) customer engagement behavior has indirectly influence on customer variable through customer loyalty, it means loyalty has mediation effect.
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