The association among customer relationship management, satisfaction, loyalty and service quality for home-delivery company：A case study of Maple Logistics Express

• Main Authors: Chun-Jen Chen, 陳俊仁
• Other Authors: 陳放子
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/49269036461897263389

碩士 === 台南應用科技大學 === 商學與管理研究所 === 99 === With the rapid changes of times together with the remarkable advances in science and technology, customers are more demanding in the domain of the service quality of freight transport. Customers nowadays prefer a more convenient mode of consumption. Under the circumstances, home-delivery companies which are well-known and have been operated overseas for decades increase rapidly in Taiwan. They offer customers a better quality of life. This study aims at the customers of a Maple Logistics Express Company and analyzes its competitive advantage in the hope that the findings of this study will be a great benefit to the marketing strategy and to the increase of the market share in the future. The purpose of this study is to explore the relationship among customer relationship management, service quality, customer satisfaction and customer loyalty for home-delivery company. A questionnaire survey was conducted to fulfill this purpose using a sample of 321 effective questionnaires gathered from customers in five service areas of the maple logistics express company at Tainan branch. The analysis of statistics such as independent-samples t test, one-way ANOVA, regression analysis and canonical correlation analysis were used to analyze the data. The main results of this research are as follows. 1. Service quality has a significantly positive effect on customer satisfaction. 2. Customer satisfaction has a significantly positive effect on customer loyalty. 3. Customer relationship management has a significantly positive effect on customer satisfaction. 4. Service quality has a positive effect on customer satisfaction and customer loyalty, proving that customer satisfaction fully mediates the effects of service quality on customer loyalty. 5. Customer relationship management has a positive effect on customer satisfaction and customer loyalty, proving that customer satisfaction fully mediates the effects of customer relationship management on customer loyalty. 6. Service quality and customer relationship management are significantly positively correlated.