| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 101 === This research aims at studying the effects of product value, service value, and perceived value on customer satisfaction and customer royalty, while focusing on the electromechanical industry as an example studying domain. The research sends out 360 questionnaires and receives 339 effective sample returns. The data analysis method in this research uses descriptive statistic analysis to do the structure analysis of the ensample data. Factor analysis is used to extract the main key factors of every aspect and to proceed to do the reliability analysis. Then structural equation model analysis is used to study the relations of the variables. Then, finally, variance analysis is used to study the variance effects of different attribute variables on the aspect factors.
The main conclusions of this research are:
1.The service quality has very obvious positive effects on customer satisfaction.
2.The perceived value also has obvious positive effects on customer satisfaction.
3.The customer satisfaction has obvious positive effects on customer royalty.
4.The service quality, through the intermediary influence of customer satisfaction,
has some indirect effects on customer royalty.
5.The perceived value, also through the intermediary influence of customer satisfaction, has some indirect effects on customer royalty.
6.Every aspects of product value, service quality, perceived value, customer satisfaction, and customer royalty all shows some variations because of customers’ different personal attributes.
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