| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系所 === 101 === In the 21st century, the gobal information industry is in the competition environment, the rapid development of digital technologies has accelerated release of digital products in the market. With the improvement in living standards, domestic people are paying more attention to their living quality. Many high-tech manufacturers are thus dedicated to developing new and innovative products to satisfy consumer demands, resulting in an increase of competition in the 3C industry. Consumers have greater purchase power and no longer consider one single factor in the choice of products. Therefore, 3C chain stores need to understand consumers’ purchase decision, so as to effectively enhance their service quality, create customer satisfaction, induce customer loyalty, and remain competitive in the market.
This study investigated the relationships of “marketing strategy”, “service quality”, “after-sales service”, and “customer loyalty” among 3C consumers. The research sample comprised of 215 valid responses from consumers of Elife-mall Company. These responses were analyzed as follows: Marketing Strategy, Service Quality, and After-sales Service have significantly positive correlation with Customer Loyalty. Through stepwise regression analysis, marketing strategy, price strategy, promotion strategy, and responsiveness of service quality have been recognized by customers, significantly positive correlating with customers’ repurchasing will. Marketing strategy, price strategy, promotion strategy and the after-sale service have a positive influence on raising customer loyalty; but there is a negative influence on product stragety for the high similarities of products in 3C industry.
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