Research on Customer Loyalty to Traditionally Managed KTV

• Main Authors: Lin, Pi-Chin, 林碧琴
• Other Authors: Chang Chien,Yu-Ching
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/51618142484774442221

碩士 === 康寧大學 === 企業管理研究所 === 102 === It is not easy for the Entertainment industry to survive in the sound of rising prices. Coupled with 3C products development, people can easily download songs from the Internet. Therefore, the ways to effectively keep loyalty become very important elements to for the KTV industry to consider. In this thesis, the researcher tried to explore the relationships among the service quality, repurchase intentions, customer satisfaction and customer loyalty for the traditionally managed KTV industry’s reference. In this study, the questionnaire was served as a tool to collecting data for analyzing different population variables to service quality, customer satisfaction, and customer loyalty. Secondly, to analyze the correlations performed among service quality, customer satisfaction and loyalty. Thirdly, to examine whether the service quality or the customer loyalty can serve as a reference to predict the customer satisfaction? Based on the data analysis, it was found that the service quality to population variables including genders, ages, educations, incomes, vocations, marriage, frequencies of consumption carried no significant differences. It was suggested that the KTV industry had better not do the selective expectation. However, the service quality did affect the frequency of consumption. Similarly, customer satisfaction has a similar situation. The two independent variables, service quality and the customer satisfaction, were positively correlated to the customer loyalty. That is, the higher the service quality and customer satisfaction were, the higher the customer loyalty gained. In addition, since customer loyalty, service quality, and customer satisfaction were positively correlated, the customer loyalty can be predicted based on the service quality and customer satisfaction