Investigating the Effect of Personality on Service Quality, Relationship Quality, and Customer Loyalty – A Case of Viet Nam Health Food

• Main Authors: Kieu Van Thanh, 橋文成
• Other Authors: Sen-Kuei Liao
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/r24egb

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 103 === Vietnam, Heath food is the destination in this research. The sales personnel and the customer of the Viet Nam heath food are the main survey object. The aim of this study is researching personality, service quality, relationship quality, customer loyalty and their relationship, in order to give related bureau as a reference for developing tourism industry. The method of this research was questionnaire survey, total number 500 questionnaires were issued, from which 312 valid responses were collected. This research used SPSS and AMOS as statistical tool to conduct confirmatory analysis, the data were analyzed by using descriptive statistics, reliability and validity analysis, correlation analysis, path analysis. The results of this research revealed: Personality positively influence for service quality; service quality positively influence for relationship quality; relationship quality positively influence for customer loyalty.