A Study of Relationship between Service Content and Satisfaction toward Loyalty : A Case of K Publisher

• Main Authors: Tai-chu LIN, 林岱駒
• Other Authors: Meng-Yu Cheng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/9y785t

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 104 === This study is mainly focus on researching in the connections between service quality and teachers’ satisfaction at the interation with the salespeople from the three publishers, which also causes an influence on the loyalty to the brand. 　　As a result, teachers in junior high schools were chosen as the subjects by choosing them from 96 public or private junior high schools in Taichung City as the population. Afterwards, 26 schools were picked at random.In this research, 260 questionnaires were dispatched and 254 were received in total. 　　The result presents the service quality of the publishers and the teachers’ loyalty to the brand are in direct ratio. Furthermore, teachers’ satisfaction also influences the teachers’ loyalty to the brand directly. 　　Eventually, teachers’ satisfaction will partly intermediate the effect on the service quality of the publishers and the teachers’ loyalty. Keywords：Satisfaction, Royalty, Service Quality, Brand image