| Summary: | 碩士 === 南華大學 === 資訊管理學系 === 104 === With the research motivation and purpose, the target population of this research is based on customers who used to do online shopping for flowering plants. Questionnaire survey and statistical software SPSS 22 are used in this empirical research.
The main purpose of this reach focuses on the relevance among relationship quality, satisfaction and customer loyalty.
Having 305 effective questionnaires collected and a series of descriptive statistics, reliability analysis, independent sample T examine and correlation analysis applied to the research, the results show as follows:
•Gender and purchase frequency have a significant difference in relationship quality.
•Gender, purchase frequency and years of purchase have a significant difference in relation to customer satisfaction.
•Gender, profession, purchase frequency and years of purchase have a significant impact on customer loyalty.
•Relationship quality has positive effects on customer satisfaction.
•Relationship quality has significantly positive effects on customer loyalty.
•Customer satisfaction has significantly positive effects on customer loyalty.
The improvements in relationship quality and customer satisfaction can both enhance customer loyalty. The research not only helps to understand the present characteristic of shopping behavior when customers make purchases of flowering plants on the Internet, but also provides farmers and online shop operators with references when promoting sustainable agriculture, drafting online shopping management or making marketing strategies.
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