The study of the Customer Loyalty for the Cultural and Creative Product Design Platform

• Main Authors: Jo-Ya Liao, 廖若雅
• Other Authors: 羅惠瓊
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/36625410362736519144

碩士 === 淡江大學 === 企業管理學系碩士班 === 104 === In recent years, most of the designers establish their brands through Sole Proprietorship or Joint Venture. Furthermore, the government promotes creative product market continuously. But the cost of the physical channel is higher than virtual channel’s ones. Therefore, the Cultural and Creative Product Design Platform became an important channel that designer sells products. The Cultural and Creative Product Design Platform how to develop customer loyalty is the study issue. Sold on the Cultural and Creative Product Design Platform, the products don’t only have the basic function, but also have to posses other important characteristics such as culture, creativity, emotion, aesthetics, or the story. Therefore, designers will deliver the value of products to consumers through their stories on the platform. In addition, the feature of Cultural and Creative Product Design Platform is not only a shopping platform but also a social network and Blog. It focus on customers’ sharing and interaction. Thus the study integrated with past literature and the characteristic of platform to generalize the dimensions of service qualities as stories, professionalism, interactivities, website design, customerization, and reliability. And the study combines the expanded model of customer loyalty and the service-profit chain to explore the impact of the services quality, the perceived value and the satisfaction on customer loyalty. The study developed a questionnaire to survey customers of the Cultural and Creative Product Design Platform, then 386 valid samples were collected. The study used SPSS and AMOS to analyze the data. As the result, the services quality would affect the customer loyalty through the perceived value or the satisfaction, in addition, the interactive effect of perceived value influence is greater than ones of the satisfaction. As mentioned above, the study suggests that the manager of the Cultural and Creative Product Design Platform can improve the service quality, such as stories, professionalism and interactivites, to evoke the epistemic value and the emotional value, and then finally customer loyalty is promoted