THE IMPACTS OF PERCEIVED PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER SATISFACTION AND LOYALTY ─ TV AS EXAMPLE

• Main Authors: Hao-Jiun Chu, 朱浩君
• Other Authors: Kun-Huang Yeh
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ygbb39

碩士 === 大同大學 === 事業經營學系(所) === 104 === Quality is one of the key competitive priorities for every industry, including manufacturing industry and service sector. Due to almost all consumers care about what the quality they buy and this affects the satisfaction level about what they buy, and in turn affects their loyalty. Therefore, quality is a key factor that any enterprise should be focus on. Specially, the competition is much intensive in the 3C industry, therefore, this study use TV as example to explore the effects of product quality and service quality on customer satisfaction and customer loyalty. Of the 380 questionnaires delivered, a total of 200 valid responses were received, yielding a response rate of 52.63%. Then the empirical data were analyzed by using SPSS 21.0 and the hypothesized structural equation modeling (SEM) was tested using AMOS 21.0. The research results show that: product quality has positive effect on customer satisfaction, service quality has positive effect on customer satisfaction, and customer satisfaction has positive effect on customer loyalty.