| Summary: | 碩士 === 中華大學 === 企業管理學系 === 105 === Domestic sales of the OA office furniture industry except Aurora and UB office systems companies, most of them are small and medium-sized companies.There are a small number of architects and interior designers, who cooperate with the above companies to sale OA office furniture. Some of traditional office furniture stores also sale OA office furniture in their stores.In this study, the company has been engaged in the industry for more than 20 years. The successful rate of the order obtained from new buyers by marketing visitions is 5%, the customer’s re-purchase is 46%, and the customer's recommendation is 62%.This indicates that the customer’s recommendation has the highest rate of purchase. However, there are few lieratures studying the OA office furniture industry related to the influence factors of the willingness of customer’s recommendation and other relevant topics.
The objective of this study is to use the questionnaire and in-depth interview to explore the influence factors of the customer’s recommendation and the willingness of customer's repurchase intention due to customer satisfaction. The study uses regression analysis and variance analysis to achieve the above objective, and finds that there is a significantly impact of customer’s recommendation on new customer’s purchase. The study also provides the relevant practical suggestions and operational improvement strategies for the OA office furniture industry.
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