A Cross–Level Study of Customer Loyalty

• Main Authors: Sheng-Min, Lin, 林聖閔
• Other Authors: Ching-Lung Shen Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/nf5p28

碩士 === 國立屏東科技大學 === 企業管理系所 === 105 === As economy development and the change of life style, dinning-out becomes more and more popular and leads to the prosperity of catering market in Taiwan. However, recently, with fierce competition and recession, it has been an important topic for western catering industry to understand how to build up a better relationship with customers, enhance customers’ loyalty and retain customers as many as possible. In the past, most studies were based on suppliers’ perspective to analyze what the factors contribute to customer loyalty instead of basing on consumer behavior. The study treated positive emotion、trust、switching cost、service quality、corporate image and their impacts on customer loyalty. The moderators are service quality and corporate image. The survey was sent to consumers of 30 western restaurants in Kaohsiung by non-probability sampling. The delivery of the questionnaire was done by the study owner or the restaurants staff. 950 questionnaires were collected and 900 of them are valid questionnaires and response rate is 94.7%. Additionally, the study is conducted by HLM, t-test and ANOVA analysis to verify assumptions and cause-effect. After we use HLM to analyze, we discover the conclusions of this research indicate that; (1)The Positive emotion has a positive effect on Customer loyalty, (2)The Trust has a positive effect on Customer loyalty, (3)The Switching cost has a positive effect on Customer loyalty, (4)The Service quality has a positive effect on Customer loyalty, (5)The Corporate image has a positive effect on Customer loyalty, (6) Service quality have a positive moderating effect on the relationship between Switching cost and Customer loyalty,(7) Corporate image have a negative moderating effect on the relationship between Trust and Customer loyalty, (8) The demographic characteristics have apparent difference between all variables.Managerial suggestions are provided based on the above results.