To explore the Influencing Factors of Customer Satisfaction & Their Effects on Customer Loyalty - Customer Involvement as a Moderator

• Main Authors: Yang, Yu-Ting, 楊于霆
• Other Authors: Shen, Ching-Lung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7hq9fm

碩士 === 國立屏東科技大學 === 企業管理系所 === 105 === In order to retain customers, many enterprises to change in products and marketing, to win over customers, cultivate loyalty, according to Reichheld & Teal (2001) said that customer loyalty is the key indicators to measure the performance of the company to create value for customers through the integration of all aspects of the business, with the academic and practical circles, the importance of customer loyalty has been is more and more obvious, especially in the retail industry, this research uses the Department store / shopping center as an example, in the fierce competition in the War Department store, each department store needs to have a more excellent than other mode of operation, can not be eliminated by the environment, and create the most important performance factors in customer loyalty, only retain customers and attract new customers, have the opportunity to create a higher turnover, therefore, the study on the extraction effect of customer satisfaction The antecedents of store service, store image, and customer relationship management are used to investigate the relationship between customer loyalty and customer involvement, and the involvement level is used as a moderator to investigate the relationship between customer satisfaction and customer loyalty. 　　 　　The purpose of this study is to have been to Kaohsiung and Pingtung area department store/shopping center the customer consumption as the main research object, by questionnaire and questionnaire of electronic field, a total of 427 questionnaires, 407 valid questionnaires, the effective questionnaire recovery rate is 95.3%.In addition, this study uses PLS, t-test and ANOVA difference analysis to do empirical research, and verifies the hypotheses and demographic variables in this study. After the PLS analysis, we find: (1) in-store service has positive impact on customer satisfaction. (2) store image has positive impact on customer satisfaction. (3) customer relationship management has positive impact on customer satisfaction. (4) customer satisfaction has positive impact on customer loyalty. (5) customer satisfaction has positive moderating effect on the degree of involvement in customer loyalty. (6) The demographic characteristics have apparent difference between all variables. Based on the research results, research and practical implications are addressed.