| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系 === 105 === The rapid progress of information technology accompanying the growing fierce competition environment, resulting in significant changes in marketing activities. Traditional mass advertising is not enough to fight for customer loyalty. Consequently, how to enhance service and customer relationship effectively to establish and maintain beneficial mutual relationships with customer has gained increasing importance. The service dominant logic proposed by service science emphasizes the value co-creation behavior between service personnel and customer including customer participation behavior and customer citizenship behavior. Furthermore, the value co-creation behavior determines customer perceived value and their satisfaction and loyalty in turn.The importance of perceived value is becoming more and more important. To improve customer loyalty and satisfaction, and then through the pre-prepared fault information, maintenance of parts and improve power personnel, corporate satisfaction, is now a very important issue.
This study based on the case of appliance repair to investigate the relationships among value co-creation behavior, perceived value, customer satisfaction, and customer loyalty. With those have appliance repair experiences within recent three months as sample and surveyed by Internet questionnaire. The SmartPLS as a tool for structural equation modeling (SEM) analysis.
Major research findings summarized as follows: (1) customer citizenship behavior significant affect customer perceived value, (2) customer perceived value significant affect customer satisfaction toward service personnel, (3) customer satisfaction toward service personnel significant affect their loyalty toward corporate, (4) corporate satisfaction significant affect corporate loyalty. These findings can help providing practical suggestions for corporate to enhance customer loyalty through value co-creation behavior.
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