Exploring the Influences of the Bonds between Customer Satisfaction and Loyalty for Competitor''s Marketing-Mix Strategy -- By the Case of Mobile Phone Services

• Main Authors: Yi Wen Chen, 陳怡雯
• Other Authors: Chen Miao-Sheng
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/36626641356514118485

碩士 === 淡江大學 === 管理科學學系 === 90 === In the rapid and comparative business environment, enterprises should increase customer satisfaction to keep growing. Although customers feel unsatisfied, they still show loyalty because there exits some bonds between satisfaction and loyalty. Hence bonds can be thought a powerful barrier to unlock. This research takes telecommunication businesses in Taiwan for an example to examine: (1) a condition of customer satisfaction, bonds, loyalty and competitor’s marketing strategy mix. (2) the relevancy within customer satisfaction, bonds, loyalty and competitor’s marketing strategy mix. (3) further how competitor’s marketing strategy mix affects bonds. The research supports the following findings: 1.In satisfaction aspect, customer satisfies most with overall image of telecommunication businesses. In bonds aspect, business’ technological factor is valued most by customer, economical factor is secondary and cultural factor is worst. In loyalty aspect, a will of customer of choosing the same telecommunication business is the highest, but publicizing advantages of telecommunication business is the lowest. In competitor’s marketing strategy mix aspect, price causes customer to switch brand most but promotion lest. 2.About the relevancy within customer satisfaction, bonds, loyalty and competitor’s marketing strategy mix, competitor’s marketing strategy mix affects bonds positive and affects loyalty negative. On the other hand, satisfaction affects bonds and loyalty positive. 3.As to the affection between competitor’s marketing strategy mix with bonds, competitor’s price strategy affects legal, economical and cultural factor of bonds. Competitor’s channel strategy affects geographical, time, professional and psychological factor of bonds. Competitor’s promotion strategy affects economical and cultural factor of bonds. Finally, the outcome of research shows that technological factor of bonds is not affected by competitor’s marketing strategy mix.