The Relationships Among Service Brand Equity, Convenience, Repurchase Intention and Customer Lifetime Value

• Main Authors: Ya-Ping Chan, 詹雅萍
• Other Authors: Paul C. S. Wu, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/02570618195420996053

碩士 === 真理大學 === 管理科學研究所 === 93 === In recent years, service industries become the mainstream of the economy. However, brand equity has rarely been studied in service industries. This research investigates the influence of service brand equity and convenience on customers’ repurchase intention and customer’s lifetime value. Sampling from the consumers of Tao-yuan area’s hyper markets, we collected 237 effective samples. Using LISREL, the results show that service brand equity and convenience have influences upon customers’ repurchase intention, and repurchase intention significantly affects customer lifetime value. According to comparison of complete mediation model and partial mediation model, customer repurchase intention is the pure mediating variable of the relationships between service brand equity and customer lifetime value as well as between convenience and customer lifetime value.