The Effect of Corporate Image、Service Qualityand Customer Satisfaction on Customer Loyalty– A Case of Marine Lubricants Supplier

• Main Authors: Ku Chao Tsai, 古兆財
• Other Authors: Chung-Tzer Liu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/qe6nsw

碩士 === 東吳大學 === 企業管理學系 === 93 === In recent years, with the global energy source shortages and soaring crude oil prices, consumers’ sensitivity to the cost of oil related goods increased proportionately. From the business perspective, this will be a challenging test in the area of customer loyalty. Businesses are exploring how to employ effective customer relationship management approach to retain existing customers and gain new ones. These will lead to increased profit contribution which is one of the key factors to manage business growth and maintain its competitive advantage. The objective of this research is to explore the corporate image identity, service quality, customer satisfaction and customer loyalty, thus to provide a complete and comprehensive finding on the correlation of the four factors in customer relationship management. Same time , to apply the abovementioned management model, which is known as B2B within the oil industry. After the analysis of documented research paper and questionnaire surveys through various proven formulated methods, a research framework with Structural Equation Modeling was then established. Thereafter , to provide a summary of the research findings and recommendations. The above can be applied to or be used as a reference for academic research or businesses which are in the process of developing customer relationship management. Key Words : Customer Relationship Management ,Corporate Image , Service Quality, Customer Satisfaction , Customer Loyalty , Structural Equation Modeling