The Study of Relationships of Service Quality, Service Recovery, Customer Orientation and Consumer Purchase Intention—Case on the Consumer Electronic Products in 3C Distribution Channel

• Main Authors: Fang-Hsiu Wang, 王芳綉
• Other Authors: Yun-Hua Su
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/qdvb2j

碩士 === 靜宜大學 === 企業管理研究所 === 94 === Many scholars discussed the relationship between services quality and purchase intention in the past, however, little research has discussed customer orientation and purchase intention. From past references knew that service quality is the basic ability for current service firms’ competition, service recovery has impact on the future growth of service firms and customer orientation offers a guideline for company to deliver the best services to customers. The consumer electronic product has already become the mainstream of market demand, and consumers also pay attention to the transmittal process of products/services quality and matters after sale. Hence, how to maintain good relationship with customers and focus on customer demands to strengthen their willingness to frequently repurchase has become very important for 3C distribution channel. The purpose of this research is to explore characteristics and relations between service quality, service recovery and customer orientation, moreover to discuss the mediator “customer satisfaction” that how to influence purchase intention. Data was collected from 498 consumers who buying consumer electronic products and they have had the experience of bad feeling. The questionnaires made to test and verify theses causal relationship use of descriptive statistic, reliability analysis, Pearson’s correlation analysis, regression analysis and path analysis. The results suggest that (1) Service quality, customer satisfaction and customer orientation have a significant effect on purchase intentions; (2) Service recovery will affect purchase intention indirectly by customer satisfaction; (3) Service quality can affect customer satisfaction the most; (4) Customer satisfaction can affect purchase intention the most. The contribution of this research suggest that develop the recovery technology, improve service training for the front-line employees, maintain long-standing relationship with customers.