| Summary: | 碩士 === 中華大學 === 科技管理學系(所) === 97 === The Beitou Farmers' Association has a lot of contacts with customers and therefore a lot of service work to do. The motive of this study is to discuss how to ensure the loyalty of customers, how to improve their satisfaction, and to discuss about the major strategy - whether a maximized satisfaction of the customer can be continuously guaranteed to make sure of a high loyalty of the customer and a maximized profit of the enterprise by examining from time to the relationship between inside and outside enterprises and improving the combination of relationship and marketing in the hope of achieving business performance. This study is supposed to further understand the different interaction between customers, as well as its cognitive and differences in every research variables. The purposes of the study are sorted out as follows:
1.To discuss the influence of marketing combination to the customers’ satisfaction
2.To discuss the influence of customers’ satisfaction to their loyalty
3.To discuss the influence of marketing combination to customers’ loyalty
4.To discuss the influence of marketing combination to the customers’ satisfaction and customers’ loyalty
5.To discuss the influence of demographic variables with marketing combination to the customers’ satisfaction and customers’ loyalty
By using purposive sampling, 300 questionnaires were distributed for this study. After filtering 262 of the questionnaires were in effect. The recovery ratio was 87.3%. The information was organized to documents and then analyzed by the Chinese version of SPSS statistical software package. According to research purposes and study architecture, the data was tested by descriptive statistics, reliability analysis, factor analysis, t-test, one-way anova (ANOVA), regression analysis and multiple regression analysis and other statistical methods to verify the hypothesis.
The Research hypotheses of this study are proven true. The customers’ loyalty of the Peitou Agricultural Exhibition is obviously impacted by the combination of relationship and marketing and by the customers’ satisfaction. The consumers pay a great attention to the services provided by the exhibition as well as the interaction. What’s more, they have faith in the reasonable prices provided by the exhibition. Therefore, it is even more necessary for the Peitou Agricultural Exhibition to improve their customer service mechanism and provide better service and prices in order to continue to seize the hearts of their consumers.
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