The Impact of Relationship among Flexible Manufacturing Capability, Relationship Marketing and Customer satisfaction on Customer Loyalty - Semiconductor Industry in Taiwan

• Main Authors: Jin-Yu Lin, 林堇郁
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/01346826078603213518

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 97 === The purpose of the study is to explore the impact of relationships among flexible manufacturing capability, relationship marketing and customer satisfaction on customer loyalty - Semiconductor industry in Taiwan. Questionnaire survey was used as a major method to the study. A total of 500 surveys were sent out, 265 surveys were returned. The questionnaire retrieve rate is 41.60%. The research method of this study includes descriptive statistics analysis, factor analysis, reliability analysis, validity analysis, and structure equation model (SEM). Through collecting and analyzing materials by and questionnaire, the study obtains the following conclusion: (1) The flexible manufacturing capability has positive effect on customer satisfaction; (2) The relationship marketing has positive effect on customer satisfaction; (3) The relationship marketing has positive effect on customer loyalty; (4) The customer satisfaction has positive effect on customer loyalty; (5) The mediating effects of customer satisfaction towards the flexible manufacturing capability can positive effect on customer loyalty; (6) The mediating effects of customer satisfaction towards the relationship marketing can positive effect on customer loyalty.