A Study of the Influence of Marketing Communication on Satisfaction and Loyalty- Take IT Networking Dealers for Example

• Main Authors: Ya-Feng Hou, 侯雅丰
• Other Authors: Yi-Ming Tseng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/95d923

碩士 === 淡江大學 === 國際商學碩士在職專班 === 97 === According to Internet World States, up to the end of June in 2008, there are around 15.4 million internet users, 67% of Taiwan population. The growth rate is 146% from 2000 to 2008 and it brings lots of market for networking equipment makers. It indicates networking products are popular in Taiwan market and the competition among these networking brands is fierce. Most networking suppliers use advertising and price discount to maintain the relationship with their dealers. However, is price discount able to bring customer’s loyalty? Does it stimulate customer to buy temporally only? The shifting cost for retailers is low. How to keep dealer’s loyalty is this study would like to find out. The samples are the networking dealers mostly located in the Taipei city and county, the north part of Taoyuan in Taiwan. 100 questionnaires were issued. 69 replied and 62 copies are valid. Descriptive statistical analysis, factory analysis, reliability analysis and regression analysis were applied to analyze data. The results are: 1. Marketing Communication Mix from networking suppliers has a positive effect to retailer’s satisfaction. 2. 「Sales Promotion and Direct Marketing」has a positive effect to retailer’s satisfaction. 3. 「Corporative Advertisement」has nothing to do with retailer’s satisfaction. 4. 「Public Relation」has a positive effect to retailer’s satisfaction. 5. 「Personal Selling 」has a positive effect to retailer’s satisfaction. 6. 「Advertising」has nothing to do with retailer’s satisfaction. 7. 「Company Image」has a positive effect to retailer’s satisfaction. 8. 「Retailers’ Satisfaction」has a positive effect to retailer’s Loyalty.