A Study of the Relationship among Service Quality, Customer Satisfaction and Purchase Intention - Watsons of Hong Kong Asset and COSMED of Taiwan Asset as Example

• Main Authors: Tseng, Feng-Ju, 曾楓茹
• Other Authors: Zhung, Ming-Kuo
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/95000840886020033602

碩士 === 大葉大學 === 管理學院碩士在職專班 === 98 === This study is aimed to explore the relationship among service quality, customer satisfaction and purchase intention, and to use Watsons of Hong Kong asset and COSMED of Taiwan asset as the research object. 352 effective samples are attained through the method of questionnaires to work on the empirical findings and the analysis. According to the result of the data analysis, we find that first, the service quality has significant positive influence on the customer satisfaction, and its secondary dimension, including tangible, reliability, responsiveness, assurance and empathy, also has significant positive influence on the customer satisfaction. Second, the customer satisfaction has significant positive influence on the purchase intention. Third, the service quality has partial significant positive influence on the purchase intention, and its secondary dimension, including tangible, reliability, assurance and empathy, also has significant positive influence on the purchase intention. However, there is no significant influence on responsiveness. Fourth, the customer satisfaction has partially mediated effect toward the service quality and the purchase intention.