| Summary: | 碩士 === 國防大學管理學院 === 資源管理及決策研究所 === 98 === Establish an effective difference, maintaining a unique and sustainable competitive advantage is a big issue. Customer-oriented era, not only pay attention to product features and functionality, but then create long-term trading relations and further to provide customers demand products and services inside and timely provision of product information, and increase opportunities for interaction with consumers.
The purpose of this study is to understand the relationship between trust and commitment to customer satisfaction and customer loyalty in the relationship between focusing on the relationship of trust and commitment and whether the above relationships play a key role in mediating variables, and then for the involvement of consumers in different The moderating effect of customer satisfaction and loyalty of its reasons. In this study, the actual data collection and use of SPSS and LISREL LISREL to conduct the assessment model, the correct inference direct connection to provide future business and community operators reference purposes.
The questionnaires in this thesis focus on people who ever to buy cosmetics in Taiwan. There are 341 questionnaires returned. The empirical results show that customer satisfaction and trust and relationship commitment were factors exhibited a positive relationship, trust and relationship commitment were also a positive relation with customer loyalty, trust and relationship commitment to customer satisfaction and customer loyalty at some intermediary between effect, the last involvement in customer satisfaction and customer loyalty is the effect of interference.
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