The Relationship among Customer Satisfaction, Customer loyalty and Product Involvement Degree – A Case of the Online Consumers in Central Taiwan

• Main Authors: Chuen- Hua Lin, 林春花
• Other Authors: Chiung-Yuan Hu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/79180319679081570583

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === With internet rapid development in today’s information era, from the customers’ and enterprises’ viewpoints, using internet in E-shop activities have intimate relationship with basic necessities of life, therefore online shopping has become an emerging profession after the development of computer internet science and technology. As the website platform or internet enterprises running business activities, they place the management Keypoints on developing new customers, providing different Kinds of benefits or preferences to attract the customers to do online shopping. They can also establish the enterprise image and the overall value, Promoting the customers’ degree of “the product fords-into”, maintaining the customers to enterprise’s loyalty. This research mainly confer the customers’ satisfaction degree, customer loyalty degree and the fords of online products, then discuss if there are any different relation-ship and inquires into each difference, the relate situation in disguised form among the above three mentioned. We found that the degree of “product fords into” has the con-trol action to the customers’ degree of satisfaction and customers’ degree of loyalty. We adopted paper questionnaire survey and network question naire survey to obtain the sta-tistical analysis results as follows: 1. On – line shopping customers’ satisfaction degree has remarkable differences with “repurchase wish” and “positive oral traditions.” 2. Customer’s degree of satisfaction has a relationship with customer’s degree of loyalty. 3.“The product fords – into” has the control action to customers’ degree of satisfaction and customers’ degree of loyalty.