The Study of After Sales Service Customer Satisfaction and Customer Loyalty-The Case of M Computer Company

• Main Authors: CHEN ,MING CHI, 陳明基
• Other Authors: CHUEN-PING CHANG
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/45514430693169201969

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 99 === After sales service is the key factor for customers to purchase continuously. Continuous buying is the main resources to support the enterprise. Therefore, promoting the quality of after sales service can improve customer loyalty and trust to keep customer of continuous purchase. This study aims to construct the relationships among after sales service, customer satisfaction, customer trust, loyalty, and promise. Research data are collected by questionnaire to customers of A computer company. Totally, 300 questionnaires are sent using the convenient sampling method, and 273 questionnaires are further checked as valid data. The valid recall percentage is 91%. The related statistics methods are frequency, one way ANOVA, and path analysis. Results show that there is positive effect for after sales service to willing of purchase. Customer trust and promise can positively affect customer loyalty to A company, and therefore improve the willing of continuous purchase.