A Study on the Relationships among Enterprise Image, Service Quality and Customers Repurchase Intentions：Taking “C” Insurance Company as an Example

• Main Authors: Chin-Wei Wang, 王精偉
• Other Authors: Tze-Chin Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/98152887459265325546

碩士 === 龍華科技大學 === 商學與管理研究所 === 99 === The purpose of this research is to investigate how corporate image and service quality affect the willingness of repurchase. Questionnaire survey was used and 300 customers, living in Wanhua District, Taipei City, of “C” insurance company was approached. The questionnaires were issued after pre-test and revision. The measurement scale is based on Likert five-point scale. The retrieved questionnaires were analyzed via SPSS10.1, and statistical methods utilized for data analyzing include 1. reliability analysis, 2. validity analysis, 3. descriptive statistics, 4. co-relation analysis, and 5. regression analysis. The research findings are shown below: 1. The image of an enterprise has significant positive effect to service quality. 2. The tangibility and reliability of Service quality has significant positive effect to corporate image. 3. The image of an enterprise has significant positive effect to the willingness of re-purchase. 4. The result of analysis of regression demonstrates that the better corporate image, store image, and product image has significant positive effect to willingness of re-purchase. 5. The service quality has significant positive effect to the willingness of re-purchase. 6. The result of analysis of regression is that tangibility, empathy and reliability of service quality has significant positive effect to the willingness of re-purchase, and, empathy has the highest impact.