| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 100 === This research employs correlation and regression analyses to verify the website service quality. Customer loyalty, along with the popularization of internet and smart handheld devices, is still the most popular marketing research topics in the 21st century. In view of this, the managers of security dealers must consider how to provide investors better service under the circumstances that people more frequently place the orders online or through mobile than directly over the counter. Therefore, it is important for security dealers to set up satisfying online trading platforms for their clients. Moreover, improving the current system or providing better servie are also important to impress current clients and lure more investors from other dealers.
This research firstly reviews the factors which may affect the clients’ satisfication and loyalty. The examinations are then carried out by testing whether the five explanatory variables (efficiency, reliability, meet the requirement, privacy, and response), the mediator (customer satisfaction), and the control variables, and are capable of explaining to the dependent variable (client loyalty).
The research result shows that the customer satisfaction, including website service quality, product quality, and product price, significantly explains client loyalty. The three factors merit to be taken into consideration when establishing cloud system transaction service.
Keyword: website service quality, customer satisfaction, customer loyalty
|
|---|
