The Relationship among Customer Relationship Management , Service Quality , Customer Satisfaction and Customer Loyalty－Taking Traditional Hardware as an Example

• Main Authors: Chen, Li-hsien, 陳麗鮮
• Other Authors: Dr. Chen, Kuang-ku
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/23728087953539071660

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 100 === Abstract Traditional family hardware industry must face to global impact and transformation pressure due to today’s globalized trade and developing product technology. To survive current intensive competition, good customer relationship and service are industry’s best competitive advantages. However, lack of relative research on customer relationship management, service quality, customer satisfaction and customer loyalty of traditional family hardware in Taiwan, issues of customer relationship and service are not taken attention seriously. Traditional family hardware is regarded as manufacturing only. In addition, it is difficult for traditional family hardware industry to build up loyalty relationship with low gross profit and unstable cooperative partners. What are the most issues of service quality concerned to traditional family hardware industry in Taiwan? This study is to explore the influence of customer relationship management, service quality, customer satisfaction and customer loyalty on Taiwan traditional family hardware industry. We purposed sampling of 330 questionnaires and collected valid responses for 330 copies. The response rate is 100%. Depending on the analysis of factors of constructions and regression, this research results to three main implications: 1. Customer relationship management has a significant positive influence on service quality; 2. Service quality has a significant positive influence on customer satisfaction; 3. Service quality has a significant positive influence on customer loyalty; 4. Customer satisfaction has a significant positive influence on customer loyalty. Keywords: Customer relationship management, Service quality, Customer satisfaction, Customer loyalty