The Impact of Cram School’s Marketing Capabilities and Brand Trust on Customer Loyalty

• Main Authors: Lin Yu-Jen, 林裕仁
• Other Authors: 黃識銘
• Format: Others
• Language: zh-TW
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/88448633679480563059

碩士 === 南台科技大學 === 高階主管企管碩士班 === 100 === This research is for the purpose of discussing the dual impact on the few children time and the multi-dimensional matriculation policies, the conditions which the parents choose the cram schools from are no longer focused on the grades of the traditional subjects but on raising the ability of the technique. When the parents get confused and feel untrustworthy on multi-dimensional matriculation, whether the cram schools can promote their own brand trust by their marketing capabilities and influence the customer loyalty (behavior and attitude). The research makes a survey the parents in Tanian city to discuss the impact of marketing capabilities on the brand trust as well as the influence of the brand trust to the customer loyalty. This research receives 293 valid questionnaires, which are discovered that the cram schools’ marketing capabilities, have positive effect on brand trust. Second, the brand trust has positive effect on customer loyalty. Third, the marketing capabilities have positive effect on customer loyalty. Brand trust has mediating effect of marketing capabilities and customer loyalty.Finally, according to the results, we propose the direction of the management and the further research.