The Study on the Relationship between Customer Relationship, Service Quality, & Perceived Value and Customer Satisfaction & Customer Loyalty - An Example of 「The H MEDICAL INC」Case

• Main Authors: CHIA-CHENYU, 余家琛
• Other Authors: Fong-Kang Chu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/ea8vdx

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 101 === In this study, the researcher tries to discuss the relationship between customer Relationship、quality of Service、perceived value、customer loyalty、and customer Satisfaction for H Company. Random questionnaire surveys were taken in the analysis department of several hospitals. The participants are narrowed down to only user of H Company’s medical facilities. In total, 300 copies of questionnaires were collected, and 282 valid questionnaires were returned,with a valid return rate of 82.67%. Based on the purpose and assumption of the study, SPSS was adopted to analyze data. Statistical methods used in this study include Factor analysis, ANOVA, Duncan's test, T-test, Pearson's product –moment correlation analysis.After the analysis of the data and the validation of the assumptions, the following conclusions are drawn: First, customer relationship,quality of service,perceived value,customer satisfaction,and customr loyalty has positive direct influence on each other.Next,both customer relationship and quality of service have significant effects on customer satisfaction.Also,customer satisfaction has significant effect on customer loyalty. In the variables of demographic statistics, the different gender, level of education,and location of residence has no significant effect on customer relationship,quality of service, perceived value, customer satisfaction,and customer loyalty.However,different age does have a significant effect. Based on customer’s views on the service items promoted by H Company,we can see how information of H Company’s new products on the internet and high-quality technical training influence service quality.The critical steps for H Company to directly improve customer satisfaction and customer loyalty are through maintaining high-quality technical training and promptly updating product information on the internet.This point may be used as reference when the company is establishing marketing strategies. In the variables of demogtaphic statistic,the different sex,level of education and resident’s location had no significant effect on Customer Relationship、Quality of Service、Perceived value、Customer loyalty、Customer Satisfaction. The age had significant effect on Customer Relationship、Quality of Service、Perceived value、Customer loyalty、Customer Satisfaction. Based on the customer's views about the service items they promoted by H compnay, truely, the information of H company’s new products on web and high quality technical training will influence the service quality .The key point steps for H company to upgrade Customer Satisfaction and Customer loyalty direct through high quality technical training and update product’s information on web speedily. this point can be used as reference when promotion strategy is to be established.