The Research of Factors Affecting Customer Satisfaction :Perceived Value as a Mediator and an Example to Taiwan Lottery

• Main Authors: WANG, YUEN-CHIH, 王越智
• Other Authors: WANG,CHUNG-YU
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/b3aay8

碩士 === 國立高雄應用科技大學 === 高階經營管理研究所碩士在職專班 === 102 === According to the data of Taiwan Lottery Company, there have been more than 5,000 lottery stores in Taiwan. This shows that promoting customer satisfaction under a competition environment has become the primary success factor of the lottery business. This research is to explore complete relationships between service quality, corporate image, product innovation, and customer satisfaction, with perceived value as mediating variable. Questionnaire was used to collect data, and finally 200 valid sample were adopted，the response rate was 91%. Through the regression analysis, the results are as the following: 1. Customer satisfaction will be positively influenced by perceived value. 2. Customer satisfaction will be positively influenced by service quality, corporate image and product Innovation. 3. Perceived value will be positively influenced by service quality, corporate image and product Innovation. 4. Perceived value has partial mediating effect upon service quality and customer satisfaction, corporate image and customer satisfaction, and product Innovation and customer satisfaction. This study also discusses the managerial implications of the results and offers suggestions for the future research.