The Relationship among after-sale service, relation quality and customer loyalty – A case study of P company

• Main Author: 林黎明
• Other Authors: 黃蘭鍈
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/364p6q

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 102 === Abstract The current environment of SMEs is more difficult than that in the past after the financial crisis. Under this circumstance, the research on the customer purchase decision and relationship marketing has just done by our company, however, the study of after-sale service is still lacking in this field. It is necessary to investigate the after-sale quality so that the service chain can be completed. The study, which selects the librarians from the domestic libraries as the research participants, aims to explore and investigate the impact of after-sale service and relationship quality on customer loyalty. Based on the literature review as well as the quantitative method, the participants from more than thirty libraries take the questionnaire, and 258 of them are valid. Besides, several statistical approaches are taken to analyze the validity, reliability, correlation coefficient, and regression from the collected data. The outcomes reveal that after-sale has a significant impact on customer loyalty. In addition, relationship quality appears to have positive association with customer loyalty. Therefore, the company can obtain customer loyalty which leads to larger market shares by providing good service. Not only does the company have to take both the existing market and the new one into account , but it has to value the establishment of relationship quality, thus the business continuity can be realized. In short, on the basis of the outcomes, there are three recommendations: 1. Promote professional training for the employees. 2. Strengthen the employees engagement in after-sale services. 3. Boost the efficiency of message transfer. The implications of this study for management suggest that the company, to begin with, implement the after-sale training for maintenance employees, and then build up the good relationship quality with customers, as a result, it will bring about the customer loyalty.