Obtaining Sustainable Competitive Advantage from Customer Loyalty: A Perspective of Marketing-Mix Strategy and Corporate Social Responsibility

• Main Authors: Thai, Dam Huy Trung, 泰輝忠
• Other Authors: Chang, Chi Ya
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/c6xb2u

碩士 === 中國文化大學 === 國際企業管理學系 === 102 === This paper aims to identify customer loyalty as a business sustainable competitive advantage from the perspective of service marketing-mix strategy and corporate social responsibility (CSR), by examining the simultaneous effects of selected service marketing-mix elements including people, physical environment, and processes, and CSR as another independent variable on customer perceived value, trust, and loyalty in the smart phone industry. The study has been conducted with a questionnaire survey, using multiple regression analysis method with SPSS 18.0 software. The results from the empirical analysis shows that (1) The selected service marketing-mix elements including physical environment and processes of service providers present significantly positive effects on customer perceived value but not with customer trust; (2) The performance of service employees does not help enhance perceived value and trust of customers; (3) Customer perceived value appears remarkably in building trust and strengthening customer loyalty; (4) The trust and loyalty of customers are improved when customers have good emotional feeling, social recognition, and quality assurance when using the smart phones; (5) The price value is not significantly associated with the performance of physical environment, service delivery processes, as well as not help enhance trust and loyalty of customers (6) CSR plays a powerful roles in enhancing value perceived by customers, building trust, and improving customer loyalty (7) The perceived value is found as a full mediator between marketing-mix efforts customer trust and a partial mediator in the relationship between CSR and customer trust. (8) Customer trust partially mediates the relationship between perceived value and the loyalty of customer, and between the CSR and customer loyalty. (9) In addition, three dimensions out of the four, namely ‘emotional’, ‘social’, and ‘quality’ value ofperceived value do have a significant effect on customer trust and loyalty. Only the fourth dimension of perceived value, ‘price’ value does not influence trust as well as improve loyalty when customers are considering or while using a smart-phone.