The Attributes of Customer Loyalty for Frequent and Impulse Buyers:The Relationship Quality of Taiwan Furniture Retail Industry

• Main Authors: HUNG, WEI-HUA, 洪韡華
• Other Authors: 吳錦錩
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/5zfj4c

碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 102 === This thesis research is to inquire into the customer's relationship quality of Tai-wan’s furniture retail business.The goals of this research is to explore the customer's cognition toward relationship quality of furniture retail business, and to define the three frame surfaces of relationship quality in this thesis by two factors,behavior loyalty and attitude loyalty.All the economic constructions were launched on the apix of people's livelihood, and which initialed furniture industry. In recent years, furniture retail busi-nesss is influenced and followed by Taiwan’s economy circulation. Thanks to prede-cessors’ hard operation, furniture industry was developed rapidly. In spite of global finacial tsunami started from the end of 2008 caused tremendous impact, in reliance of tenacity and resilience, Taiwan’s furniture industry relocated and found new opportuni-ty in the changing arena.Meanwhile, more international competitors also joined in. The main issue which all Taiwan’s furniture retailers confronted with is how to attract new customers and keep the old ones with long-term relationships on behalf of ongoing comsumption and recommendation.In order to explain sufficiently the custom-er's relationship quality, The goals of this research is to explore the customer's cognition toward relationship quality of furniture retail business,and to define the frame surfaces in this research by two factors,behavior loyalty and attitude loyalty. This research adopts entity-and-asks questionnaire and network questionnaire to survey the customers who ever brought and ready to buy furniture and to collect their subjective cognition and experience, and so to set the evaluation indicators of behavior loyalty and attitude loyalty on the customer's relationship.This research might offer practical business suggestionsreference to Taiwan’s furniture retailers.