| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 102 === In recent years, the competitive key of enterprises has subjected to how to upgrade their product quality, service quality, price fairness and strive for well-rounded customer satisfaction and word of mouth to influence customer’s repurchase intention. Taiwan mobile phone market become more saturated, the industry is facing intense competition, the development of new customers become increasingly difficult, therefore each service provider must provide a better product quality, a variety of value-added service and good price to enhance customer satisfaction and word of mouth, then create loyal customer. Based on the past research focusing on the relationship between product quality, service quality, satisfaction and loyalty, this study further explores the effect on repurchase intention.
In this study, the survey subjects were the customers who owned a mobile phone and used it. The survey used convenience sampling method to collect data. 379 out of 400 questionnaires distributed were returned, so the overall return rate was 94.8%. 373 were valid questionnaires and the valid response rate was 93.3%. The empirical data were analyzed by using SPSS 21.0 and AMOS 21.0 statistical software to do the descriptive statistical analysis, reliability analysis, validity analysis, model fitness and structural equation modeling (SEM).
The research results are as follows: (1) Hypothesis H1 is supported, ie., product quality has positive effect on customer satisfaction. (2) Hypothesis H2 is supported, ie., product quality has positive effect on word of mouth. (3) Hypothesis H3 is supported, ie., service quality has positive effect on customer satisfaction. (4) Hypothesis H4 is supported, ie., service quality has positive effect on word of mouth. (5) Hypothesis H5 is supported, ie., price fairness has positive effect on customer satisfaction. (6) Hypothesis H6 is supported, ie., price fairness has positive effect on word of mouth. (7) Hypothesis H7 is supported, ie., customer satisfaction has positive effect on word of mouth. (8) Hypothesis H8 is supported, ie., customer satisfaction has positive effect on repurchase intention. (9) Hypothesis H9 is supported, ie., word of mouth has positive effect on repurchase intention.
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