Explore the Relationships among Enterprise Image,Service Quality,Customer Satisfaction and Customer Loyalty：A Case Study of Shin-Kong Mitsukoshi

• Main Authors: Hsiu-Fang Chou, 周秀芳
• Other Authors: 許炳堃
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/2c84r8

碩士 === 台南應用科技大學 === 國際企業經營系碩士班 === 103 === This study empirically investigates the relationships among enterprise image, service quality, customer satisfaction and customer loyalty for Shin-Kong Mitsukoshi. A questionnaire survey was conducted to fulfill this purpose using a sample of 300 effective questionnaires gathered from customers of Shin-Kong Mitsukoshi at Tainan branch. The analyses of statistics such as independent-samples t test, one-way ANOVA, regression analysisand SEM were used to analyze the data, with the software of AMOS and PASW Statistics. Also, the study examines whether customer satisfaction mediates the effects of enterprise image on customer loyalty. Finally, implications and future research suggestions are discussed. The main results of this research are as follows. 1.Enterprise imagehas aninsignificantly positive effect on customer satisfaction. 2.Service qualityis positively related to customer satisfaction. 3.Enterprise image and customer satisfaction have a significantly positive effect on customer loyalty respectively. 4.Customer satisfaction mediates the effects of enterprise image on customer loyalty.