Effects of Digital Marketing and Electronic Word of mouth （eWOM）on Customer Satisfaction and Behavior Intention: Using Napoleon Customization Suits as Examples

• Main Authors: KAO, WU-HSIUNG, 高武雄
• Other Authors: HUANG, HAO-CHEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/38136341831190633169

碩士 === 國立高雄應用科技大學 === 財富與稅務管理系碩士在職專班 === 105 === This study is based on the digital marketing and online reputation of Napoleon Handmade Suits (Napoleon) to explore the impact of digital marketing and online reputation on its customers’ satisfaction and behavior intention. This study selected the customers of Napoleon as subjects and distributed 250 questionnaires, among which 230 were collected. The results show that Napoleon has enabled its customers to feel high service quality through digital marketing and online reputation, resulting in positive customer satisfaction toward Napoleon. When customers have positive satisfaction toward Napoleon, they will once again patronize Napoleon and recommend their friends to patronize it.