Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 106 === The purpose of this study was to explore the relationships among customer empowerment, customer satisfaction and customer loyalty. A survey was conducted on the customers serviced in the hairdressing and beauty parlors near a private university in Taiwan. A total of 600 questionnaires, obtaining 516 regain questionnaires;therefore the regain rate was 86%, reaching a valid number of 465 questionnaires, with in an effective regain rate of 77.5%. The collected date was analyzed by descriptive statistics analysis, reliability and validity analysis, correlation analysis, and regression analysis.
After the data analysis the following results have been found:
1. The customer empowerment have a significant positive impact on customer loyalty.
2. The customer empowerment has a significant positive relation on customer satisfaction.
3. There is a significant positive impact on customer satisfaction and customer loyalty.
4. Customer satisfaction has a partial mediating effect on the relationship between customer empowerment and customer loyalty.
The mentioned conclusions, lead to further theoretical research and suggestions are proposed for assisting in the follow-up of this study.
Keywords: Customer empowerment, Customer satisfaction, Customer loyalty
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