The Relationship between Customer Orientation and Customer Loyalty: The Role of Product Importance and Product Individuality

• Main Authors: WU, PO-HSUAN, 吳博璿
• Other Authors: WANG, CHUNG-YU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/236nba

碩士 === 國立高雄應用科技大學 === 企業管理系 === 106 === In the past, few studies have focused on the relationship between customer orientation and customer loyalty. This study mainly focused on variables such as customer orientation and service quality to explore its impact on customer loyalty. In addition, product importance and product individuality are set as moderating variables. A total of 283 valid copies of the questionnaire answered by customers who had purchased insurance product/service were collected. Data was analyzed with IBM SPSS for Hayes (2013) PROCESS. Empirical results suggest that: (1) Service quality has a positive effect on customer loyalty. (2) Customer orientation has a positive effect on service quality. (3) Customer orientation has a positive effect on customer loyalty. (4) Product importance positively moderates the relationships between customer orientation and service quality as well as customer orientation and customer loyalty. These findings will provide significant theoretical contributions and managerial implications for insurance companies. Keywords：Customer Orientation、Service Quality、Customer Loyalty、Product Importance、Product Individuality