Analysis of the Influence of Service Quality on Customer Satisfaction and Loyalty - Taking Medicine and Biotechnology Company as an Example.

• Main Authors: WANG,CHIH-HUNG, 汪志鴻
• Other Authors: DAI,ZHEN-DE
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/28g3t2

碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士在職專班 === 106 === In today's rising consumer awareness, companies are paying more and more attention to customer satisfaction. In order to survive in a highly competitive environment and maintain their competitive advantages, only providing consumers with quality services is an essential factor in the sustainable management of modern enterprises. Because good service quality is the key to the success of a company in gaining competitive advantage. The purpose of this study is to study the relationship between the service quality, customer satisfaction and customer loyalty of a certain pharmaceutical biotechnology company in China. In this study, a questionnaire survey method was used. A total of 130 questionnaires were sent out, 126 valid questionnaires were returned, 4 invalid questionnaires were used, and SPSS software was used as a statistical analysis to implement coding and documentation for the questionnaires. Reliability and validity analysis and narration were also performed. Statistics, independent sample t-test analysis, single-factor analysis of variance (ANOVA), and regression analysis. After empirical analysis, the main findings are as follows: There is a positive correlation between service quality and customer loyalty, and there is a positive correlation between service quality and customer satisfaction. There is a positive correlation between customer satisfaction and customer loyalty. In the independent sample t test and single factor variance analysis, it was found that gender had no significant correlation with service quality, customer satisfaction, and customer loyalty. Age had a significant correlation with service quality and customer loyalty, but there was no significant correlation with customer satisfaction. While occupations are significantly related to service quality, there is no significant correlation between customer satisfaction and customer loyalty.