A Relationship Study of Perceived Value and Service Quality to Customer Satisfaction and Loyalty - An Example of M Company

• Main Authors: Ku, Hui-Chia, 古惠嘉
• Other Authors: 祝鳳岡
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7x892d

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 106 === This study aims to investigate the customer satisfaction and loyalty of neurosurgeons in medical centers, regional hospitals, and district hospitals after they used products provided by M company for craniotomy. Neurosurgery identifies conditions and disorders in central (brain or spine), peripheral, and voluntary nervous systems and treats the conditions through surgical methods. At the time this study is published, there are four hundred and twenty neurosurgeons in Taiwan, yielding annual value rounded to seventeen billion NT dollars. This study incorporates both quantitative and qualitative research methods. Within the given context, four variables are studied: perceived value, service quality, customer satisfaction, and customer loyalty. In order to determine the relations of these variables, this study develops six hypotheses: 1. Perceived value has a significant effect on customer satisfaction. 2. Perceived value has a significant effect on customer loyalty. 3. Service quality has a significant effect on customer satisfaction. 4. Service quality has a significant effect on customer loyalty. 5. Customer satisfaction has a significant effect on customer loyalty. 6. Enterprise statistic variables have significant effects on perceived value, service quality, customer satisfaction and customer loyalty respectively. This study incorporates both quantitative and qualitative research methods. Within the given context, four variables and their relations are studied: perceived value, service quality, customer satisfaction, and customer loyalty. Based on these variables, this study further develops six hypotheses: 1. Perceived value has a significant effect on customer satisfaction. 2. Perceived value has a significant effect on customer loyalty. 3. Service quality has a significant effect on customer satisfaction. 4. Service quality has a significant effect on customer loyalty. 5. Customer satisfaction has a significant effect on customer loyalty. 6. Enterprise statistic variables have significant effects on perceived value, service quality, customer satisfaction and customer loyalty respectively. The final draft of the survey was revised according to the results of a pre-test through thirty questionnaires. The formal survey was conducted digitally, with 257 out of the total of 350 questionnaires collected. Among the responses, 159 were valid. The effective response rate is 61.86% The study concluded that in order for M company to maintain a high level of customer satisfaction, it should invest more in product innovation and employee training. This serves as a clear direction for M company to improve its future performance.