A Study of Relationship between Corporate Image, Customer Satisfaction, and Loyalty: A Case of Shin Kong Mitsukoshi in Taichung

• Main Authors: Lai, Mei-Ju, 賴美如
• Other Authors: Ho, Shu-Hsi
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/x8eupp

碩士 === 嶺東科技大學 === 國際企業系碩士班 === 107 === This study aims to explore the relationships between corporate image, consumer satisfaction and loyalty among the consumers for Shin Kong Mitsukoshi in Taichung. Data are from the consumers in Taichung. The methods include reliability analysis, description statistics, independent sample t-test, one way analysis of variance, and multivariate regression analyses to explore the relationship between corporate image, consumer satisfaction and loyalty among the consumers. The empirical results show: in terms of the demographic variables, female consumers show higher corporate image consumer satisfaction and loyalty than males. People who are industry and more earning show lower corporate image consumer satisfaction and loyalty than others. Consumers with junior high education show higher consumer satisfaction than those who with other education. In terms of consumer behavior, those who go to Shin Kong Mitsukoshi once one week and stay four to six hours show higher consumer satisfaction than others. Moreover, corporate image and consumer satisfaction show significant positive effects on loyalty. Off these, in terms of corporate image, Shin Kong Mitsukoshi department store building body has special characteristics, marketing strategy and better public relationship of Shin Kong Mitsukoshi; all of them show significant positive effects on loyalty. In addition, consumer satisfaction also shows a significant positive effect on loyalty particularly for the methods of return and exchange processing, peripheral service for Shin Kong Mitsukoshi and the smile of servers.