Exploring the Impacts of Customer Relationship and Service Quality on Customer Loyalty - Customer Satisfaction as a Mediation

• Main Authors: Ya-LingWu, 吳雅玲
• Other Authors: Quey-Jen Yeh
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/dy925f

碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 107 === This study uses the Taiwanese customers of F Company as its research object to explore the relationship between customer relationship, service quality, customer satisfaction, and customer loyalty. Using Factor Analysis, Regression Analysis, and Analysis of Variance as statistical methods, an online questionnaire was created, and 100 valid questionnaires were collected. The research results are as follows: 1.Customer relationship, service technology, service knowledge, and service differentiation have a significant positive impact on customer satisfaction, with service differentiation having higher significance. 2.Customer satisfaction has a significant positive impact on customer loyalty. If a customer has high customer satisfaction, loyalty will increase. 3.Customer satisfaction has a strong intermediary effect on the processes of customer relationship, service technology, service knowledge, and customer loyalty. 4.Customer satisfaction has a weak intermediary effect on the process of service differentiation and customer loyalty. 5.Industry type has significant effects on the analysis of service differentiation, customer satisfaction, and customer loyalty. Research suggests that F company should create the advantage of service differentiation in order to effectively drive customer satisfaction and customer loyalty. The sales staff should provide new market information to customers so that customers can increase potential purchase demand. By enhancing the functions of the sales staff, the company can ensure its ability to meet customer demand to achieve service differentiation.