| Summary: | 碩士 === 僑光科技大學 === 企業管理研究所 === 107 === With the diversification of society, the modern business model has become consumer-oriented, and customers have the right to freely choose goods. If customers are not satisfied with the service of the products, they will not continue to purchase the products, resulting in the natural loss of customers, and The dissatisfaction message may be spread out, causing the company's social image to be affected, and even causing potential customers to have a poor stereotype. Therefore, improving service quality and ensuring customer satisfaction to create a competitive advantage is an important business philosophy for contemporary corporate management.
In today's society of diversified merchandise selection, once a customer is dissatisfied with the product or service,the relationship with the vendor is immediately terminated. Therefore, the survival of enterprises dependsmainlyon the support of customers, and how to attract customers to the door, customer satisfaction hasbecome the goal of all enterprises.
But, the empirical results of previous studies have not clearly shown a positive correlation between customer satisfaction and corporate financial performance. At the same time, from the perspective of investors, whether the research firm's investment in customer satisfaction will also help the long-term investment value of the company grow.
This study used the vendor data of the “Standards Enterprise Reputation Survey” held by the World Magazine from 2012 to 2016 as a sample object, and a fixed-effect regression model suitable for analyzing intertemporal data types was selected to verify the hypothesis.
The empirical results show that performance and customer satisfaction are positively correlated. Therefore, when the manufacturer is committed to the improvement of customer satisfaction, it can help profit, and customer satisfaction has a significant positive relationship with the company's long-term investment value. Manufacturers are committed to improving customer satisfaction, and the stock of this manufacturer should be a good stock worthy of consideration by investors.
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