| Summary: | 碩士 === 亞洲大學 === 經營管理學系 === 107 === This study intends to investigate the influences of perceived value and perceived risk on customer satisfaction based on symmetric and asymmetric thinking in data analysis. Accordingly, major proposes of this study are focus on investigating the impacts of brand image and quality on perceived value and perceived risk, respectively. In addition, this study further exploring the relationships among perceived value, perceived risk, and customer satisfaction. To assess the applicability of this conceptual model, this study employs an Internet-based questionnaires survey and distributed it to a sample consisted of consumers who had purchased the products or obtained the services. The statistical techniques adopts contain descriptive statistics, factor analysis, reliability analysis, structural equation modeling (SEM), and fuzzy set qualitative comparative analysis (fsQCA). In terms of symmetric thinking in data analysis, the results of SEM show that both brand image and quality can enhance perceived value, quality is associated with the perceived risk, and perceived value is significantly affects customer satisfaction. On the other hands, the results of asymmetric thinking in data analysis (i.e., fsQCA) show that there are five causal configurations (i.e., path 1 to path 5) found to be sufficient for high customer satisfaction in this study. For instance, path 1 indicates that when the brand image is high and perceived risk is low it can cause high customer satisfaction results. Furthermore, path 2 represents that even customer has low perceived value, if he/she has high evaluations with quality and low perceived risk at the same time, it also can achieve high customer satisfaction.
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