The Empirical Study on Relationship between Customer Satisfaction and Customer Loyalty
| Autor: | Chueh Shan Ching, 闕山晴 |
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| Rok vydání: | 2002 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 90 Customer satisfaction surveys have become commonplace in many corporations over the last 5 years. Initially the emphasis was on measuring customers’ overall perceptions of service, the view being that an increase in satisfaction would lead ultimately to an increase in sales. This Empirical Study creates customer satisfaction and loyalty elements and more specific than before. To succeed in operation, the managers of restaurants have to emphasize not only the quality of foods but also the outstanding service quality, delivering what customers satisfaction and create customer loyalty. In an intensely competitive environment, many companies spend substantial time and resources on finding out customer satisfaction and their customer loyalty issues. Owing to economic situation competition and change speedy, the Quick Service Restaurants (QSR) becomes more competitive in Taiwan than ever as before. However, few researchers have conducted studies on customer satisfaction and their customer loyalty. But there are not enough for QSR industry. To develop QSR customer satisfaction and their customer loyalty scales. This study uses comprehensive procedures suggested by QSR research department and many scholars’ studies both from national and international. Focus groups and literature review were first employed to generate scale items. Finally, we hardly got 21 items for Customer satisfaction scales and 6 items for Customer loyalty scales. Besides, there are 7 items for interviewers’ profiles. It comes to model questionnaires for QSR. Then the scales underwent 3 times of purification procedures to reach stable results and good reliability and validity. The statistics used include descriptive statistics, t-test, Pearson correlation, factor analysis, Cronbach’s alpha. A 21—item Customer satisfaction scale and a 6-item Customer loyalty scale with good reliability and validity were developed as the results of this study. The developed scales could be used to further investigate customer satisfaction and their customer loyalty in the QSR industry by both researchers and marketing managers which is a valuable tool for QSR to track customer satisfaction and loyalty performance period. The key findings of this study provide an index and Empirical suggestions to those who can improve.We found the more we are concentrating on those elements of service, the more impact most directly on customer loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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