The Impact of Customer Satisfaction and Customer Value on Brand Switching Intention-The Case Study of Women Underwear Industry and Cell-Phone Industry
| Autor: | Yu-Wen Kao, 高郁雯 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 With the uprising of female self-awareness, women have more to say about their own rights of their own bodies. Out of the progress of technology and development of new techniques, the life cycle of products is shortening; products with new functions are launched continuously. Manufacturers want to recall consumers’ passions via product innovations, however, new products launches bring greater competitions; thus, how to appeal consumers’ purchasing and lower their transferring rate is the concern that all the manufacturers need to emphasize. The past researches did not take switching cost, sales promotion campaigns and word-of-mouth into consideration, even other related researches, no matter domestic or overseas, seldom consider the influences of sales promotion campaigns, word-of-mouth and customer values for brand switching intention. Thus, this research is focused on the connections among the points mentioned above. This research is targeted on the consumers of women underwear and handsets. The hypotheses are demonstrated by descriptive analysis, reliability analysis, validity analysis and structural equation modeling. The conclusion of this research is customer satisfaction impact on brand switching intention, but customer value not impact on brand switching intention, customer value through customer satisfaction impact on brand switching intention. Finally, this research offered some suggestions. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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