The Study of Relationships between Customer Relationship Management, Relationship Quality, Customer Satisfaction and Customer Loyalty -A Case of Religion Foundation
| Autor: | Li-Wei Tien, 田力維 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 The differences between nonprofit orginizations and profit organizations are the earning distributing methods and establishing goals, and we hold nonprofit orginizations need customer loyalty as much as profit organizations do. This comes to our research motivation.We yearn for understanding how this religion foundation operates its customer relationship management and try to figure out the relationship between customer relationship management, relationship quality, customer satisfaction and customer loyalty. The empirical results support our hypothesis. First, customer relationship management positively effects customer satisfaction. Second, relationship quality positively effects customer satisfaction. Third, customer satisfaction positively effects customer loyalty. Forth, customer satisfaction is the mediated variable between customer relationship management and customer loyalty. Fifth, relationship quality is the mediated variable between customer relationship management and customer loyalty. We consider future research can describe the characteristic of branch leaders much clearer and focus the relationship among branch leaders’ characteristic, leading capability, customer satisfation and loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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