The Effect of Relationship Driving Factors on the Relationship Quality and Loyalty：A Case of Specialty Chemicals Manufacturers
| Autor: | Hui-Ju Chiu, 邱惠如 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Today, businesses have used Relationship Marketing widely. Through the establishment of relationship quality meets the needs of customers from their satisfaction and trust. Relationship quality is good or bad is also reflected in the performance of customer loyalty, enables existing customers to generate higher repeat purchase intention. B2B industry how to truly understand the needs of customers in order to maintain customer loyalty, consolidate customer repurchase intentions and word of mouth, further enhance their competitive advantage. The purpose of this study is to investigate what key factors affect the relationship quality and customer loyalty in specialty chemical industry, explore the driving factors of relationship quality, and the degree of influence of brand image, product quality, service quality, and professional competence on relationship quality and customer loyalty. This study used questionnaires data to statistical analysis, confirmatory factor analysis to view the reliability and validity of this study, through the regression model to explore the impact between the dimensions and differences in the extent. The empirical results show that the professional competence will be a significant positive impact on satisfaction; however, brand image, product quality and service quality will be not. Satisfaction affects the degree of trust than service quality; however, brand image, product quality and professional competence are not significant factors for the establishment of trust. Trust will affect customer repurchase intentions, satisfaction will not. The effect of satisfaction and trust on the word of mouth is not significant. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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