Assessing the Relationship Between Customer Loyalty and Its Antecedents：The Mediating Role of Corporate Image
| Autor: | You-You Wu, 吳瑜祐 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 The real estate industry market shows that the industry service quality often affects the consumers’ royalty. Along with the lifting of consumers’ purchasing ability, the market for housing transaction transparency grows rapidly. Many housing agencies are also promoting in the corporation image, and the cooperation image has been viewed as a powerful marketing strategy to be an information prompt. They are striving to establish their corporation image in consumers’ mind through celebrity endorsements & quality service. This study is aimed to investigate the effects of celebrity endorsements, corporate image, & service quality on the consumers’ intention to authorize the reality company they like to make a deal with. The survey is completed through questionnare data. 500 copies of questionnares were delivered to 500 experienced respondents in Taoyuan & all of the 500 questionnares were received effectively. The collected data were analyzed over software SPSS 17.0. The statistical methods including descriptive statistics, factor analysis, reliability analysis, validity analysis, & regression analysis are used to verify the hypothesis. The empirical study reveals that celebrity endorsements, corporate image, & service quality do have a significant impact on consumers’ decision making. In others words, Consumers take service quality, corporate image as well as celebrity endorsement. into consideration in the purchasing process. Even the endorser’s credibility, image, & gender have a positive influence on consumers’ repurchase intention. All the conclusion could be afforded to the reality industry as a reference. It could also provide a reference or basis for future academic researches. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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