The Effect of Electronic Word-of-Mouth, Perceived Value and Relationship Quality on Loyalty by Facebook Fan Pages
| Autor: | Pei-wen Lee, 李霈文 |
|---|---|
| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Dancing is popular in Taiwan. The population of people, who are engaged in dancing, is increasing dramatically. Lots of Dance Studios were established. This phenomenon is obvious especially in Street Dance Studio. The Dance Studios are actively engaged in Facebook fan pages, hoping to increase communication and interaction with Student Customers and build a long-term relationship with them. The research questions,The Effects of Electronic Word-of-Mouth, Perceived Value and Relationship Quality on Loyalty for Facebook Fan Pages.The subjects are of Student Customers from Taipei's the largest dance studio. Through questionnaire, we collect and analyze the related data. The result and suggest are made base on the analyzed summary. Furthermore, they are provided to the owners of those dancing studios as the references for the future online marketing. According to the analyses, Perceived Value has a positive impact on the Relationship Quality; Relationship Quality has a positive effect for Electronic Word-of-Mouth; Electronic Word-of-Mouth has a positive effect on the Loyalty; Perceived Value has a positive effect for the Loyalty; Relationship Quality have a positive impact on the Loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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