A Study of Relationship Trust, Relationship Value and Customer Loyalty-A Case Study of an Afterschool Educational Institute in Tainan City
| Autor: | Yan-Chu Chen, 陳雅筑 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 The birthrate in Taiwan has been decreased significantly in the last decade, fertility desire for people nowadays were generally low. However, according to the statistics from the Minitry of Education shows that at near few years the increase rate of Cram school was a substantial growth rather than decline .As a cram school owner, to face the impact of low birth rate and parents knowledge level enhanced situations, it will become a greatest challenge to figure out what strategy should be take to provide the high value services for those parents who were willing to join the school, even increase their loyalty to the cram school. This study was designed to investigate the relationship between parents and cram school for related research among the Relational Trust、Relationship Value and Parents Loyalty - A Case of a Chain Cram School in Tainan City. There were 371 customers selected as the sample for the research. Questionnaire survey was adopted in this study to analyze by means of statistical methods such as descriptive statistics, correlation analysis, as well as multiple regression analysis. The result shows that 1. Relational trust can significantly affect relationship value. 2. Relationship value can significantly affect parents loyalty. 3. Relational trust can significantly affect parents loyalty. 4. Relationship value has intermediary effect between relational trust and parents loyalty. 5. Different background has shown partially established relational trust and parents loyalty, except for relationship value. Finally, according to the empirical results, we gave the Practical and academic use suggestions for reference. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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