Study on the Influence of Chain Brand Image and Service Quality on Customer Loyalty Take a franchising English language school as an example
| Autor: | Li-Ling Chang, 張莉玲 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 The study aimed to investigate the relationship and influence between chain brand image and service quality one franchise English language school on customer loyalty from the students’ guardians of. The survey is conducted to qualify the statistics and analysis on ethnic characteristics and customer behavior of the students’ guardians, and specific coping strategies to improve the service satisfaction and customer loyalty from students’ guardians toward the franchising English language school. In this study, the guardians of two franchise English language schools, which are operated by the researcher, were selected as the subjects. A survey was conducted with the students’ guardians as subjects. A total of 330 questionnaire surveys were sent and 299 were collected with a response rate of 90.6%. After removing 8 invalid responses, the total number of valid responses was 291 as the effective rate is 97.3%. SPSS software was used for statistical analysis. The results of the study were as follows: 1. The students’ guardians are influential on the significant correlation between chain brain image and customer loyalty. 2. The students’ guardians are influential on the significant correlation between the service quality and customer loyalty. 3. The students’ guardians are influential on the significant predictive power on chain brand image and service quality of customer loyalty level. The behavioral intention of students’ guardians is the reflection of the overall experience of the customers. To create a good brand image, and to value the improvement of service quality are able to obtain the recognition of guardians. Evidence indicates that brand image and service quality have positive influences on customer loyalty. Consequently, the investigator is based on years of practical teaching experience, and finally combined with the research arguments and views to provide specific recommendations to serve as a future business direction and strategic planning reference. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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