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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/65088

    Title: 關係承諾在服務品質與顧客購後意向之研究--以家電產業為例
    Authors: 陳昱靜;Chen,Yu-Jing
    Contributors: 企業管理學系
    Keywords: 服務品質;關係承諾;購後意向;service quality;relationship commitment;post-purchase intention
    Date: 2014-07-03
    Issue Date: 2014-10-15 14:40:03 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 近年來3C產業蓬勃發展,消費者能透過不同通路管道購買家電產品與比價,使得家電零售通路競爭激烈,銷售通路間紛紛展開價格戰,進而使家電產業面臨微利時代。
    ;In recent years, with the thriving development of the 3C industry, consumers can purchase household appliances and compare their prices through different channels, which leads to fierce competition among retail channels of household appliances. A price war has been launched among sales channels, and the household appliances industry is now facing an era of meager profit.
    Therefore to avoid price wars, this study hopes to create and increase the competitive advantages of enterprises through service and to help them establish long-term relationship with their old customers to create a win-win situation for both parties.
    Thus, this study started from the angle of household appliance retailers in the hope to establish relationship commitment with their customers, maintain their long-term relationship, and obtain new customers through the public praise of old ones by elevating their service quality. Last but not least, this will help enterprises earn profits.
    With empirical research, this study distributed questionnaires to its study subjects, consumers who purchased household appliances, and 411 valid questionnaires were retrieved. Structural equation modeling (SEM) was adopted to verify the causal relationship of three latent variables, namely “service quality,” “relationship commitment” and “post-purchase intention.” The study showed that “service quality” would influence customers′ “post-purchase intention” by influencing “relationship commitment.”
    Appears in Collections:[企業管理研究所] 博碩士論文

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