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|Keywords: ||服務品質;關係承諾;購後意向;service quality;relationship commitment;post-purchase intention|
|Issue Date: ||2014-10-15 14:40:03 (UTC+8)|
;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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