THE MEDIATING EFFECT OF RELATIONSHIP QUALITY ON CUSTOMER LOYALTY IN FRANCHISING BEVERAGE STORE

in International Symposium (poster paper), 國際研討會(全文海報發表)
標題THE MEDIATING EFFECT OF RELATIONSHIP QUALITY ON CUSTOMER LOYALTY IN FRANCHISING BEVERAGE STORE
出版類型國際研討會(全文海報發表)
出版年度2011
Authorsching-hsu Huang, 黃靖淑, Chen-Ying Chung 鍾辰英, Fan Hui-Hua 范慧華, Hung 洪志鴻, & Wen-Tung Chen 陳文東
出版日期Jun 2 2011 12:0
會議地點香港理工大學
其他編號0000
中文摘要

The purpose of this study was to provide a casual model to explain the effect of relationship quality on customer loyalty via mediating effect which night provided by customer satisfaction. The 335 subjects were randomly selected from 49 franchising beverage stores in Taiwan. The proposed casual model of three variables was developed. Structure equation modeling was conducted to explore customer group homogeneously and examine the mediating effect. The results indicate that relationship quality can result to customer loyalty via increasing customer satisfaction, thus affecting the firm's relationship quality leading to customer intention through customer satisfaction. The study also examined whether the model differed across segments. The subsequent multi-group analyses suggested that the research models are vary across different consumption patterns demographic segments, such as age, income and occupation. The managerial implications of findings for the franchising beverage stores and further research are discussed.

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