研究生: |
陳貞攸 Michelle Chen-Yu Chen |
---|---|
論文名稱: |
客戶滿意度與客戶忠誠度之關聯性研究 – 以珠寶飾品製造業為例 A Study on Customer Satisfaction and Customer Loyalty –Costume Jewelry Manufacturing Industry |
指導教授: |
吳克振
Couchen, Wu |
口試委員: |
莊文議
Wen-I, Chuang 楊維寧 Wei-Ning, Yang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理系 Department of Business Administration |
論文出版年: | 2007 |
畢業學年度: | 96 |
語文別: | 英文 |
論文頁數: | 69 |
中文關鍵詞: | 客戶滿意度 、客戶忠誠度 |
外文關鍵詞: | and Costume Jewelry Industry |
相關次數: | 點閱:455 下載:0 |
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This thesis explores the determinants of customer satisfaction and the relationship between customer satisfaction and loyalty in the costume jewelry manufacturing industry. It attempts to provide information to costume jewelry manufacturers on the key service and relationship factors that contribute to and promote customer satisfaction, and the establishment of a strong intent for relationship continuity.
This paper reveals the result of interviews put to senior managers of costume jewelry retail or design houses. These interviews were tailored specifically to the costume jewelry industry, by integrating theories pertinent to service and relationship quality, customer satisfaction, customer loyalty, and characteristics that are unique to the industry.
The results of these interviews reveal that overall customer satisfaction is achieved through the optimal performance of both service quality and relationship quality. Customers are satisfied when positive service quality is interlaced with positive relationship quality such as honest and timely communication, and when cooperative attitude is supported by behaviors stemmed from shared business values and ethics. Customer loyalty is the cumulative outcome of customer satisfaction over time, an outcome that leads the way to greater business continuity.
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