A Study on the Relationhip among Customer Perceived Value, Relationhip Quality, and Customer Loyalty
吳玉靖、童惠玲
E-mail: 374869@mail.dyu.edu.tw
ABSTRACT
The validity for theory of relationship quality within the multi-level marketing service industry was addressed. The present study examined whether relationship satisfaction, trust, and commitment, respectively, and customer perceived value correlated positively with customer loyalty. Data were obtained from 229 customers from E Excel international company. In this study, constructs were with source (e.g., customer rated their perceived value and relationship quality (relationship satisfaction, trust, and commitment) in T1, while customer loyalty rated in T2). To enhance the clarity of the causal relationship among variables of the present study, questionnaires were distributed at two time points. Results indicated that customer perceived value was positively related to relationship quality, which in turn increase the likelihood of customer loyalty, and that two indirect effects supplemented the direct effect of relationship satisfaction on customer loyalty, the mechanisms of trust and commitment.
Keywords : customer perceived value、relationship quality、customer loyalty、relationship satisfaction、MLM Table of Contents
封面內頁 簽名頁 中文摘要...i 英文摘要...ii 誌
謝...iv 目錄...v 圖目錄...vii 表目
錄...viii 第一章 緒論... 1 第一節 研究背景與動機... 1 第二節 研 究目的... 3 第二章 文獻探討... 5 第一節 關係品質... 5 第二節 顧客忠 誠... 9 第三節 顧客知覺價值... 12 第三章 研究方法... 16 第一節 研究架 構... 16 第二節 研究假設... 17 第三節 研究對象與抽樣方法... 18 第四節 衡量工 具... 19 第五節 資料分析與統計方法... 23 第四章 統計分析與結果... 25 第一節 樣本 資料特性... 25 第二節 敘述性統計... 27 第三節 信效度分析... 30 第四節 整體模式衡 量分析... 35 第五節 相關分析... 38 第六節 迴歸分析... 41 第五章 討論與建
議... 47 第一節 研究發現... 47 第二節 實務意涵與研究貢獻... 50 第三節 研究限制 與未來研究建議 ... 51 參考文獻... 54
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