Exploring the Impacts of Customer Relationship and Service Quality on Customer Loyalty - Customer Satisfaction as a Mediation

Abstract

This study uses the Taiwanese customers of F Company as its research object to explore the relationship between customer relationship service quality customer satisfaction and customer loyalty Using Factor Analysis Regression Analysis and Analysis of Variance as statistical methods an online questionnaire was created and 100 valid questionnaires were collected The research results are as follows: 1 Customer relationship service technology service knowledge and service differentiation have a significant positive impact on customer satisfaction with service differentiation having higher significance 2 Customer satisfaction has a significant positive impact on customer loyalty If a customer has high customer satisfaction loyalty will increase 3 Customer satisfaction has a strong intermediary effect on the processes of customer relationship service technology service knowledge and customer loyalty 4 Customer satisfaction has a weak intermediary effect on the process of service differentiation and customer loyalty 5 Industry type has significant effects on the analysis of service differentiation customer satisfaction and customer loyalty Research suggests that F company should create the advantage of service differentiation in order to effectively drive customer satisfaction and customer loyalty The sales staff should provide new market information to customers so that customers can increase potential purchase demand By enhancing the functions of the sales staff the company can ensure its ability to meet customer demand to achieve service differentiation

Date of Award	2019
Original language	English
Supervisor	Quey-Jen Yeh (Supervisor)