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The defense date of the thesis is 2008-02-18
The current date is 2019-05-22
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URN etd-0216108-230014 Statistics This thesis had been viewed 3107 times. Download 34 times. Author Wen-Ding Pei Author's Email Address No Public. Department Management Business Administration Year 2007 Semester 1 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 115 Title THE IMPACTS OF CUSTOMER PERCEIVED VALUE, ETHICAL SALES BEHAVIOR, AND RELATIONSHIP QUALITY ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN THE INDUSTRIAL MARKETS Keyword industrial markets customer perceived value ethical sales behavior relationship quality relationship quality ethical sales behavior customer perceived value industrial markets Abstract The situation of the globalized hyper-competition has been forming, and the firms are becoming huger and huger worldwide. The industrial buyers pursue the cost minimization and powerful negotiation, and therefore exaggerate the price importance to the suppliers very often. The industrial firms are supposed to identify the key success factors for building the sustainable competitive advantages in addition to the cost-related issues.
The literature review starts at relationship marketing and step by step links together with customer relationship management, customer perceived value and relationship quality as well as customer satisfaction and customer loyalty. The industrial buyers often negotiate with the sellers's sales personnel, and therefore ethical sales behavior is worthily reviewable for enriching the study content and framework.
This study applies the statistical software AMOS 5 to conduct the confirmatory factor analysis (CFA) and structural equation modeling (SEM) analysis. Six of the seven hypotheses in this study are supported. The study results indicate: customer perceived value positively impacts customer satisfaction and customer loyalty; ethical sales behavior positively impacts customer satisfaction and indirectly has a positive impact on customer loyalty through the moderating effect by customer satisfaction; relationship quality positively impacts customer satisfaction and customer loyalty; customer satisfaction positively impacts customer loyalty.
Advisor Committee Mei-Fang Chen - advisor
Na-Ting Liu - co-chair
Pi-Chuan Sun - co-chair
Files Date of Defense 2008-01-29 Date of Submission 2008-02-18