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The defense date of the thesis is 2016-07-14
The current date is 2019-04-24
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Author's Email Address
Engineering Management, College of Engineering
Type of Document
THE EFFECTS OF PRODUCT QUALITY, SERVICE QUALITY, AND PRICE FAIRNESS ON CUSTOMER SATISFACTION, CUSTOMER LOYALTY, AND REPURCHASE INTENTION–S BRAND RADIO AS AN EXAMPLE
The consumer electronics products are unceasing innovation in this era, moreover, the industry is facing intense competition. How to upgrade the product quality, service quality, and let the customer perceive price fairness to enhance the customer satisfaction, consumer loyalty, and repurchase intention become an important issue. Radio product also evolve with the advancement of technology, and according to product price and positioning for built-in different functions. Even the current most popular smart phones still cannot replace the radio function completely, radio product still has the market demand, so this study takes radio product as the object of the research. The research subjects are customer that had purchased and currently owned S brand radio. The study uses convenience sampling method to send network-questionnaires via e-mail. 342 copies of questionnaire are released, of which 243 copies were returned and the valid response rate was 71.1%. The empirical data were analyzed by using SPSS 20 and AMOS 21 statistical software to do the analysis of the structure equation modeling (SEM) and to test the hypotheses of the research. The results of this study are as follows: 1. Product quality has significant positive effect on customer satisfaction and customer loyalty; 2. Service quality has significant positive effect on customer satisfaction; and 3. Customer loyalty has significant positive effect on repurchase intention. However, service quality has no significant effect on customer loyalty; price fairness has no significant effect on customer satisfaction and customer loyalty; customer satisfaction has no significant effect on customer loyalty and on repurchase intention. Besides, customer loyalty has mediating effect on the relationship between product quality and repurchase intention.