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URN etd-0721104-164856 Statistics This thesis had been viewed 3196 times. Download 3262 times. Author Ching-wen Huang Author's Email Address No Public. Department Management Business Administration Year 2003 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 80 Title AN EXAMINATION OF THE RELATIONSHIP AMONG SERVICE QUALITY, CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY OF HYPERMARKET—RT-MART WITHIN TAIPEI AREA AS AN EXAMPLE Keyword SERVICE QUALITY CUSTOMER SATISFACTION CUSTOMER LOYALTY CUSTOMER LOYALTY CUSTOMER SATISFACTION SERVICE QUALITY Abstract It is a general agreement that a basic strategy for business success is customer satisfaction. After all, the underpinning of the marketing concept is that identification and satisfaction of customer needs leads to improve customer retention. If a company wants to win from competition, it has to explore new customers and retain existing customers. One of the key factors is service quality, influencing customer satisfaction and repurchase intentions that create long-term profits.
Research population of this study was the customers consuming in RE-MART hypermarket within Taipei area. We sent out 320 questionnaires in total. The survey returned 309 usable questionnaires; the response rate is 96.56%. We use structural equation model to investigate the interrelationship among service quality, customer satisfaction and loyalty from customers’ point of view. In addition, the multiple regression method was employed to find out which is the most influential factor among the five service quality factors.
From the data analysis, we found that service quality positively affects customer satisfaction; customer satisfaction positively affects customer loyalty; service quality does not positively affect customer loyalty in the RE-MART within Taipei area. Furthermore, we found that the reliability factor is the most influential predictor among the five service quality factors on the level of customer satisfaction.
Advisor Committee Hsien-che Lee - advisor
Chih-yang Tsai - co-chair
Hao-erl Yang - co-chair
Files Date of Defense 2004-06-23 Date of Submission 2004-07-21