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The defense date of the thesis is 2011-09-05
The current date is 2019-03-21
URN etd-0905111-132147 Statistics This thesis had been viewed 1849 times. Download 0 times. Author Wei-Lun Hsu Author's Email Address email@example.com Department Management Business Administration Year 2010 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 168 Title THE IMPACTS OF SERVICE QUALITY, BRAND IMAGE AND PRICE FAIRNESS ON CUSTOMER SATISFACTION AND LOYALTY－EXAMPLE CONSUMERS TO BUY MEDICAL INSURANCE Keyword customer loyalty customers satisfaction medical insurance price fairness brand image service quality service quality brand image price fairness medical insurance customers satisfaction customer loyalty Abstract Along with the going forward of the times and the development of education, life insurance planning has received much attention in recent years. And among the life insurance, medical insurance is the most important one. Medical insurance is one kind of intangible goods. When purchasing intangible goods, customers often pay more attention to the intangible factors.
This study has investigated the relationship between dependent variables (service quality, brand image and price fairness) and independent variables (customer satisfaction and customer loyalty). Furthermore investigating the relationship between dependent variables and customer loyalty via the inclusion of customer satisfaction.
In this study, using structural equation modeling (SEM), and the result shows that service quality, brand image has directly positive effect on customer satisfaction. Service quality, brand image has no directly positive effect on customer loyalty. Results also indicate that customer satisfaction does play a mediating role in the effect of service quality on customer loyalty and in the effect of brand image on customer loyalty. Customer satisfaction has directly positive effect on customer loyalty. And results indicate that price fairness has no significant effect on customer satisfaction and customer loyalty.
Advisor Committee Chi-Chuan Wu - advisor
Hao-erl Yang - co-chair
Pi-Chuan Sun - co-chair
Files Date of Defense 2011-06-21 Date of Submission 2011-09-05