教師資料查詢 | 類別: 會議論文 | 教師: 吳啟絹 WU, CHI-CHUAN (瀏覽個人網頁)

標題:Service Quality, Brand Image and Price Fairness Impact on the Customer Satisfaction and Loyalty
學年100
學期1
發表日期2011/12/06
作品名稱Service Quality, Brand Image and Price Fairness Impact on the Customer Satisfaction and Loyalty
作品名稱(其他語言)
著者Wu, Chi-Chuan; Liao, Shu-Hsien; Chen, Yin-Ju ; Hsu, Wei-Lun
作品所屬單位淡江大學管理科學學系; 淡江大學經營決策學系
出版者
會議名稱Industrial Engineering and Engineering Management (IEEM), 2011 IEEE International Conference on
會議地點Singapore, Singapore
摘要As the times progress and the enhancement of the public educational level, life insurance has been paid much attention day by day. Especially, medical insurance plays an important role in all sorts of life insurance. Medical insurance is the invisible merchandise. While customers buy the invisible products, they usually place an importance on invisible factors. The study problem into the direct impact on service quality, brand image and price fairness; This research anticipates after applying structural equation modeling (SEM), while customers buying the medical insurance; service quality and brand image has direct and positive impact on the customer satisfaction, service quality and brand image has no direct and positive impact on the customer loyalty. But service quality and brand image has direct and positive impact on the customer loyalty through customer satisfaction. After analysis, customer satisfaction has a direct and positive effect on customer loyalty. Finally, after measure of price fairness, whether it is a direct impact on customer satisfaction, customer loyalty, or indirectly affect customer loyalty through customer satisfaction, all have no significant impact.
關鍵字Customer satisfaction;Medical insurance;Service quality
語言英文
收錄於
會議性質國際
校內研討會地點
研討會時間20111206~20111209
通訊作者
國別新加坡
公開徵稿Y
出版型式
出處Industrial Engineering and Engineering Management (IEEM), 2011 IEEE International Conference on, pp.1160-1164
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