The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth
學年 99
學期 1
發表日期 2010-12-01
作品名稱 The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth
作品名稱（其他語言）
著者 Liao, S. H.; Chung, Y.C.; Hung, Y.R.; Widowati, R.
作品所屬單位 淡江大學管理科學學系
出版者
會議名稱 Industrial Engineering and Engineering Management (IEEM), 2010 IEEE International Conference on
會議地點 Macau
摘要 The study mainly investigates the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. Nowadays, the automotive industry is facing the competitive environment. Whether the industry can enhance brand trust, increase customer satisfaction, and then improve brand loyalty and word-of-mouth, which is the key issue of this study. Toyota was selected as the object of this study. 375 questionnaires were provided and 258 valid replies were received. This study uses the structural equation model to empirically explore the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. The results indicate the best model is causal chain, that is, brand trust must affect brand loyalty through customer satisfaction initially, and then impact word-of-mouth through brand loyalty.
關鍵字 Brand loyalty;brand trust;customer satisfaction;structural equation modeling;word-of-mouth
語言 en
收錄於
會議性質 國際
校內研討會地點
研討會時間
通訊作者
國別 MAC
公開徵稿 Y
出版型式
出處 Industrial Engineering and Engineering Management (IEEM), 2010 IEEE International Conference on, pp.1319-1323
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