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標題: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
語言英文
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
國別澳門
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
相關連結
SDGs
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