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 en
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 SGP
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
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/92054 )

機構典藏連結