A study among customer satisfaction, customer gratitude, customer commitment and word of mouth－comparison between traditional markets and discount stores

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/12651

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Title:	A study among customer satisfaction, customer gratitude, customer commitment and word of mouth－comparison between traditional markets and discount stores
Authors:	Chu Yu, Lin
Contributors:	Department of Business Administration Shieh-Liang, Chen
Keywords:	word of mouth;customer commitment;customer gratitude;customer satisfaction
Date:	2012
Issue Date:	2012-11-18 08:56:34 (UTC+0)
Publisher:	Asia University
Abstract:	Though past literature had ever shown literature of the past that satisfaction has a positive influence on post-consumer reputation and commitment, the real situation may be that consumer satisfaction will not necessarily help businesses to gain word of mouth. These studies analyze the relationship among customer satisfaction, customer gratitude, customer commitment and word of mouth by structural equation modeling using the data from traditional markets and discount stores. In addition, this study by different consumer groups, to explore whether there will be a different correlation; and thus help suppliers to gain word of mouth through the satisfaction of the link thereby affecting consumers.Traditional markets in terms of customer commitment are better than that of discount stores. In order to maintain long term sustainable relationship, stores in traditional markets are more willing to create the word of mouth than that at discount stores. The reason is the discount store are less time on sale and opportunity of engage in contacting with consumers, and this leads the advantage and sales opportunities for the stores in traditional stores.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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