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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/18159


    Title: Evaluating the impact of marketing strategy on customer satisfaction through game theory: A mathematical model and empirical research
    Authors: 鄭正豐;Cheng, Cheng-Feng
    Contributors: 國際企業學系
    Keywords: "Marketing strategy, customer satisfaction, service quality, price, mathematical model, empirical research. "
    Date: 2011-12
    Issue Date: 2012-11-26 04:10:09 (UTC+0)
    Abstract: "This study attempts to develop a theoretical model and associated method for researching the impact
    of marketing strategy on customer satisfaction. It also examines the indirect effects of a marketing
    strategy on consumer satisfaction via the price and service quality. To clarify, it employs the concept of
    natural logarithms and the Lagrange function to develop a conceptual model and form an optimal
    marketing strategy. In addition, the study develops a model based on the conception of game theory to
    identify the global marketing strategy in a competitive environment. In order to illustrate the viability
    and contributions of the mathematical model; the empirical research employs the structural equation
    modeling to test the interrelationships among research constructs. The mathematical and empirical
    results offer an optimal guideline for a global marketing strategy to provide direction for allocating
    strategic resources in a competitive environment. The results of the structural equation model support
    the intermediary roles of price and service quality in the relationship between marketing strategy and
    customer satisfaction. A coordination-integration strategy can reduce price, and both standardization
    and coordination-integration strategies can reduce price and enhance service quality and then enhance
    customer satisfaction in the global service market."
    Relation: African Journal of Business Management
    Appears in Collections:[Department of International Business] Journal Artical

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