ASIA unversity:Item 310904400/18159
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    ASIA unversity > 管理學院 > 國際企業學系 > 期刊論文 >  Item 310904400/18159


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    題名: Evaluating the impact of marketing strategy on customer satisfaction through game theory: A mathematical model and empirical research
    作者: 鄭正豐;Cheng, Cheng-Feng
    貢獻者: 國際企業學系
    關鍵詞: "Marketing strategy, customer satisfaction, service quality, price, mathematical model, empirical research. "
    日期: 2011-12
    上傳時間: 2012-11-26 04:10:09 (UTC+0)
    摘要: "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."
    關聯: African Journal of Business Management
    顯示於類別:[國際企業學系] 期刊論文

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