A Study of Factors Affecting Customer Loyalty-An Example of the Medical Cosmetic Industry in Taiwan

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Title:	A Study of Factors Affecting Customer Loyalty-An Example of the Medical Cosmetic Industry in Taiwan
Authors:	ching-Wen Chiang
Contributors:	Department of Business Administration
Keywords:	Medical Cosmetic Industry;Consumer Loyalty;LISREL
Date:	2008
Issue Date:	2009-11-17 11:18:17 (UTC+0)
Publisher:	Asia University
Abstract:	The purpose of this paper is to survey the customers who have ever used the services provided by the medical cosmetic industry centers in Taiwan. We intend to explore the relevant factors that affect customer loyalty. These factors include the quality of service, price, professional degree, innovative practice, recommendation degree, repurchased wiliness, and loyalty. Customers? includs male and female and the scope is restricted to non-surgery medical treatments or services. Through purposive sampling, data is collected by questionnaires which are designed by the research team and practitioners. Thus, all guestions in guestionnaires match the needs of the medical cosmetic industry centers in Taiwan. The collected data is analyzed according to, consumers` background and the variables are assessed in terms of the customers` points of view. Then, descriptive statistics, ANOVA and correlation analysis are conducted. Furthermere, we use LISREL as an analysis tool to verify hypotheses, and evaluate the aptness of the proposed structural eguction model (SEM). The results indicate that the professional degree is the most important factor among all foctors, whereas the price is the most unimportant sina customers are less sensitive to the price. According to the results, the age, the education, the avocation, the resident site and the monthey income also influence the customers` points of view on each factor. It is expected that practitioners can reduce costs and improve customer loyalty under the constraint of limited resources.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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