A Study on Addiction Behavior in Fan?s Loyalty Towards Chinese Professional Baseball League

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/3727

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Title:	A Study on Addiction Behavior in Fan?s Loyalty Towards Chinese Professional Baseball League
Authors:	Li Hong-da
Contributors:	Department of Business Administration
Keywords:	ECSI;addition;loyalty;customer satisfaction;SEM
Date:	2008
Issue Date:	2009-11-17 11:18:19 (UTC+0)
Publisher:	Asia University
Abstract:	In former marketing process, the final goal is achieves the customer to be loyalty, but such process usually needs to spend the long-time time the management, each step cannot have the mistake to the policy-maker, occurs on any link is defeated, can direct or the indirect influence customer loyalty, but not rational addition the factor to exist for a long time in the reality expense life, for example some advocation name brands. Discusses the consumer loyal behavior, Some had already been separated from the former traditional customer loyal course, Obvious should contain factor of the non-rational, Therefore formerly habitually used in the customer loyal course, the non-rationality addition the factor whether to affect the customer loyal behavior, the research will indulge whether to affect the loyalty the formation, if the real existence will addition the factor, in marketing, management meaning why. This research in view of ECSI (European Customer Satisfaction Index: ECSI) in the model joins addition the factor, confirms in the customer loyal pattern using SEM to addition the factor to exist truly, as well as by addition the factor to between the customer loyalty connection, understood that addition the factor to the customer loyal influence, but studies the discovery to addition the factor to have in truly the customer loyal course, the influence being smaller than customer degree of satisfaction, in the customer loyalty is only the important key aspect, the friendly Canadian use will addition the factor to achieve the loyalty effect will be good, under with will compare compared to the general tradition's way may save the massive time and the money.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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