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Please use this identifier to cite or link to this item:
http://asiair.asia.edu.tw/ir/handle/310904400/96861
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| Title: | A Study of The Influence of Service Innovation ,Brand Image And Customer Satisfaction on Repurchase Intention :In The Case of MIT Smile Logo |
| Authors: | Chang, Han Ting |
| Contributors: | 經營管理學系碩士在職專班 |
| Keywords: | Service Innovation；Brand Image；Customer Satisfaction；Repurchase Intention；MIT Smile Logo |
| Date: | 2016 |
| Issue Date: | 2016-03-30 03:18:55 (UTC+0) |
| Publisher: | 亞洲大學 |
| Abstract: | The preference of choosing domestic products can stimulate the need of local market, protect domestic industry to compete with imported products (especially after joining the WTO), and improve product qualities to enhance the competitiveness in international market. This research's goal is to evaluate the correlation between service innovation, brand image, customer satisfaction, and customer repurchase MIT smile logo products. This research achieved in relevant literature review and questionnaire survey method. The samples scope on MIT smile logo product users in Taiwan area, a total of 384 valid feedbacks were received. Statistical software package SPSS was used to conduct descriptive statistics, reliability analysis, factor analysis, canonical correlation analysis, regression analysis and other statistical methods. Results of this research are concluded as follows. First, there were positive correlations between the innovative service of MIT smile logo industry and brand image. Second, there were positive correlations between innovative service of MIT smile logo industry and customer satisfaction. Third, positive correlations were found between innovative service of MIT smile logo industry and customer’s repurchase. Forth, positive correlations were found between brand image and customer satisfaction. Fifth, there were positive correlation between customer satisfaction and customer repurchase. Sixth, positive correlated responses were found between innovative service and customer satisfaction through the medium of brand image. Seventh, positive correlated responses were found between innovative service and customer repurchase through the medium of customer satisfaction. Related concepts of management were also discussed in this article. |
| Appears in Collections: | [經營管理學系 ] 博碩士論文
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