消費者動機對消費者忠誠度的影響: 上海寬帶服務實證研究

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消費者動機對消費者忠誠度的影響: 上海寬帶服務實證研究

 

Author: 周仁杰
Zhou, Renjie
Title: 消費者動機對消費者忠誠度的影響: 上海寬帶服務實證研究
Xiao fei zhe dong ji dui xiao fei zhe zhong cheng du de ying xiang : Shanghai kuan dai fu wu shi zheng yan jiu
The impact of consumer motivation on consumer loyalty : taking Shanghai broad band service as an example
Degree: D.B.A.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Consumer behavior
Customer loyalty
Telecommunication -- China -- Shanghai
Department: Graduate School of Business
Pages: xiii, 175 leaves : charts (some col.) ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2065514
URI: http://theses.lib.polyu.edu.hk/handle/200/2406
Abstract: Sampling Shanghai users of broad band service, the researcher studies the relationship between customers' inherent motivation and extrinsic incentive and their loyalty. The research scope of the project is consumer behavior of family broad band services. On the base of literature review, Focus Group, SPSS statistic analysis, and AMOS statistic analysis, the dissertation studies customer inherent motivation, extrinsic incentive and customer loyalty, qualitatively analyzes factors affecting customer loyalty, and quantitatively analyzes the relationship among inherent motivation, extrinsic incentive and customer loyalty by T—test, ANOVA, and SEM. Firstly, we study the relationship of inherent motivations and extrinsic incentive with customer satisfaction. Secondly, we study the relationship of inherent motivations and extrinsic incentive with customer loyalty. Thirdly, we study the relationship between inherent motivations and extrinsic incentive. There are some important findings: Firstly, customer inherent motivation (including six variables) has strong relationship with customer loyalty. Secondly, customer extrinsic incentive (including six variables) has strong relationship with customer satisfaction and customer loyalty. Thirdly, customer satisfaction and customer loyalty have strong relationship, and customer inherent motivation has relationship with extrinsic incentive to some extent. Moreover, by systemic quantitative analysis, the research tests the hypotheses and presents some new findings, also gives some suggestions of improving customer loyalty for brand band service providers.

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