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公益行銷對顧客忠誠度之影響研究:以企業形象、顧客價值為中介變項.

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  • Author(s): 陳欽雨1 ; 張書豪2 ; 林治純1
  • Source:
    Marketing Review / Xing Xiao Ping Lun. Fall2016, Vol. 13 Issue 3, p265-290. 26p.
  • Additional Information
    • Alternate Title:
      The Effects of Cause-Related Marketing on Customer Loyalty: Using Business Image and Customer Value as the Mediators.
    • Abstract:
      The purpose of the study is to explore the effects of caused-related marketing on corporate image, customer value and customer loyalty. The study selects the customers of Chunghwa Post Office as the research objects, and collects 669 valid samples. The purposes of the research are to explore the effects of caused-related marketing, corporate image, customer value on customer loyalty and the mediating effect of corporate image and customer value. The method of regression analysis is used to test the hypotheses. The results indicate that caused-related marketing has significant positive effects on corporate image and customer value. Besides, corporate image and customer value have significant positive effects on customer loyalty, and corporate image and customer value have a partial mediating effect between caused-related marketing and customer loyalty. Finally, the study discussed the managerial implications and proposed some suggestions for practitioners and further research. [ABSTRACT FROM AUTHOR]
    • Abstract:
      本研究探討企業施行公益行銷,對企業形象、顧客價值及顧客忠誠度之影響。以 中華郵政公司顧客為研究對象,收集了669份有效的顧客資料。利用迴歸分析檢定研 究假說,驗證公益行銷、企業形象、顧客價值對顧客忠誠度的影響,並探討企業形象 與顧客價值之中介效果。研究發現公益行銷對企業形象與顧客忠誠度具有顯著的正向 影響,同時企業形象、顧客價值對顧客忠誠度具有顯著的正向影響,並在公益行銷對 顧客忠誠度的影響中具有部分中介效果。最後根據實證結果提出管理意涵,以作為實 務參考與後續研究建議。 [ABSTRACT FROM AUTHOR]
    • Abstract:
      Copyright of Marketing Review / Xing Xiao Ping Lun is the property of Academy of Taiwan Information Systems Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)