Empirical Study On The Relationship Among Service Quality, Conscious Fair, Customer Satisfaction And Behavior Intention Based On The 3C Retail Trade

With the transition of market conditions from seller's to buyers, which intensifies the competition further, marketing keystone has been turning from exchange to relationship unconsciously. Now relationship marketing has been on the academic and practical frontiers. In this context, the author chose 3C retail trade service as the research object and investigated the influence of service quality on customer value, customer satisfaction and customer loyalty on the basis of a lot of existing literature. It is expected that the explanation of how service quality affects customer loyalty will be useful to complete our understanding of service components in consumer goods industry.This thesis focused around two subjects. The first is to explore and confirm the constructs of service quality for 3C retail trade and to evaluate the influence of each antecedent on overall service quality. The second is to investigate the interrelationships between service quality, customer value, customer satisfaction and customer loyalty and to seek the explanation of how service quality affects customer loyalty. A conceptual model, including eight hypotheses, was built up and also empirically tested in order to resolve them.A questionnaire survey was carried on among the customers who has the experience in the 3C retail shop by quota sampling, in addition to individual interviews.317valid samples were collected out of 450 in two months with effective returns-ratio at 70%. The data has been tested and in accordance with the general rule of construct validity and reliabilityThe research model was empirically tested using SPSS and found that: supports the five factors of service quality which PZB proposed and also supports the dimension of the sensation fairness and customer behavior; The service quality to the sensation fairness are being connected; The sensation fairness to the customer satisfaction are being connected; The customer satisfaction to the customer behavior are being connected. To sum up, seven out of eight hypotheses were proofed.