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Application Of Structural Equation Modeling In Customer Relationship Management

Posted on:2007-06-28Degree:MasterType:Thesis
Country:ChinaCandidate:Z Y ChenFull Text:PDF
GTID:2189360275957616Subject:Statistics
Abstract/Summary:PDF Full Text Request
As a powerful statistical method superior than traditional statistical methods such as path analysis and factor analysis, Structure Equation Modeling (SEM) has been used widely in social science field .Nowadays customer resource viewed as an important matter has been emphasized extremely by enterprises. How to improve the customers'degree of satisfaction and loyality becomes a key problem needing solved urgently. This is also the primary content of customer relationship management. This article aims to discuss deeply on theory of evaluation beginning from the automobile sellers'customer degree of satisfactionThe main research contains:1. Summarize the research background of this article in detail, and arrange the contacts reasonably.2. Introduce the basic theory on the customers'degree of satisfaction including the definition and characteristic of customers'degree of satisfaction. Also establish the purpose of the research as well as the evaluation method of the customer satisfaction model.3. Introduce the basic theory on structual equation model and its advantages comparing to traditional statistical methods.4.Through analyzing the automobile sellers'customer degree of satisfaction, we can get the path coefficients among the latent variables. So it becomes possible for us to analyze the problem quantitatively. Experimental research indicates that brand image has indeed some certain effect on customer expectations. This article find out the main factor affecting the customers'degree of satisfaction and put forward the concrete improving methods.5. Through research we find out that Perceived Quality and Perceived Value have direct effects on the customers'degree of satisfaction, of which Perceived Quality has much stronger effect than Perceived Value. However, brand image has little effect. Therefore, we should pay great attention to Perceived Quality and Perceived Value in order to improve the customers'degree of satisfaction. Because all the observed variables relating to Perceived Quality has great contribution on Perceived Quality which are the main aspect that the seller should notice. So we eventually have a specific direction in improving the customers'degree of satisfaction...
Keywords/Search Tags:Structural Equation Model, Customer Satisfaction, Perceived Quality, Perceived Value, Latent Variable
PDF Full Text Request
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