企業形象、服務品質、認知價值、顧客滿意度與顧客忠誠度之關係研究－以臺灣資訊服務業者S公司為例

Abstract

In this study, we focus on local business users of information technology services companies in Taiwan as research object. We explore the degree of connection and influence of customer loyalty and customer satisfaction of IT services company's corporate image, service quality, perceived value in order to provide suggestions for IT services company's marketing strategy. To fit the research purposes, statistical methods, factors of analysis, reliability analysis, Pearson correlation, multiple regression, variation empirical analysis are used to quantify the number of analysis methods. Finally, through qualitative interviews we come to a conclusion and make recommendations. By analyzing the results, we find that corporate image, service quality, perceived value for customer loyalty, and customer satisfaction has a positive impact. If we look at corporate image compared with service quality and perceived value, the impact of corporate image on customer loyalty effect or customer satisfaction is rendered insignificant part. Similarly, among the impact of the three together, perceived value will most significantly positively affect customer loyalty and customer satisfaction. Customer satisfaction will positively affect customer loyalty. The results using enterprise features variable as measures show that different scale enterprises valued customer base IT services company's corporate image and there are obvious differences. The study also shows that perceived value of companies in different industries that recognize customer base has significant differences. Therefore, information technology services companies should continue to maintain customer-oriented corporate image to enhance customer satisfaction and loyalty for businesses of all sizes. In particular, activities and measures must allow corporate customers to feel satisfied and strengthen their loyalty. Such differences can be used as reference for the customer-oriented strategy for S company when planning marketing strategy.