Browsing by Author "Jau-Shyong Wang"

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Influence of System Trust on Customer Loyalty: The Mediating Effect of Organizational and Interpersonal Trust
(2010-07-01)
王昭雄
;
Jau-Shyong Wang
;
Institute of Business and Management
;
經營管理研究所
Many marketing studies have shown that customer trust towards a company and its representatives can influence customer loyalty. This study establishes different types of the trust theory model, which contains system trust, organizational trust and interpersonal trust. This model combines customer loyalty with an integrated causal relationship model to examine mutual influencing relationships among variables. This study adopts direct selling distributors as subjects and collects 252 valid questionnaires. The Partial Least Squares (PLS) method is applied. Analytical results indicate that system trust positively affects customer loyalty (p＜0.05). Similarly, organizational trust (p＜0.001) and interpersonal trust (p＜0.05) have mediating effects between system trust and customer loyalty. Many marketing studies have shown that customer trust towards a company and its representatives can influence customer loyalty. This study establishes different types of the trust theory model, which contains system trust, organizational trust and interpersonal trust. This model combines customer loyalty with an integrated causal relationship model to examine mutual influencing relationships among variables. This study adopts direct selling distributors as subjects and collects 252 valid questionnaires. The Partial Least Squares (PLS) method is applied. Analytical results indicate that system trust positively affects customer loyalty (p＜0.05). Similarly, organizational trust (p＜0.001) and interpersonal trust (p＜0.05) have mediating effects between system trust and customer loyalty.
直銷產業顧客滿意度與顧客忠誠度關係之研究－以人口特質、知覺價值及使用者類型為干擾變項
(2005)
王昭雄
;
陳得發
;
Jau-Shyong Wang
;
Robert Der-Fa Chen
;
Department of Management Science
直銷是一種以人對人為主的產品銷售方式，顧客滿意及顧客忠誠度對此產業而言頗為重要。因此了解顧客的需求，提供完善個人化服務、開發潛在的顧客市場，是直銷產業的當務之急。本研究利用因素分析、相關分析和二因子變異數分析，以直銷產品使用者為實證對象，探討顧客滿意度與顧客忠誠度之關係，並將使用者類型、知覺價值及人口特質視為兩者間的干擾變數，以了解各構念間的影響關係。實證結果發現，受測者在使用者顧客滿意度與顧客忠誠度上有顯著正向關係；不同性別、使用者類型及知覺價值會影響顧客滿意度與顧客忠誠度之關係。