The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth

淡江大學機構典藏 > 商管學院 > 管理科學學系暨研究所 > 會議論文 > Item 987654321/92035

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题名:	The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth
作者:	Liao, S. H.;Chung, Y.C.;Hung, Y.R.;Widowati, R.
贡献者:	淡江大學管理科學學系
关键词:	Brand loyalty;brand trust;customer satisfaction;structural equation modeling;word-of-mouth
日期:	2010-12
上传时间:	2013-08-12 15:49:05 (UTC+8)
摘要:	The study mainly investigates the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. Nowadays, the automotive industry is facing the competitive environment. Whether the industry can enhance brand trust, increase customer satisfaction, and then improve brand loyalty and word-of-mouth, which is the key issue of this study. Toyota was selected as the object of this study. 375 questionnaires were provided and 258 valid replies were received. This study uses the structural equation model to empirically explore the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. The results indicate the best model is causal chain, that is, brand trust must affect brand loyalty through customer satisfaction initially, and then impact word-of-mouth through brand loyalty.
關聯:	Industrial Engineering and Engineering Management (IEEM), 2010 IEEE International Conference on, pp.1319-1323
DOI:	10.1109/IEEM.2010.5674402
显示于类别:	[管理科學學系暨研究所] 會議論文

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