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    Title: Service Quality, Brand Image and Price Fairness Impact on the Customer Satisfaction and Loyalty
    Authors: Wu, Chi-Chuan;Liao, Shu-Hsien;Chen, Yin-Ju;Hsu, Wei-Lun
    Contributors: 淡江大學管理科學學系;淡江大學經營決策學系
    Keywords: Customer satisfaction;Medical insurance;Service quality
    Date: 2011-12
    Issue Date: 2013-08-12 16:22:45 (UTC+8)
    Abstract: As the times progress and the enhancement of the public educational level, life insurance has been paid much attention day by day. Especially, medical insurance plays an important role in all sorts of life insurance. Medical insurance is the invisible merchandise. While customers buy the invisible products, they usually place an importance on invisible factors. The study problem into the direct impact on service quality, brand image and price fairness; This research anticipates after applying structural equation modeling (SEM), while customers buying the medical insurance; service quality and brand image has direct and positive impact on the customer satisfaction, service quality and brand image has no direct and positive impact on the customer loyalty. But service quality and brand image has direct and positive impact on the customer loyalty through customer satisfaction. After analysis, customer satisfaction has a direct and positive effect on customer loyalty. Finally, after measure of price fairness, whether it is a direct impact on customer satisfaction, customer loyalty, or indirectly affect customer loyalty through customer satisfaction, all have no significant impact.
    Relation: Industrial Engineering and Engineering Management (IEEM), 2011 IEEE International Conference on, pp.1160-1164
    DOI: 10.1109/IEEM.2011.6118097
    Appears in Collections:[管理科學學系暨研究所] 會議論文

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