A Study on the Relationship between Brand Trust and the Customer Loyalty based on the Consumer Aspects

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题名:	A Study on the Relationship between Brand Trust and the Customer Loyalty based on the Consumer Aspects
作者:	Ching-Hsien Soong;Yao-Tsung Kao;Shue-Tien Juang
贡献者:	經營管理學院
关键词:	brand trust;customer loyalty
日期:	100
上传时间:	2011-11-10T01:26:50Z (UTC)
摘要:	The international community influenced owing to the domestic economic decline and the inflation, many consumers purchases will reduce the amount by the people's living, this research mainly inquires in the economic under overcast environment bottom of economic prosperity, the consumer is considered trusted brand and customer loyalty by the influence while they buy the goods in the shopping, and each other whether has the mutual relationship. This research adopts convenience sampling method to carry on a questionnaire and takes certain institute of technology students as a research sample, and send 180 questionnaires and receive 147 questionnaires, the receive rate is 81.67% effectively.The study adopts the SPSS software package carrying on by statistical analysis, descriptive statistics、factor analysis、T-test、one way variability analysis and pearson analysis etc. It is proved that brand trust and customer loyalty have strong effect.Besides,Individual variables have strong impacts on the personal living region, marital status, disposable income and purchase expense monthly,according to the variables above, both brand trust and customer loyalty have strong effect. Depend on above-mentioned research result, this research supply two suggestions as reference follow-up researcher.
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