1 The Relationships among Marketing Forces, Corporate Brand Equity, Trust, and Customer Loyalty: An Empirical Study of Taiwan Lumber Import Market Tse-Wen Hsieh, Tsui-Ying Huang, and Jun-Yen Lee Presented by Jun-Yen Lee, Ph.D. Professor, Department of Bio-industry & Agribusiness Administration National Chai-Yi University, Taiwan Email:[email protected]
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1 The Relationships among Marketing Forces, Corporate Brand Equity, Trust, and Customer Loyalty: An Empirical Study of Taiwan Lumber Import Market Tse-Wen.
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The Relationships among MarketingForces, Corporate Brand Equity, Trust, and Customer Loyalty:An Empirical Study of Taiwan Lumber Import Market
Tse-Wen Hsieh, Tsui-Ying Huang, and Jun-Yen Lee
Presented by Jun-Yen Lee, Ph.D.Professor, Department of Bio-industry & Agribusiness Administration
The importance of customer loyaltyCan the marketing forces lead to customer loyalty?What are the mediators in this relationship?
Background
Objectives
To understand the relationships of marketing forces, corporate brand equity, trust, and customer loyaltyTo explore the mediating effects of corporate brand equity and trust
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1. Marketing forces
Kotler (1999) ; McCarthy (1960) ; Booms and Bitner(1981)
2. Corporate brand equityMudambi (1997) ; Allard et al. (2005)
3. Trust Sako (1992) ; Anderson and Narus (1990) ; Moorman et al. (1993) ;
Morgan and Hunt (1994)
4. Customer loyalty Oliver (1997) ; Rubinson (1996) ; Simeon Chow (1997) ; Chaudhuri and Holbrook (2001) ; Taylor(2004)
LITERATURE REVIEW
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Customer
loyalty
Trust
Brand equit
y
Marketing forces
H1
H2
Aaker(1991)
H6
Taylor(2004)
H3
Allard(2005)
H4
H5
MODEL
Conceptual model
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Trust
Brand equity
Marketing forces
H9
Customer loyalty
H7
H8
MODELRival model
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• Samples : 259 companies• Survey method: questionnaire sent by mail and e-mail• Data analysis method: Structure Equation Modeling (SEM)
Mail E-mail Total
Sent 159 100 259
Responses 62 12 99
Follow-up returns
25
Response rate (%)
38.2%
Valid questionnaire
89
METHOD
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Characteristics Items Frequencies
Job position 1. CEO2. Purchase manager3. others_____
274319
Sales/yr 1. less than $5 million (or U.S. $ 170 thousands)
2 $5million~$10 million3. More than $20 million
12151349
Operating term 1. less than 10 years2. 11~15 years3. 16 ~20 year4. More than 21 years
18172232
Work experience 1. Less than 5 years2. 5-10 years3. 10-15 years4. 15 years