TITLE

USING STRUCTURAL EQUATION MODELING TO EVALUATE A CONSUMER BEHAVIOR MODEL: THE CASE OF RETAIL CHAIN STORES IN TAIWAN

AUTHOR(S)
Yu-Jia Hu
PUB. DATE
July 2013
SOURCE
International Journal of Organizational Innovation;Summer2013, Vol. 6 Issue 1, p121
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Service quality, brand equity, marketing mix strategy, and customer loyalty are critical factors to improve the business effectiveness, and those factors have been recognized a consumer behavior model in existing marketing research. The purposes of this quantitative study are to identify the relationship between service quality, brand equity, marketing mix strategy and customer loyalty, and to test this consumer model by SEM approach. The population in this research was selected as customers from four retail chain stores in Taiwan, resulting in 200 individual surveys for analysis. The results indicated brand equity and service quality have significant and positive relationship with customer loyalty, while marketing mix strategy has no significant relationship with customer loyalty. Finally, this research generated the recommendations for retail chain stores business and suggested future scholar studies.
ACCESSION #
90515799

 

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