Study of Customer Satisfaction upon Service Quality and Commercial Friendship - Example of a Sports Goods Company

摘要

This paper is scheduled to identify if the operational model of a sports good company in Jungli has some influence upon the customer satisfaction with respect to its service quality and commercial friendship. The research findings may contribute to a successful operational model that makes it possible to further boost the overall development of sports goods industry. Based upon random sampling of 110 questionnaires from the customers of the targeted sports good company, this study has made the data available for description, statistics and t-test. Thus, the Goodness of Fit for the analysis of single-factor variables and Structure Equation Model is as follows: 1. The reliability of three variables in the tables is between .87 and .95, and KMO value of factor analysis of these three variables (i.e.commercial friendship, service quality and customer satisfaction) between.69 and.90, which conform to the analytical standard of reliability and availability. 2. The Goodness of Fit of Structure Equation Model is between 0.68-0.72, showing a good status for the model. 3. The elder customers highly value the reliability of services and the younger ones focus on the response, validity, thoughtful consideration and tangibility. The composition of customer satisfaction shows: The customer satisfaction of the elder is obviously higher than that of the younger. The higher the educational status, the more difficulties you would encounter in fostering commercial friendship and customer satisfaction. The higher the educational status, the stricter the requirements upon the service quality are. The higher the occupational level, the more demanding the requirements upon customer satisfaction are, or even up to a remarkable level. It is therefore recommended to, as per the methodology of adjusting and fostering commercial friendship based upon the categories of the customers, offer different services for a broad range of customers so as to improve the customer satisfaction.