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Please use this identifier to cite or link to this item: http://ir.lib.stu.edu.tw:80/ir/handle/310903100/3212

Title: Evaluate customers’ satisfaction with advertising on newspaper at Hung Yen newspaper office
Evaluate customers’ satisfaction with advertising on newspaper at Hung Yen newspaper office
Authors: 黎公俊
Le Cong Tuan
Contributors: 經營管理研究所
李書政
Keywords: Customer satisfaction;SERVQUAL;competitiveness of price;ad layout;newspaper;Hung Yen;Vietnam
Customer satisfaction;SERVQUAL;competitiveness of price;ad layout;newspaper;Hung Yen;Vietnam
Date: 2013
Issue Date: 2013-05-24 16:44:52 (UTC+8)
Publisher: 高雄市:[樹德科技大學經營管理研究所]
Abstract:   The purpose of this study is to explore and detect the factors affecting customer satisfaction with advertising services of Hung Yen Newspaper. Moreover, the study also
aims to detect new factors influencing customer satisfaction besides the old factors in the traditional SERVQUAL model. The model applied in this study is SERVQUAL
model.

  The research results show that the customer satisfaction on advertising services of the newspaper office is affected by three factors including “reliability”,
“competitiveness of price”, and “ad layout”. These factors have positive impact on the satisfaction of customers. Between them, the factor “reliability” has the biggest impact intensity, next is the factor “ad layout” and the last is the factor “competitiveness of price”. The study also shows its limitations and directions for furthur researches in the future.
Appears in Collections:[經營管理研究所] 博碩士論文

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