The Impact of Relationship among Flexible Manufacturing Capability, Relationship Marketing and Customer Satisfaction on Customer Loyalty

DOI: 10.5716/978-981-08-9493-1_IE15

Authors: Chun-Chu Liu, Wen-Chia Tsai, Wei-Ping Hsieh, Jin-Yu Lin

Abstract:

The purpose of the study is to explore the impact of relationships among flexible manufacturing capability,relationship marketing and customer satisfaction on customer loyalty - Semiconductor industry in Taiwan.
Through collecting and analyzing materials by and questionnaire, the study obtains the following conclusion:

The flexible manufacturing capability has positive effect on customer satisfaction；The relationship marketing has positive effect on customer satisfaction；The relationship marketing has positive effect on customer loyalty; The customer satisfaction has positive effect on customer loyalty ；The mediating effects of customer satisfaction towards the flexible manufacturing capability can positive effect on customer.

Keywords: flexible manufacturing capability, relationshipmarketing, customer satisfaction, customer loyalty, Semiconductorindustry

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