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IMC活動とサービス品質がマーケティング成果に及ぼす影響に関する実証研究
https://chuo-u.repo.nii.ac.jp/records/13808
https://chuo-u.repo.nii.ac.jp/records/13808ac428a4d-7c68-48f6-9c43-65c0e63f8555
名前 / ファイル | ライセンス | アクション |
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本文を見る (1.1 MB)
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Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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公開日 | 2022-02-28 | |||||
タイトル | ||||||
タイトル | IMC活動とサービス品質がマーケティング成果に及ぼす影響に関する実証研究 | |||||
タイトル | ||||||
言語 | en | |||||
タイトル | The Relationship between IMC, Service Quality, Brand Image, Brand Trust, Customer Satisfaction, and Reuse Intention in Mobile Telecommunication Service | |||||
言語 | ||||||
言語 | jpn | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | IMC | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | サービス品質 | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | ブランドイメージ | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | ブランド信頼 | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | 顧客満足 | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | 再利用意図 | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | 移動通信サービス | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | 構造方程式モデリング(SEM) | |||||
資源タイプ | ||||||
資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
資源タイプ | departmental bulletin paper | |||||
著者 |
姜, 京守
× 姜, 京守 |
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著者別名(英) | ||||||
姓名 | KANG, Kyoung-Soo | |||||
言語 | en | |||||
抄録 | ||||||
内容記述タイプ | Abstract | |||||
内容記述 | This study aimed to investigate the structural relationship and difference of integrated marketing communication (IMC) activities, service quality, brand image, brand trust, customer satisfaction and reuse intention of Japanese mobile telecommunication users. In doing so, this paper suggested reasonable IMC and service quality strategies. 500 mobile telecommunication users in Japan were surveyed as respondents. The results show that IMC and service quality had a positive influence on brand image, brand image had a positive influence on brand trust and customer satisfaction, and brand trust and customer satisfaction had a positive influence on reuse intention. Discussions and implications are also addressed. |
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書誌情報 |
企業研究 号 36, p. 123-146, 発行日 2020-02-28 |
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出版者 | ||||||
出版者 | 企業研究所 | |||||
ISSN | ||||||
収録物識別子タイプ | ISSN | |||||
収録物識別子 | 1347-9938 | |||||
権利 | ||||||
権利情報 | この資料の著作権は、資料の著作者または学校法人中央大学に帰属します。著作権法が定める私的利用・引用を超える使用を希望される場合には、掲載誌発行部局へお問い合わせください。 | |||||
フォーマット | ||||||
内容記述タイプ | Other | |||||
内容記述 | application/pdf | |||||
著者版フラグ | ||||||
出版タイプ | VoR | |||||
出版タイプResource | http://purl.org/coar/version/c_970fb48d4fbd8a85 |