Sit Yau Fai. / Thesis submitted in: July 2005. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2006. / Includes bibliographical references (leaves 56-66). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF FIGURES --- p.vii / Chapter CHAPTER ONE --- INTRODUCTION --- p.1 / Chapter 1.1 --- Overview --- p.1 / Chapter 1.2 --- Background and Purpose --- p.1 / Chapter 1.3 --- Significance of this Thesis --- p.3 / Chapter 1.4 --- Outline of this Thesis --- p.4 / Chapter CHAPTER TWO --- LITERATURE REVIEW --- p.6 / Chapter 2.1 --- Overview --- p.6 / Chapter 2.2 --- Service Marketing and Trust --- p.6 / Chapter 2.2.1 --- Dimensions of Trust --- p.7 / Chapter 2.2.2 --- Benevolence and Competence Trust --- p.7 / Chapter 2.3 --- Trust Based Service Relationship and Customer Reactions --- p.9 / Chapter 2.3.1 --- Satisfaction and Service Relationship --- p.10 / Chapter 2.3.2 --- Behavioral Intentions and Service Relationship --- p.11 / Chapter 2.4 --- "Culture, Self-Construals and Trust" --- p.12 / Chapter CHAPTER THREE --- THEORETICAL AND CONCEPTUAL DEVELOPMENT --- p.15 / Chapter 3.1 --- Overview --- p.15 / Chapter 3.2 --- Effectiveness of Benevolence and Competence Trust --- p.15 / Chapter 3.3 --- Self-Construals and Service Failure --- p.19 / Chapter 3.3.1 --- Satisfaction and Repatronage Intention --- p.22 / Chapter 3.3.2 --- Complaint Intention --- p.24 / Chapter CHAPTER FOUR --- RESEARCH METHODOLOGY --- p.24 / Chapter 4.1 --- Introduction --- p.24 / Chapter 4.2 --- Research Design --- p.24 / Chapter 4.3 --- Procedures --- p.25 / Chapter 4.4 --- Participants --- p.26 / Chapter 4.5 --- Measures --- p.27 / Chapter CHAPTER FIVE --- RESEARCH FINDINGS --- p.29 / Chapter 5.1 --- Introduction --- p.29 / Chapter 5.2 --- Manipulation Checks --- p.29 / Chapter 5.3 --- Results --- p.30 / Chapter 5.3.1 --- Main Effects of Service Relationship --- p.32 / Chapter 5.3.2 --- Interaction Effects of Service Relationship --- p.34 / Chapter 5.3.2.1 --- Satisfaction --- p.34 / Chapter 5.3.2.2 --- Repatronage Intention --- p.37 / Chapter 5.3.2.3 --- Complaint Intention --- p.39 / Chapter CHAPTER SIX --- CONCLUSION --- p.43 / Chapter 6.1 --- Overview --- p.43 / Chapter 6.2 --- Discussion --- p.43 / Chapter 6.3 --- Limitations and Future Research --- p.48 / APPENDIX I Service Scenarios --- p.51 / APPENDIX II Demographics Profile --- p.53 / APPENDIX III Measures of Trust Used in the Study --- p.54 / APPENDIX IV Self-Construal Scale --- p.55 / REFERENCES --- p.56

<p>Wizz Airline company was established only three years ago. This thesis explores the customers' satisfaction about their services. The data was collected from internet forums and journals. The final conclusion was that the majority are satisfied with Wizz Air's services.</p>

<p>Rapidly changing and growing market made entering to the market change a really hard venture. The assortment offered by competitors rose. To keep up challenges it is necessary to apply strategies and techniques which let the company to reach high position on the market. Still rising group of competitors made demanding of customers also rose. Surviving on the market started to be connected with ensuring high quality products, but with still keeping the </p><p>same price of it. How company can achieve it? From the side of company it is connected with quick reaction to the customer needs and to gain it company has to take care after its flexibility. This paper is structured to answer the question why it is significant to be flexible on the market and also how to become a flexible company. To create cognitive perception of this issue, analyse of flexible company - an example of still prospering, a leader company HMS Industrial Network, is presented. The paper firstly identifies the research problem by presenting the theory gained from various literatures and then viewing prior researches concerning values of being flexible company, and secondly shows the methodology of the study. Next, the empirical findings from investigation of one, known as very flexible, company, are presented. Finally the conclusion is presented to see if reality support the thesis developed in paper.</p>

Wizz Airline company was established only three years ago. This thesis explores the customers' satisfaction about their services. The data was collected from internet forums and journals. The final conclusion was that the majority are satisfied with Wizz Air's services.

Rapidly changing and growing market made entering to the market change a really hard venture. The assortment offered by competitors rose. To keep up challenges it is necessary to apply strategies and techniques which let the company to reach high position on the market. Still rising group of competitors made demanding of customers also rose. Surviving on the market started to be connected with ensuring high quality products, but with still keeping the same price of it. How company can achieve it? From the side of company it is connected with quick reaction to the customer needs and to gain it company has to take care after its flexibility. This paper is structured to answer the question why it is significant to be flexible on the market and also how to become a flexible company. To create cognitive perception of this issue, analyse of flexible company - an example of still prospering, a leader company HMS Industrial Network, is presented. The paper firstly identifies the research problem by presenting the theory gained from various literatures and then viewing prior researches concerning values of being flexible company, and secondly shows the methodology of the study. Next, the empirical findings from investigation of one, known as very flexible, company, are presented. Finally the conclusion is presented to see if reality support the thesis developed in paper.

Most of the researchers have discussed the phenomenon of job quality from different perspectives in Customer Contact Center. The current study has highlighted this issue by investigating the relationships of job quality within the organization and the external world. The literature of the study thoroughly discussed the issue in a symmetric way. Further, the hypothesis has been developed on the basis of previous literature and theory. By considering the both employees and customer’s perspective, a dyadic approach has been selected. The primary data were collected with the help of two questionnaires. Three sample companies have been selected from Telecom Industry of Pakistan. Subsequently, the empirical data is presented and tested by using statistical software (SPSS). Finally, the hypotheses have been verified by using statistical tools. In concluding, a positive indirect relationship has been found among the variables of job quality and customer satisfaction. The contribution to study along with further research has been conferred.

When a telecommunication company delivers a product to a customer, three main pieces are included: software, hardware and Customer Product Information (CPI). The CPI can be thought of as the “user manual” for the product. The CPI is important to most companies. It is important not only that the final product really corresponds to the needs of the customer, but also that the customer in an easy manner can learn how to install, configure and subsequently use the product. To provide this information to the customer, a correct content and a good information structure of the CPI is crucial. To ensure this, the studied company has developed a “Customer Product Information Life Cycle Process” to enhance the understanding of the customer needs in terms of documentation and training material about the product and comply with customer needs.  Part of this thesis consists of a study which makes an evaluation of the development parts of the CPI process. This is done in order to find a method and tool to be able to improve the structure, content and usability of the CPI used in a product called Gateway GPRS support Node (GGSN). The conclusions from the study are implemented with a Content Management System (CMS). One important aim is to use a wiki-type tool where the customer can make local adaptation to the delivered CPI and add information about their own network, configurations and handling; in this way they will be able to make the CPI structure more users friendly and used more efficiently by the customer’s staff. As part of this thesis, a test was carried out to suggest a new model to improve the current CPI model used at the company. The test was based on a methodology, tool-independent CMS called Drupal. Drupal was used to create test documents in the GGSN-MPG CPI environment. The quality of the CPI made with the Drupal tool was examined after the change. The results clearly demonstrate that a new portal platform, based on a Drupal-like tool achieves a far more flexible structure and would greatly improve the CPI capabilities. It is preferable to use a Drupal-like portal platform rather than a website when implementing a new CPI structure.

Recent tourism marketing development has highlighted the importance of customer participation. Owing to experience-seeking and use of internet, customers start to behave themselves as value co-creators, which offers greater opportunities for service providers and benefit customers themselves as well. Therefore, this study aims to identify the factors that contribute to customer participation and examine how customer participation effects relationship marketing in the tourism sector. The author proposes a model, in which communication, customer expertise, affective commitment and interactional justice are assumed to increase the extent to which customers participate in the service delivery. Furthermore, customer participation may increase customer satisfaction and loyalty. A survey was conducted based on travel agency service. In total 152 people who had experience working with travel agency participated in the survey. The testing results showed that the model is fully supported. Firstly, all antecedents, including communication, customer expertise, affective commitment and interactional justice, relate positively to customer participation. Secondly, customer participation enhances customer satisfaction and loyalty. Meanwhile, customer satisfaction has a positive effect on customer loyalty. Thus, the findings provide managers in the tourism with valuable insights that firms can increase their competitive advantage through enhancing customer participation.

Using SERVQUAL approach ,the research finds: 1.There is significant difference in satisfaction among them. The attribute of service person have higher customer satisifaction ,but the attribute of power quality and power reliability have the poor performance. 2.There are difference customer-satisfaction among different industries. Generally, tradition industries have higher customer satisfaction. 3.Person skill are the advantage of Taipower.Taipower must improve the power quality and power reliability immediately.

SUMMARY Marketing, by means of exchanging, results in obtaining the required products and service. Exchanging, the proceeding steps of value creation, usually will benefit mutually and further the exchanging of mutual values. The essence of marketing is aimed at creating customers¡¦ value and satisfaction. A precise definition to the studies of marketing as given by Philip Kotler is that the profitably contented with the requirement. Marketing is derived from the deeds of profits seeking business, while it can be applied to those none profit seeking individuals or organizations as well. Other than marketing of product and service, the deeds of none profit seeking do care about the marketing of human, the local affairs, concepts and organizations. Marketing for people means the efforts to work out and manage the best advantages for certain individual or a group of people. The most common and prevailing examples can be observed in election campaigns. The campaign assistants work with every effort to look for campaign donations, volunteers, supporters and all sorts of campaign activities. The series of this study will focus on how to manipulate the marketing strategies for the politician. Being as the wife of a political figure, the author nominates Lin Pin-kuen, the senator elected from Peng-hu Hsien, as of the subject of case studies. Throughout four election campaigns, from a rookie to a veteran, suffered the failure in his first campaign while succeed in three consecutive terms, Senator Lin Pin-kuen accumulated profound experience in campaign manipulation and strategies. Senator Lin Pin-kuen¡¦s campaign for Peng-hu Hsien in 2001 is the main topics in this case study. Analyses are built on the basis of marketing strategies and further studies in political activities, the election campaigns. Hopefully, the fulfillment of this case study will accomplish the following concepts: 1. The applications of ¡§marketing concept¡¨ to political party, partisan, campaign strategy and management. 2. The proof of marketing creativity and manipulation is applicable to election campaign. 3. Hoping that the necessity and possibility to apply marketing concept in campaign is unavoidable, so as to upgrade the campaign morality, culture and quality. 4. To prove that marketing theory and technique can be both applied to non-profit seeking realms. Key words¡Gmarketing¡Bcustomer orientation¡Bnonprofit marketing¡B person marketing¡BSWOT analysis¡Bmarket segmentation¡Bmarket targeting¡Bposition¡B integrated marketing communications