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An empirical investigation of the relationships between service quality, membership satisfaction and membership loyalty at “Gesellschaft für technische Kommunikation – tekom Deutschland e.V.”: adjusted SERVQUAL model

  • The current master thesis makes an effort to investigate relationships between perceived service quality, membership satisfaction, and membership loyalty at “Gesellschaft für technische Kommunikation – tekom Deutschland e.V.”, applying adjusted SERVQUAL model. To attain the formulated objectives in scope of the current research, the “Satisfaction – Profit Chain” model is applied, consisting of “Attribute Performance”, represented by SERVQUAL service quality dimensions supposed to serve as antecedent of the second component of the chain “Membership Satisfaction”, and “Membership Loyalty” in order to investigate relations between these three. The findings of the study are supposed to serve as a basis for altering the existing CRM Strategy in order to eliminate current issues within the association, develop strategic marketing capabilities, and create value for members’ attraction and retention.

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Metadaten
Author:Daniil Filipenkov
Advisor:Christoph Mergard
Document Type:Master's Thesis
Language:English
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Date of final exam:2020/02/04
Release Date:2020/02/25
Tag:Loyalty; Membership; SERVQUAL; Satisfaction; Technical communication
Degree Program:IMM - International Management
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG