倫理銷售行為對顧客忠誠度影響:以臺灣蘋果電腦公司為例

[[abstract]]This purpose of this research is to investigate the influence of ethical sales behavior toward customer loyalty and effect to the product sale positively in the Apple Inc. which is largely responsible for the enormous growth of the personal computer industry. Another factor which can influence to customer loyalty is customer trust. This study also needs to determine the previous paper that related to the factor and variable of the impacts of ethical sales behavior on customer loyalty in another industries. The questionnaires were surveyed by 200 samples who have perceived salesperson’s service store and confronted with the salesperson in Taiwan Apple store. To analyze collected data by using Statistical Package for the Social Sciences (SPSS) vers.21 to figure out the significant among the independent variables and the dependent variable. The data analysis consist of Reliability and Validity test, Descriptive Statistical Analysis, Correlation analysis, Multiple Regression which were used in order to capture the relationship of variables. The Ethical sales behavior and customer trust have influenced customer loyalty significantly in this industry