| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 94 === After joining WTO, Taiwan automobile market facing many competitions and pressures come from the import tax reduction and the customers have the variety of needs. In such situations, Taiwan automobile market want to maintain long-term profit, have to understand the customer’s need , maintain customer’s satisfaction and loyalty, and develop the long-term relationship with customer.
The purpose of this study is to investigate the product/service quality will influence the customer satisfaction, the customer satisfaction will influence the customer loyalty and the customer loyalty will influence the customer lifetime value. The questionnaire aim at the customers of TOYOTA company. The questionnaire issues 300 copies totally, valid return with 284 copies, valid return rate is 94.67％. According to the definition, the customer loyalty is evaluated with repurchase intention and recommendation, and the customer lifetime value is evaluated with usage factor and word of mouth. The regression analysis and the path analysis are used to inquire into the relationship of the customer satisfaction, the customer loyalty and the customer lifetime value.
The statistic software SPSS is used to approach the analysis with the conclusion as follows：
1. The products/service quality has the significant influence with the customer satisfaction. The products/service quality is high and the customer satisfaction is high as well.
2. The customer satisfaction has the significant influence with the customer loyalty. The customer satisfaction is high and the customer loyalty is high as well.
3. The customer loyalty and the customer lifetime value have no significant effect.
The conclusions appeared that the products/service quality will affect customer satisfaction、repurchase ratio、recommendation and customer loyalty. For our automobile industry, beside the price discount, R＆D and advertisement, maintain the customer loyalty and develop the long-term relationship with the customers are also important as well.
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