A Study of Lifestyle Segmentation on Service Quality, Satisfaction, Switch Barriers and Customers’ Post-Purchase Behavior: Neural Network Analysis

• Main Authors: KELLY WU, 吳凱瑛
• Other Authors: 侯嘉政
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/82182115667890326503

碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 94 === In the automobile industry the after-service has been more popular and more important. Many companies put a lot of effort on after-service more than sell the products, because the profits have mainly come from the after-service. Therefore, the main concern of all the automobile dealers is how to manage the relationships with customers well to maintain the stability of the profits. This study investigated the relationship on lifestyle segmentation between service quality, customer satisfaction, switching barrier, and customers’ post-purchase in neural network analysis and individual interviews. The results showed the dimensions of service quality, the interaction quality was the most important one, especially in employee’s attitude and their behavior. The space design and the stomsphere is more important than social fator of physical environment. The waiting time is the most important factor in outcome quality. Service quality was positively influence on customer satisfaction significantly. However, the post-purchase showed no difference. In the lifestyle segmentation, the result showed it can defined into 4 gorups (the Pinch pennies, the family oriented, the risk oriented and the healthy oriented). The switching barrier was including perceived switching cost, interpersonal relationships, and attractives. The result showed the Pinch pennies and Family oriented perception of interpersonal relationships, the Pinch pennies perception of perceived switching cost, and the Family oriented perception of attractives were significant. In the customer characteristic, the family income to the Pinch pennies and the age to the Family oriented were significant. And others customer charateristic showed no difference.