| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 94 === According to the consumer decision making process, the result of information search effects their final choices a lot. And the consumer can receive more product-related knowledge because of the rapid growth of information technology and internet. Although the issue is very important, there were a few studies mentioned about it and no common consensus in how the information affects consumers. Therefore, this article argues that how the perceived quality and customer knowledge impact customer loyalty. We separate the perceived quality into two sub-constructs, product quality and service quality. After identifying the effects of the perceived quality, we treat customer knowledge as a distribution variable and see if the relationship between perceived quality and loyalty is different. The study use email and street survey to collect data. From the result of the survey, the perceived quality of product and after-sales service had a positive effect on customer loyalty, and the sales service had no significant effect on customer loyalty. Besides, the customer knowledge would distribute perceived quality and that made the effect of perceived quality apparently different from knowledge levels.
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