A study of comsumer loyalty behavior in Taiwan automobile industry -satisfaction as a mediating variable

• Main Authors: I-Hsien Lin, 林宜賢
• Other Authors: 張俊惠
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/12557644488733010411

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 95 === With the fast development of economy, people are more willing to purchase an automobile which has become the most pivotal necessity in our daily life. Since 2002, the domestic economy recovery has boosted the growth of automobile-purchasing demands and made the domestic automobile market maintain a stable growth. But in 2006, the serious problem of credit card debt caused banks to adopt the policy of tightening car loans that made people’s consumption patterns turn conservative. Moreover, with the dramatic rising of international crude oil prices, it also makes a big and negative impact on the domestic automobile market. Fortunately, in recent years, the card debt problem has gradually relieved and the Directorate-General of Budget, Accounting and Statistics, Executive Yuan, has also announced that Taiwan’s GDP in 2006 has broken through $16000 U.S. dollars, which will all help restore consumer confidence. According to the analysis of industrial market above, it shows that the domestic auto market will produce a new wave of automobile-purchasing demands in 2007. Besides, each automobile company is certain to take action to attract consumers to purchase their product that will intensify the competition in the domestic auto market. Therefore, it will be a big challenge for those companies to maintain the existent customers’ loyalty. Based on the above-mentioned statements, the focus of this research is on the consumer’s loyal behavior in the Taiwan auto market. The researching object of this thesis is the users of sedan in Taiwan’s auto market and it also study the main three factors that affecting customers’ loyal behavior most, (namely product superiority, individual fortitude and the social support ), trying to find out which of the three factors is the major reason that leads to customers’ loyal behavior. Furthermore, this research also try to find out whether satisfaction is the mediating role that contributes to loyal behavior. This research uses the convenience sampling method to collect data. The questionnaire provides the way including the network as well as the personnel provide. The questionnaire was analyzed by the structural equation modeling(SEM). The research analysis result and the discovery description as follows: 1.The three antecedents of loyalty, only social support has a direct influence on loyalty. 2.The three antecedents of loyalty all lead to loyalty behaviors through satisfaction. 3. Because only social support has the direct influence on loyalty, therefore the companies must emphasis brand social position to promote consumer loyalty. 4.Because satisfaction is a important mediating role, the companies must grasp product superiority, individual fortitude and the social support to make consumer satisfy and it will be able to guarantee the consumer to purchase the same brand automobile in the future.