| Summary: | 碩士 === 開南大學 === 企業與創業管理學系 === 97 === Automobile purchasing is a high-involvement process for most consumers. Purchase experience and recommendation from others will impact consumer’s final decision. However, automobile manufacturers usually put sales skill before after-sales service, and regarded it as merely one source of revenue. On the other hand, there is few study focus on the relationship between after-sales service cognition and repurchase intention of car buyer. This study, explored the impact on customer satisfaction and repurchase intention from customer relationship, brand image, service quality, and product quality. In addition, this study investigated the moderating effect of after-sales service on the relations between consumer’s satisfaction and repurchase intention. Survey from 120 owners of Mercedes-Benz, the study found that brand image and product quality will be positive impact on customer satisfaction and thus improve the repurchase intention. After-sales service of equipment and professional will strengthen the impact of customer satisfaction on repurchase intention.
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