| Summary: | 碩士 === 開南大學 === 資訊管理學系 === 97 === Ever since Taiwan’s accession into WTO, its automobile industry has been confronted with several impacts of oil price hike and global economic slowdown. In the face of such a precarious and volatile circumstance, customer loyalty has become an issue with mounting importance. Related researches suggest that customer loyalty plays a significant role in promoting business competitiveness and reducing operating costs. Customer loyalty, however, may be influenced by various factors. In light of the special features of the automobile industry, product quality and service quality are two vital variables that need to be taken into consideration. The research accordingly aims at exploring the effects of these two quality factors on customer loyalty by using Structural Equation Modeling (SEM). Research results show that neither product quality nor service quality exerts direct influence on customer loyalty. Promotion of customer satisfaction is needed for the two quality factors to have indirect influence on customer loyalty.
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