A Research Exploring The Effects of Service Quality,Relationship marketing, Brand Equity, Market Characteristics, And Relationship Quality On The Customer Loyalty –An Empirical Study of Auto Part’s Channel in Taiwan Aftermarket

• Main Authors: Hung, Chin Sheng, 洪進勝
• Other Authors: Shen, Ching Lung
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/80086814841215994510

碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班(EMBA) === 97 === In curret years, the enterprise is facing the enviroment with fierce competition. They have realized that keep customer’s loyalty maintenance of management is the key point. Enterprise should consider how to provide best service and products in order to satisfy target customers that will maintain the good relationship between the enterprise and customers permanencely. For this reason, enterprise needs to establish thier own brand(trademark) figure,promote their relation of marke, integrate thier arrangement of ideas,improve the enterprise inner or outer service quatity, and understand their market indentity that are the ways to incrase the releashiption with custoemrs and strengthen the loyalty of the customers. Customers’loyalty creates the benifit for both vendee and vendor which is the important operation stratagem for enterprise’s existence and development. This studying is for automobile parts industry in Taiwan area. The studying and investigating object are based on Taiwan automobile material business trade union register 2007 and Taiwan autombile repair business tade union register 2007. Also, this studying is using a specimen for investitation. All the questionnaires need to be filled and retrieved in person. There are 350 questionnaries in total provided, the valid questionnaries are 239. The retrieving rate is 68.2%. Besides, the study is applied LISREL to proceed practical attestation and to proof every hypothesis. In general, the collocation of theoretical pattern is conformed acceptable goodness of fit test level. So it shows that the theoretical pattern of the study obtained support, and proves that six constructs indeed exists significantly influence of relationship. The major discoveries of the study are: (1) Service quality is significant positive correlated with relationship quality.(2) Relationship marketing significant positive correlated with relationship quality.(3) Brand equity is significant positive correlated with relationship quality.(4) Market Characteristics is significant positive correlated with relationship quality.(5) Relationship quality is significant positive correlated with customer loyalty.