The Study on the Relationships among Brand Trust, Customer Satisfaction, Brand Loyalty, and Word-of-Mouth

• Main Authors: Yun-Ru Hung, 洪韻茹
• Other Authors: Shu-Hsien Liao
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/93789599154397469105

碩士 === 淡江大學 === 管理科學研究所碩士班 === 97 === The study mainly investigates the relationships among the brand trust, customer satisfaction, brand loyalty, and word-of-mouth. Nowadays, the automotive industry is facing competitive environment. Whether the industry can enhance brand trust, increase customer satisfaction, and then customers agree to be with a good brand loyalty, and the formation of reputation, which the key issues of this thesis. In this study, a survey of empirical research, and Toyota drivers for the study sample, for a total of 375 questionnaires were issued, and recovery for the 258 valid questionnaires. This study uses the structural equation modeling to empirically explore the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. The results indicate the best model is causal chain, that is, brand trust must through customer satisfaction initially, and then through brand loyalty to impact the word-of-mouth. Therefore, the automotive industry who, in addition to the basic core technology in the automotive manufacturing and expertise to continuously improve, in order to make customers can trust them, they have to strengthen after-sales maintenance and personnel training. The brand loyalty comes along with customer satisfaction, further build up the good impression and reputation then the opportunity of purchase intention and recommend others to purchase are increasing. In order to promote the enterprise profitable, everlasting conducts, are the ways to keep long term competitive advantages.