| Summary: | 碩士 === 國立成功大學 === 國際經營管理研究所碩士班 === 100 === This study explored the influence of perceived product quality, service quality, price, and trust on customer satisfaction and customer loyalty in Vietnamese motorcycle market. In addition, the moderating effect of perceived importance of country of origin in brand on the relation between price and customer satisfaction was also investigated. This study surveyed and collected 253 answers from motorcycle users in Vietnam. The research results based on these answers showed that eight hypotheses were well-supported with providing very important evidences for this study. The findings indicated that customers were satisfied and loyal with motorcycle brand when they perceived that the product brand has good quality, the price of product is reasonable to purchase, and the motorcycle firms are responsible for their products and in supporting customers. Additionally, customers who perceive the country of origin in brand as an important cue in purchasing decision are most likely be satisfied even the price of the products are high. Surprisingly, the results of this study showed that service quality has negative influence on customer satisfaction. The explanation of this is because service was provided to customers almost during maintaining and repairing times, so more of service received the worst of product quality. Therefore, in overall customers were dissatisfied due to the low quality of products as well as wasting time and money for fixing their motorcycles.
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