The study of the impact of customer satisfaction and brand image to the auto parts supplier

• Main Authors: Hsin, Hsiao-Chi, 辛曉綺
• Other Authors: Liao, Hsien-Tsung
• Format: Others
• Language: zh-TW
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/71515438848724766653

碩士 === 南台科技大學 === 工業管理研究所 === 100 === Change through time, the economic development in Taiwan has entered the industrial level of technology-intensive. Due to the change of economic environment, low cost and high labor force of neighboring developing countries, the national products do not have price advantage anymore. In addition to the change of global economic pattern, the traditional manufacturing business no longer focus only on the quality of products, but also listen to the opinion of customers and the change of the market demand. This research mainly studies existing and potential customers of an auto parts company through two different surveys. Discussing the meaning of its brand image to the customers, and customer satisfaction of existing customers. The research is analyzed by software SPSS version 18, and examined the hypothesis through reliable analysis, descriptive statistics, one-way ANOVA, factor analysis, and cluster analysis. The results indicate that the brand image of case company is generally recognized by its customers. The research use ethnic analysis to divide the existing customers into three clusters, and conduct related analysis on each dimension of satisfactions. Therefore, the characteristic of individual group are described based on the analysis results, and enterprise can implant different marketing strategies according to different clusters, expecting to provide more effective services and solving problem for the customers.