| Summary: | 碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 101 === Taiwan's auto maintenance industry is a maturing technology-intensive services industry, where various institutional car warranty factory resides in. Recently, fluctuations in international oil prices, global financial crisis, the emergent of the domestic high-speed rail and etc., resulted in the decline of sales and utilization of automobiles. Thus, competition within the auto maintenance industryis intensified. In addition, dueto technological developments, car warranty information can be easily accessible by customers and prices or services provided are also easier to compare.
“Customer loyalty” is the basic necessity for business survival. Thus, in the face of intense competition, customer churnisa critical issue. High churn rate has a significant negative impact on corporate profits and competitiveness. If a firm can reduce the rate of customer churn, it canassist inimprovingtheir revenue. The focus of this study is to examine the potential relationship among professional competency, perceived value, trust, and customer satisfaction oncustomer churn. Based on a sample of 248 EMBA students from the Kaohsiung and Ping-Tung countiesof Taiwan, ourresults indicate (1) professional competency and perceived value is positivelyrelated to trust and customer satisfaction; (2) trust is positively related to customer satisfaction; (3) trust and customer satisfaction is negative related to customer churn; (4) trust mediates the impacts of professional competence and perceived value on customer churn; and (5)customer satisfaction mediates the impacts of professional competence and perceived value on customer churn.
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