| Summary: | 碩士 === 南台科技大學 === 工業管理研究所 === 101 === In recent years, the domestic car rental market is becoming highly competitive. Due to such a competitive market, managers must get rid of traditional thinking and pay more attention to the various needs of customers in order to make business continuous.
This research studies the effects of service innovation and service quality on customer satisfaction and customer loyalty to gain a better understanding of service innovation and other aspects of the leasing business.
The research issued 500 copies of questionnaires and retrieved 364 copies of them including 282 effective ones. It attempts to explain the structural framework by establishing evaluation indicators through the methods of descriptive statistics, factor analysis, reliability and validity analysis, Pearson’s correlation coefficient analysis, and regression analysis.
By comparing the results of the statistics and analyses, the research concludes that service innovation has significant influence on service quality, service quality has significant influence on customer satisfaction, customer satisfaction has significant influence on customer loyalty, and quality service has significant influence on customer loyalty.
Keyword: Cars leasing industry, Service innovation, Service quality, Customer satisfaction, Customer loyalty.
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