| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 101 === In the past, the fact that customers tend only pay attention to product quality has changed to focus on both the product quality and service quality. As a corporate, in addition to provide good product quality, it should realize providing good service quality will also add the additional value to the merchandise in purchasing activity. Following the bloom of economics in the past decades, the living standards of the people had significant raised. This caused automobile market gained attentions for each automobile maker.
Until 2011, there are 45 companies selling automobile in Taiwan. Because each brand has their own loyal customer, they are facing a very keen competition situation and trying to gain the market share as possible as they can. In such circumstances, how to gain customers’ preference is a big topic. The corporate should focus on what customers concern the most. There is no doubt that the first concern is the product quality. However, when customer purchased the products, they gradually started to value the service provided by automobile dealers. Thus, the service quality is provided and used during purchasing. It is also a factor that corporate should emphasis on.
The research subjects are customers that had purchased and currently owned the vehicle. The study use convenience sampling method to send questionnaires in paper forms. 350 copies of questionnaire are released, of which 263 copies are returned. After deleting 17 invalid questionnaires, the numbers of the actual valid questionnaires are 246 copies. This study use AMOS 18.0 software to analyze the structure equation model, and verified the hypothesis of the research.
The research results showed: both the product quality and service quality have significant positive effect on the customer satisfaction to automobile makers and customer satisfaction has positive impact on customer loyalty. According to the result of the research, it indicated that when customers evaluate the product quality, they tend to focus on “matching customer’s tastes and preference” (including perceived quality, aesthetics, and product features) in the first priority. After that, the “hassle-free use” factor (including the durability, serviceability, and reliability) is taken into concern. The last factor is that they care “fit for intended use” (including product performance, specification and consistency). As for service quality, firstly customers will focus on the reliability and responsiveness of the service, and secondly the assurance, empathy and tangibles.
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