| Summary: | 碩士 === 國立高雄大學 === 國際企業管理碩士學位學程 === 102 === In recent years, the competitive key of enterprises has subjected to how to upgrade their service quality and strive for well-rounded customer satisfaction to influence customer's royalty. This study is aimed to explore the correlation between service qualities; brand image, reference price and customer satisfaction. To achieve the research objective, gathering and analyzing of related documents are going to form the primary structure of this research. To exam the research hypotheses, questionnaires are analyzed through various statistical methods, such as regression analysis and hierarchical regression analysis was used to test the hypothesis. The method of grounded theory was adopted with case study conducted by collect data, such as questionnaires. We take the consumer who purchase bicycle as an example to investigate the consumer behavior of this study. To investigate it, the case study analyzed by SPSS, and then generated some concepts in common. The analysis of the Merida Bikes Company is contributed five primary parts:
(1) Brand image (2) Service quality (3) Reference price (4) Customer satisfaction (5) Gender. The results showed that: (1) Brand image has a positive effect on customer satisfaction (2) Service quality has a positive effect on customer satisfaction (3) Reference price has a positive effect on customer satisfaction (4) Customer satisfaction has a positive effect on customer loyalty (5) Gender has a positive effect on customer satisfaction.
The followings are concluded according to the result of this research: 1. Brand image has positive influence on customer satisfaction. 2. Service quality has positive influence on customer satisfaction 3. Reference price has positive influence on customer satisfaction. 4. Gender has positive influence on customer satisfaction. 5. Customer satisfaction has positive influence on customer loyalty.
|
|---|
