| Summary: | 碩士 === 國立高雄師範大學 === 事業經營系 === 103 === Automotive coating is a new way to protect automobile sheet metals, baking varnish and paint patterns. This new service already caught the automobile industry’s attention, many domestic automobile factory applied this new service into their automobile beauty department. However, in the academic field, there is lack of research related to this new service. Therefore, the present study investigates how corporate credibility and service quality affect consumer perceived value and loyalty through automotive coating service.
The present study adopted a quantitative survey design and used purposive sampling to collect the data. Participants are consumer of automotive coating in Kaohsiung. The purpose of the study is to investigate the automotive coating consumer’s opinion of corporate credibility, service quality, consumer perceived value and loyalty. The study administered 154 questioners and 154 questioners were collected. There data was analyzed through correlation analysis and regression analysis by SPSS. The result reveals :
1.Corporate credibility positive significant affects to consumer perceived value.
2.Service quality positive significant affects to perceived value.
3.Consumer perceived value positive significant affects to loyalty.
Besides, the study indicated that demographic variables, sex and education, will also positively affect consumer perceived value and loyalty.
Last but not the least, the study findings may serve both further research on management and leadership and related businessman as a guide. Also, the last chapter explained the limitation of the present study as the reference to further research.
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