| Summary: | 碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士班 === 104 === Most enterprises start up their business from 2 to 5 people or a few more of a micro enterprise. As such, micro enterprise is the foundation of all enterprises, and most enterprises are also micro ones, which all the time play a very important role in a nation’s economic development. Nonetheless, micro enterprise rarely wins favor of and is explored by the academic. In marketing aspect, most micro enterprises, due to small scale, scarce expenditure, or insufficient experience, are varied in marketing models. For enterprises, customers are the core of the enterprise business, in which micro enterprises think high of the customer source. Thus, customer retention is very important. Therefore, this study explores the micro enterprise of a specific car professional coating, and attempts to understand in Taiwan the marketing model of how a micro enterprise retains customers.
For the marketing strategy of micro enterprise, it aims to provide customers with satisfactory products or services that can build good customer relationship, especially the long-term and stable relationship. Hence, this study focuses on brand loyalty, customer satisfaction, perceived value, word of mouth, and sales representative expertise to understand how the case company retains their customers. The results in this study show that brand loyalty, word of mouth, and sales representative expertise have a significantly positive influence on the customer retention.
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