A Study on the Relationships among Brand Image, Customer Satisfaction and Behavioral Intention

• Main Authors: FANG,LI-ERH, 方麗兒
• Other Authors: TSENG,YAO-HUANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5jgtdg

碩士 === 大葉大學 === 企業管理學系碩士班 === 106 === The goal of this research was to discuss the relationships among brand image, customer satisfaction and behavioral intention of an automobile tire company. This research would study how customer satisfaction of automobile tires plays an intermediary role between brand image and behavioral intention. In this study, research framework, hypothesis and variables operational definitions were proposed after series of literature review. Questionnaires were developed to collect primary data. Collecting data from Google website as the study sample, a total 252 effective questionnaires were collected. Analysis processed by SPSS 22.0 statistic software to explore the relationships between each variable. Research results showed that : (1) a positive brand image leaded to higher satisfaction; higher satisfaction had a greater effect on behavioral intention; better brand image also leaded to higher behavioral intention. (2) customer satisfaction had some mediating effect between brand image and behavioral intention. Lastly, this research finding could be used as a reference to an automobile tire company to upgrade their brand image and further enhance customer’s satisfaction and behavioral intention.