The Relationship between Service Quality , Brand Image and Repurchase Intention－An Example of TOYOTA RAV4 SUV

• Main Authors: Kuo, Chih-Hsiung, 郭智雄
• Other Authors: Chen, Cheng-Che
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/54vk2r

碩士 === 遠東科技大學 === 行銷與流通管理系碩士班 === 106 === Nowadays, it has increased holidays and annual leaves for labors due to the government labor laws of “one fixed and one flexible day off”. Furthermore, as well as the improvements of living standards, people increase tourism activities and also the demands for cars day by day. In order to improve the quality of tourism, recreational vehicles (RV) are produced to satisfy the markets. This research aims to analyses the repurchase rates of TOYOTA RAV4 SUV owners and also to examine whether those owns are willing to introduce their friends and relatives to purchase TOYOTA's RAV4 SUV under a good brand image. In this paper, the following statements will be discussed: (1) the impacts of service qualities upon to the brand image (2) the influences of brand image on repurchase intentions (3) the influences of service qualities on repurchase intentions (4) the moderating effects of brand image between service qualities and purchase intentions. The research methodology of this study is using questionnaires to collect data. In addition, those data will be analyzed by statistical methods, such as correlation analysis, regression analysis, and hierarchical regression analysis. In conclusion, the following results will be the references for customers while purchasing recreational vehicles. (1) Service qualities shows positive and significant impacts on brand image (2) Brand image caused positive impacts on repurchase intentions (3) Service qualities have positive impacts on repurchase intentions (4) The moderating effects of brand image effect between service qualities and repurchase intentions.