| Summary: | 碩士 === 淡江大學 === 會計學系碩士班 === 106 === In recent years, the service industry has experienced a period of rapid development. Considering the global market, competitive enterprises continue to seek outstanding service quality, customer perceived value, and image, in order to obtain customer loyalty. This study mainly discusses the influence of the corporate image on the customer''s repurchase intention and proposes the attractiveness of alternative, service failure severity and service recovery as a moderator variable of the influence of the corporate image on the repurchase intention. In this study, a questionnaire survey was conducted among the customers who had the mobile phone, and the data were tested by SPSS and the hypotheses were verified by regression analysis. The results show that the corporate image has a positive impact on the repurchase intention. When the customer thinks that company has a good image, it will make them more willing to buy the goods again. Besides, the attractiveness of alternative and service failure severity impact the relationship between corporate image and repurchase intention. Finally, this study discussed the managerial implications and offered suggestions for the future researchers.
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