A RESEARCH OF RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND LOYALTY－FOR TAIPEI CITY MOTORCYCLE MARKET

• Main Authors: Hsu,Wen-chi, 徐文琪
• Other Authors: Lee,Hsien-che
• Format: Others
• Language: en_US
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/05938986039743022516

碩士 === 大同工學院 === 事業經營研究所 === 87 === With the rising awareness of consumerism, firms need to reexamine their relationship with consumers. As a result, services provided to satisfy consumers become strategic tools. To provide careful and high quality service will undoubtedly be a source of competitive advantage. Hence, searching for factors conducive to consumer satisfaction is an important issue in the marketing area. This study attempts to take the motorcycle as an example to measure consumer satisfaction, antecedents and subsequences of consumer satisfaction based on consumer-oriented views. The research objects of this study are Taipei City motorcycle users. The objectives of this study are as follows: 1.To understand the relationship between the brand and the customer satisfaction extent of the motorcycle consumers in Taipei City. 2.To understand the relationship between the brand and the customer loyalty extent of motorcycle consumers in Taipei City. 3.To understand the relationship between customer satisfaction and the loyalty extent of the motorcycle consumers in Taipei City. The major findings of this study are summarized as follows: 1.Different brand motorcycle will not influence their satisfaction extent. 2.Different brand motorcycle will influence their repurchase intention. 3.There is a significant correlation between consumer satisfaction and loyalty. That is, the more satisfaction the more repurchase intention. The implications for managerial practices are pointed out as follows: Consumers attach importance to those attributes, which bring them benefit. For consumer-oriented firms, customer satisfaction is an objective the firms pursue and an important sales tool. When attaining high levels of consumer satisfaction, the firms can make use of this achievement to publicize their achievement on the target market. In fact, the product market can be segmented according to the main attributes emphasized by different consumer groups. A finding from this study reveals that people of different ages have different repurchase intentions. Therefore, if a motorcycle possesses superiority in a certain functional attribute, a motorcycle maker can use this advantage for market segmentation and intensify its promotion so as to attract the attention of its target market. What firms are really concerned about is the possibility of their consumers repurchasing of their products. Our research reveals that the overall consumers'' satisfaction will indeed make them buy it again. According to a finding from this study, we suggest that managers need to emphasize overall consumer satisfaction programs over strategies centering solely on service or product attribute quality. Although overall consumer satisfaction can predict the tendency of repurchasing behavior, there are still some variances unexplained. That is, some consumers with high satisfaction do not all show their loyalty to the products; in fact, they even shift to other brands. Above all, satisfaction in a product is not the only reason determining the consumer''s repurchase behavior. The personal factor of a consumer as well as the market structure can also influence the consumers'' repurchase behavior. Therefore, we cannot expect that all consumers with overall satisfaction with a certain product will repurchase the same product to express their loyalty. Simply speaking, the managers need to know how the consumers really feel about the quality they offer and whether consumers actually repurchase from the firms that have the highest level of perceived quality or from those with whom they are most satisfied. The motorcycle dealer should learn a great deal about its post-sale service and product attributes and what needs to be done to improve them. Besides understanding the important influence of quality attributes on consumer satisfaction, organizations need to track diagnostic information that predicts how service changes will affect consumer satisfaction, and even revenues and profits. This study suggests that investigation on consumer satisfaction is valuable when it is used periodically to track post-sale service and product attribute trends, and when it is used in conjunction with other forms of measurement.