A Study of the Relationship between Service Convenience，Service Quality，Customer Satisfaction，and Repurchase Intention –An Empirical Research of“B”Brand LCD TV On-Site Service

• Main Authors: Cheng-Hui Chang, 張正輝
• Other Authors: 何建德
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/75578169428684542815

碩士 === 元智大學 === 管理研究所 === 94 === The new generation of large-size LCD TV panel factories entering mass production phase one after another。The supply of LCD TV panels keeps increasing in a large amount continuously。It resulted in the continuous glide of LCD TV price，which it produced the demand to heighten in step。LCD TV，because the above reasons，has the strength to rapidly replace the traditional CRT TV in the current trend。In addition，due to causes of the governments of various nations in the world are initiating digital-TV channels，they also affected the big range growth in demand of the LCD TV。 According to IDC’s estimation，LCD TV shipment volume is forecasted to reach 92.8 million units in 2010，the Compound Annual Growth Rate (CAGR) of the forecast is almost 25% per year，which comes to a very astonishing growing strength。The case study company is known as the 3C digital lifestyle product expert。LCT TV，of course，is deemed as the key target in entering living-room market battlefield。However，the individual differences of LCD TV is becoming smaller and smaller，as well as the gross profit margin。The Key Management Indications for the management levels to focus on are how to deliver a satisfactory 『Differentiated Service』to customer in such competing market to retain current customers to raise their repurchase intentions，as well as to further establish the brand loyalty。 This study is based on Berry(2002)’s service convenience model，Larson and Bastiansen(1991)’s service attitude，PZB(Parasuraman，Zeithaml and Berry (1985)’s service quality evaluation and SERVQUAL chart，Churchill and Surprenant(1982)’s customer satisfaction rate evaluation，plus Aaker(1991，1996) and Oliver(1999)’s repurchase intentions and brand loyalty evaluation to focus on the empirical research of“B”Brand LCD TV on-site service via questionnaire survey。The purpose is to test and verify on the spot for the relationship between service convenience，service quality，customer satisfaction，and repurchase intentions。The study can be the case company and the related industries’ references and advices on the after-sales service investments and management point of view。