A study on the factors affecting customer satisfaction and the relationship between customer satisfaction and behavioral intention- Using domestic car as an example

• Main Authors: Chen-Kai Lun, 陳凱倫
• Other Authors: Chia-Hung Hsieh
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/tq9df3

碩士 === 銘傳大學 === 管理研究所 === 96 === With advances of time and environment, people’ view of marketing is changed as well. Since the rising of consumer consciousness and highly competitive industry nowadays, the leading power of the market is transferred from the seller to buyer, that is, customer has the right to choose the product. 　　Zeithaml, Berry and Parasuraman (1996)have pointed out that the customers’ follow-up behavioral intention toward the product or service could be given the positive reputation, increased the quantity of purchase, willing to pay higher price and recommended others while the overall customer satisfaction is high. On the contrary, the customer may convey negative reputation, appeal to the enterprise or the third organization, affect others’ purchase intention while customer satisfaction is low. 　　The data collection used in this research was based on the quota sampling; the sample was analyzed by using descriptive statistics and linear regression. The results are listed below: (1) Brand image was positively correlated with customer satisfaction. (2) Product quality was positively correlated with customer satisfaction. (3) Service quality was positively correlated with customer satisfaction. (4) Customer satisfaction and follow-up behavioral intention were shown to be partial significantly related. 　　To conclude, the domestic automobile industry is not only need to improve their manufacture skills but also to set a standard procedure for the brand image and service quality. Due to the satisfied customers, the enterprise could establish good imagine and well-known reputation. Furthermore, it also could increase the opportunity of customers’ repurchase intention and recommend others to purchase to create the competitive advantage.