| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 98 === Kotler(1997) mentioned that if the company has the highly satisfied customer, it means that the company will get the customer’s heart. It also means that the company can obtain the higher customer loyalty. Therefore, we can understand that the loyal customer is the company’s basis and the key managing forever. In such a fiercely competitive car market, the LEXUS used a new marketing pattern and entered Taiwan’s car market successfully. However, how to grow stably and to satisfy customer's demand, it become very important to all of the car company. In this study, we used the demonstration center, the sales reception, the junction vehicle process, the written work and the post-sale service to measure the service quality. And we also used company image, service quality perceived quality, customer satisfaction, customer loyalty, and customer complaint to measure the car customer degree of satisfaction.
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