Exploring the Antecedents of Service Value and Their Impacts on Consumer Loyalty- the Automobile After-sales Industry as Example

• Main Authors: Chin-Yi Chang, 張進益
• Other Authors: Ching-Lung Shen Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/49133017035216840041

碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班(EMBA) === 98 === In Information service technologies have been extensively applied in vehicle maintenance industry nowadays. The vehicle maintenance service has been evolved from passively waiting customer into actively visiting customer style. With the assistance of internet technology, the marketing promotion can create a more convenience service and higher service value. When customers have service needs, the garage intends to establish a high loyalty relationship with customer through real high perceived service value feelings. These feelings need to be realized via enhancement of service quality, establishment of good company image, and also well interaction with customers for valuable and respectable feelings. This study is to evaluate the after-care service quality in garage, and discuss the effects of service value factors to the customer loyalty. Three antecedent factors of service value were selected in the research, which include service quality, corporation image, and customer relationship management. This questionnaire was designed to be accomplished by the customer using or after service, by the help of technicians or administration staffs of the six famous brand vehicle corporations in Kaohsiung and Pingtung area. The result of the questionnaire was analyzed by means of the LISREL and ANOVA variance analysis techniques to find out the relationship between three antecedent factors. The results confirmed that the automotive factory service value was high-positively affected by the customer service quality, corporation image and customer relationship management. How to provide good customer perceived value for customer to feel highly reliable, trust and expectation is the most important factor influencing customer future loyalty to the original service factory.