The Research on Influence of Service Quality Differences of Corporate Image on Customer Satisfaction and Customer Retention.A Case Study of Automotive Repair Industry in Countries of Central Taiwan

• Main Authors: Chang Yuan Bao, 張源堡
• Other Authors: 呂承璋
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/31551181522703610588

碩士 === 亞洲大學 === 國際企業學系碩士在職專班 === 98 === ABSTRACT The competitive environment of domestic car after-sale service has entered the white-hot stage. Facing homogenization and rising quality of domestic vehicle, improving the competitiveness of car after-sale service by way of price war could not be sufficient. According to this situation, increasing customer satisfaction for improving customer retention and repurchase intention, the relationship between enterprise and customer as well as service quality differences need to be considered in order to enhance sustainable management. This research image according to the influence of service quality differences of corporate image according to the differences of customer cognition on customer satisfaction. The corporate image of several brands of automotive repair industry in countries of central Taiwan would be discussed in this research. Study as follows: 1. Service quality differences have a significantly positive impact on customer satisfaction. 2. Customer satisfaction has a significantly positive influence on customer retention. 3. Service quality differences have a significantly positive impact on customer retention. 4. Corporate image has influences on service quality differences and customer satisfaction.