A Study of Brand Image and Service Quality on the Impact of Customer Satisfaction：With American Ford Motors and Japanese Toyota Motors as an example

• Main Authors: Hsiu-Hsien Cheng, 鄭秀線
• Other Authors: Meng-Kuo Chuang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/11701116484868755187

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === ABSTRACT The vigorously growing computer technology and internet has changed the economic activity and had brought competitive business into the era of globalization. Taiwan automobile industry has been facing the unprecedented challenge. Therefore, promotional activities remain one of the most common goals of a marketing campaign. Under the highly competitive business environment, the methods of building customer relationship, improving quality of service and enhancing the good brand image has become important issue for successful and sustainable business. The purpose of this research was to provide analysis of the Toyota motor and Ford motor. This result of this study could be useful to the automakers. Hopefully this research can be a good resource for automobile industry. A self-completion questionnaire survey was administered to a sample of 500 participants that asked about the brand image and quality of service. The participants for this research were from the Changhua county. There are 456 of valid samples; the response rate was 91.2%. The data in the study was statistically analyzed using SPSS, four of findings are worth summarizing: 1. The better brand image might have a positive effect and helps increase customer satisfaction. 2. The better brand image might have positive effect and helps improve the quality of service. 3. The better quality of service might have positive effect and helps increase customer satisfaction. 4. The quality of service has positive effect on brand image and customer satisfaction. All the key factors have been shown to be positively correlated with one another. Key Words：brand image, service quality, customer satisfaction, automobile business