THE STUDY OF THE RELATIONSHIP AMONG SERVICE QUALITY, BRAND IMAGE, CUSTOMER SATISFACTION,AND CUSTOMER LOYALTY--A SURVEY OF BICYCLE CONSUMERS

• Main Authors: Yuan-fang Chang, 張圓芳
• Other Authors: Kuo-chung Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/70258865989368872304

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 99 === 　　In recent years bicycles have been in vogue for their eco-friendly character. While having a bike is on everyone''s concern, how to win favor with consumers in this bad time has been on entrepreneurs'' mind. For consumers the most important thing is the service quality and brand image, which in turn effect the customer satisfaction and loyalty to the company. This study investigated the consumers from the region of Chiayi and Tainan. Using the independent sample t-test and one-way ANOVA, we found that gender, age, occupation, education, and income separately had no significant effect on consumers'' recognition of service quality, brand image, customer satisfaction, and customer loyalty. Further regression analysis explored the relation between service quality, brand image, customer satisfaction, and customer loyalty. The result indicated that both service quality and brand image has significant positive effect on customer satisfaction and customer loyalty, while customer satisfaction has significant positive effect on customer loyalty. As for the mediating role of brand image and customer satisfaction, the result indicates that both brand image and customer satisfaction partially mediates the effect of service quality on customer satisfaction and customer loyalty, while customer satisfaction mediates the effect of brand image on customer loyalty