Investigating the Influence of Service Quality and Customers Equity on Car Brand Loyalty

• Main Authors: Kuan-jen Wang, 王冠仁
• Other Authors: Yin-Chieh Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/20282297447671345439

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 99 === This study aimed to investigate the influence of service quality (interactive service quality, facility service quality, product attribute quality, and satisfaction with solution to problem) on customer equity (value equity, brand equity, and retention equity). Furthermore, to investigate how the customer equity improves brand loyalty (attitudinal loyalty and behavioral loyalty). Where is the customer loyalty come from for car company? This is the main point of this study. In this study, based on past literature and built theoretical framework. Research methods used convenience sampling for questionnaire, object of study is ‘car club members’. The questionnaires were dividing into paper and internet versions, sampling methods for the convenience sampling (convenience sampling). A total of 260 questionnaires were issued, for a total responding of 230, 224 valid questionnaires. The study used SPSS12.0 to conduct the analysis. The analysis methods included descriptive statistics, correlation analysis and multiple regression analysis. The Institute attainable main conclusions are: (1) Interactive service quality, Facility service quality, Product attribute quality, and Satisfaction with solution to problem generally has a positive impact on Customer Equity. (2) Value equity, Brand equity, and Retention equity has absolute positive impact on Brand Loyalty. Automobile companies should look at existing customer loyalty programs, listen to consumer demand, and try to meet consumer demand at any time by providing well services and products to improved customer value and brand loyalty. Findings and recommendations do useful for the industry and academic reference hopefully.