The Impact factors of Corporate Image and Service Quality on Purchase Decision－using Interior Design Industry as Example

• Main Authors: I-Chun Lai, 賴怡君
• Other Authors: Shih-Yung Liu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/34887477262670519829

碩士 === 中原大學 === 室內設計研究所 === 101 === As social economy change, violent firm competition, many companies face customer attrition with oversupply of the market. Past research literatures demonstrate that corporate image and service quality have great effects on customer purchasing decision and repurchase intention. By analyzing corporate image and service quality, this research will investigate the most important factors to influence customer purchase decision and to improve the operation for managers in Interior Design industry and propose them how to achieve the goal of permanent business development . According to collating the past research literatures , an interview questionnaire is divided into three Project：Company organization, Customer relationship and product subject. By analyzing contents and sound-recordings. We can investigate that how corporate image and service quality influence customer purchase decision. This research chooses five senior managers in Interior Design Industry by purposeful sampling. The result of this research shows that corporate image and service quality really have great influence on customer purchase decision. There are four important factors to influence companies running：appearance of employee, spontaneity, ability of preventing and handling crisis and suitability of products. At last, we suggest that there should be another investigation to draw a comparison between customers from different cultures and regions for increasing practical values in future research.