| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 103 === As service industry is prospering, corporations should re-examine the relationship with consumers and increase customer satisfaction and brand loyalty by different kinds of experiential marketing to improve service quality. When the word of mouth is built, consumer will be more likely to repurchase or recommend products to their family or friends, corporations can make more profit to achieve sustainable operation. In the past, most of the research studying customer satisfaction and brand loyalty of automotive industry only focus on relationships between aftersales service quality and customer satisfaction, there is no research studying relationships between experiential marketing, traditional marketing and customer satisfaction. The study chooses 24 vehicle workshops in North, Central and Southern areas in Taiwan by sending 345 questuinaries in total. 340 copies were verified Using SPSS 20.0 statistical software as a data analysis tool.
The research is based on questionnaire responses of new-vehicle owners (from T brand, domestically produced car) during the first month of ownership, and studies how traditional sales process, experiential selling, product quality, service quality and experience influence customer satisfaction and brand loyalty.
According to empirical results show that traditional sales and sales experience providing auto sales industry have partial positive impact on product quality part.
The traditional marketing and sales experience have positive effects on the quality of service.Traditional marketing and sales experience have positive effects on the quality of experience.Product quality, service quality and experience quality have positive impact on perceived Value, quality of experience have positive effect on customer satisfaction, perceived value and customer satisfaction have positive impact on brand loyalty.
Thus, auto sales industry still continues to provide good service through the traditional selling to strengthen brand loyalty greater impact on service quality and experience quality service to enhance the product descriptions and learning, experience like the sense of participation, etc. courses. In addition, the empirical results also confirmed that the car sales industry in the future will be gradually transferred from the service industry slowly into the experience industry.
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