| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 102 === In today's competitive environment, to maintain and build relationships between customers, and increase customer retention are important marketing issues . The purpose of this research is to investigate how the domestic auto industry increases customer satisfaction through customer perceived value, which in turn obtain identification from customers and create a positive corporate image in order to increase customers’ intention for repurchasing. This research compiled the above literature variables and explored correlation for domestic automobile users in northern, central and southern regions of Taiwan. There were 370 valid questionnaires returned through paper questionnaires and web questionnaires. The statistic software SPSS was used to approach descriptive statistics, reliability analysis, validity analysis, confirmatory factor analysis, structural equation and so on. The SPSS statistical software conducted descriptive statistics, reliability analysis, validity analysis, factor analysis, regression analysis and other statistical methods. The conclusions are as follows: First, the customer's perceived value of the domestic automotive has a significant and positive correlation with the customer satisfaction, in which the customer's price function value, quality functional value , emotional value has a significant and positive correlation with customer satisfaction. Second, the customer's perceived value of the domestic automobile has a significant and positive correlation with corporate image, in which the social value of the customer, quality functional value, and emotional value has a significant and positive correlation with the corporate image. Third, the perceived value of the domestic automotive customer has a significant and positive correlation with the customer’s repurchase intention, in which the customer's social value, quality functional value, emotional value has a significant and positive correlation with repurchase intentions. Fourth, the perceived value of the domestic automotive customers has a significant and positive correlation with corporate image through mediation effect of customer satisfaction. Fifth, the perceived value of the domestic automotive customers has a significant and positive correlation with customer repurchase intention through mediation effect of corporate image. Related management implications are discussed in this article as well.
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