| Summary: | 碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作系 === 104 === Over the past half-century, the automotive industry has experienced expansion and diversification, has become an important part of our lives and provides personal mobility with speed, comfort, and convenience. In many countries, the automotive industry is recognized to have a positive effect on the long-run economic increasing growth. Nowadays, in order to achieve sustainable competitive advantages in the market, it is necessary to provide and improve customer satisfaction, which is one of the most important factors in business, especially in marketing. Besides, customer satisfaction is also a determining factor of customer switching behavior. Moreover, both of customer satisfaction and customer switching intention directly influence on customer repurchase intention, which decides the success of a company. Therefore, this study aims to find out the effects of service quality and self-congruity on customer satisfaction, which, thereafter, affects customer’s
switching intention and repurchase intention of the customer in Vietnam’s automotive industry. Furthermore, this research has a further discussion of the relationships among customer relationship management (CRM) and switching costs, and switching intention. Along with that, this research also goes to ascertain the combination effect of switching intention and customer satisfaction on repurchase intention. As a result, a research model was developed based on this multidimensional approach.
Quota sampling method was used to collect quantitative data from 400 car owners in Hanoi City and Vinh Phuc Province. However, after deleting some invalid records, only 366 questionnaires are valid. The proposed model and hypotheses were verified by using the structural equation modeling (SEM). There were two steps procedures of structural equation model. The first step is a measurement model test and the second one is the structural model test. This analysis also extends to include the different traits of demographic variables by using t-test and ANOVA test.
The main findings are as follows: (1) service quality and self-congruity have positive influence on customer satisfaction; (2) customer relationship management has not any influence on switching intention; (3) switching costs has negative impact on switching intention; (4) customer satisfaction positively influences on repurchase intention; (5) customer satisfaction and switching cost have negative influence on switching intention; (6) switching intention has negative effect on repurchase intention; (7) The result of variance analysis indicates that demographic variables have different traits in effecting the extent of predicting variables to help the managers of car brands can get more information to control customer satisfaction and customer behavioral.
Keywords: CRM, service quality, self-congruity, switching costs, switching intention
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