| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 104 === Quality is one of the key competitive priorities for every industry, including manufacturing industry and service sector. Due to almost all consumers care about what the quality they buy and this affects the satisfaction level and word-of-mouth about what they buy, and in turn affects their repurchase intention. Therefore, quality is a key factor that any enterprise should be focus on. Moreover, quality can be divided into product quality and service quality. But many products are a combination of a good and a service, therefore, the distinction between goods and services is not clear-cut. In reality, almost all products are a mixture of a service and a tangible goods.
This study uses construction industry as an example to explore the effects of product quality and service quality on word-of-mouth, customer satisfaction and repurchase intention. Therefore, the subjects of the study were the householders in two communities located at New Taipei city who had bought the house from FE house builders. Of the 532 questionnaires delivered, a total of 283 valid responses were received, yielding a response rate of 53.2%. Then the empirical data were analyzed by using SPSS 21.0 and the hypothesized structural equation modeling (SEM) was tested using AMOS 21.0.
The research results show that product quality has positive effect on word-of-mouth; product quality has positive effect on customer satisfaction; word-of-mouth has positive effect on customer satisfaction; customer satisfaction has positive effect on repurchase intention; and word-of-mouth has positive effect on repurchase intention. However, the hypotheses: service quality has positive effect on word-of-mouth, and service quality has positive effect on customer satisfaction, were not supported. Moreover, word-of-mouth has mediating effect on the relationship between product quality and repurchasing intention, and the relationship between product quality and customer satisfaction. Customer satisfaction also has mediating effect on the relationship between word-of-mouth and repurchasing intention, and the relationship between product quality and repurchasing intention.
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