Research on After-sales Service、Brand Image,Customer Satisfaction and Loyalty: Taking Y Construction Co. ltd as an Example.

• Main Authors: Chen,Yu-Li, 陳雨利
• Other Authors: Shu-Mei Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/nazyjg

碩士 === 崑山科技大學 === 房地產開發與管理研究所 === 106 === Buying a house has always been one of the options that people in Chinese society want to achieve. How can construction company stand out in the fierce competition in real estate? In addition to the perceived value of the product itself, it is also necessary to strengthen after-sales service and attach importance to the company's brand image in order to gain consumers' favor. Therefore, the purpose of this study: 1. to explore the relationship between after-sales service and brand image. 2. to explore the relationship between after-sales service and customer satisfaction. 3. to explore the relationship between after-sales service and customer loyalty. 4. to discuss the relationship between brand image and customer satisfaction. 5. analysis the linear structure relationship of after-sales service, customer satisfaction, brand image, and loyalty. This research uses questionnaires to collect data. The results of the data analysis conducted through the SPSS path analysis show that: 1. Y's after-sales service has a positive impact on brand image and customer loyalty. 2.Y company's after-sales service, customer satisfaction and customer loyalty have a positive impact. 3.Y company's after-sales service enhance the brand image, and thus produce satisfaction. High degree of satisfaction generates high loyalty. 4.Y company's after-sales service improves customer satisfaction, customer satisfaction increases brand image, and increases customer loyalty.