| Summary: | 碩士 === 樹德科技大學 === 資訊管理系碩士班 === 106 === New automobiles are manufactured and sold each year in Taiwan, Number of used car are growing every year. “Customer satisfaction”, “Quality first” are no more commercial slogans. Instead, they are now the basis of advantage for competition. Those who control “Customer satisfaction”, can control opportunities and create profits. Therefore, this research studied on gender differences toward loyalty on car purchasing, either on connection with products awareness, products image, or customers’ loyalty. Car sales dealers can investigate their efficiency based on them, and pursuit for better business performance.
The result of this research shows that on the construct of gender, the positive reputation from customer satisfaction on after sale service obtain the highest performance. Followed by those of construct from the difference of academic degree.
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