知覺產品品質、顧客滿意與顧客忠誠關係之研究－以上海地區東南汽車為例

The Relationship between Perceptive Product Quality, Customer Satisfaction and Customer Loyalty-A Study of an Automobile Selling Company in Shanghai Area

10.29931/MR.200506.0005

邱光輝(Kuang-Hui Chiu)；孫珮珊(Pei-Shan Sun)；陳明怡(Ming-Yi Chen)

知覺產品品質 ； 顧客滿意 ； 顧客忠誠 ； 結構方程模式 ； 重視程度－績效水準座標圖 ； perceived product quality ； customer satisfaction ； customer loyalty ； SEM ； importance-satisfaction matrix

行銷評論

2卷2期（2005 / 06 / 01）

219 - 237

繁體中文

本研究以重視程度－績效水準座標圖分析汽車產品屬性落差之所在，並透過結構方程模式探討汽車產品屬性、顧客滿意與顧客忠誠間之關係，給予廠商在競爭激烈的上海汽車市場下，擬定行銷策略之參考依據。研究結果顯示，顧客最重視的汽車屬性為安全性，最不重視的是承載量；對東南汽車最滿意的是車型設計和品牌，滿意度最低的省油性是優先改善的重點；顧客重視程度高且滿意度高的有安全性、操控性、馬力及速度、車型設計與空間大小。在結構方程模式中，「新車價格」與「操控性能」兩項對「顧客滿意」有顯著正向影響；「汽車品牌」則對「顧客忠誠」有顯著正向影響，而「外觀內裝」此構面對顧客滿意與顧客忠誠皆無顯著影響，整體顧客滿意對於顧客忠誠也有顯著正向影響。

For strategic purposes, this study uses a matrix to analysis the gap between the importance of automobile attributes and customer satisfaction. The empirical results shows that the company's advantages are its ”Safety”, ”Controlling”. ”Power and Speed”, ”Style” and ”Space”, which are both more important and more satisfying automobile attributes for customers. And ”Oil-saving” is the one that the company must improve. Then apply the Structural Equation Model between perceptive product quality, customer satisfaction and customer loyalty. Based on the results, customer satisfaction has a positive influence on customer loyalty. The constructs of ”Price” and ”Controlling and Capability” positively influence the customer satisfaction, while the construct of ”Brand” positively influences customer loyalty only. And the constructs of ”Inner/exterior Assembly” has an influence neither on customer satisfaction nor on customer loyalty.

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