顧客滿意度、品牌忠誠度對再購意願之影響─以汽車銷售業為例

A Study of The Influence on Repurchase Intention of Customer Satisfaction and Brand Loyalty — In The Case of Automobile Selling Business

林素蘭(Su-Lan Lin)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500577

摘要

摘 要
台灣的汽車市場相較於其他國家地區，具有市場規模較小、品牌車種較多、價格破壞較嚴重、促銷活動多樣化之特色。在加入WTO之後，面對進口車關稅逐年降低的競爭與壓力，不僅要能滿足顧客多元化的需求，又要能掌握競爭優勢，真是一大挑戰。
而在現今是服務業蓬勃發展時代，汽車業除了車子的販售之外，售後服務也是重要的一環。根據學者研究，要吸引新顧客的成本約為保留現有顧客成本的5倍，當企業經由各種方法來降低顧客流失率5％時，其利潤才可提高25％到85％。在汽車業面臨今日競爭激烈的環境下，如何藉由提高產品及服務品質，增加顧客滿意度，進而得到顧客的認同即忠誠顧客，擁有良好品牌形象，形成口碑，來增加顧客的再購意願，這正是本論文所要研究的重點。
本研究以問卷調查的實證研究方式，探討汽車業顧客滿意度、品牌忠誠度對再購意願之影響，針對汽車產品及售後服務來衡量顧客的滿意度，根據參考文獻，設計滿意度的問卷；參考學者對品牌忠誠度的定義，將忠誠度以認知及情感忠誠兩構面來進行衡量，並以迴歸分析，探討顧客滿意度、品牌忠誠度及再購意願間是否互有影響。針對國產汽車市佔率前五大品牌之消費者為問卷發放對象，抽樣方式採便利抽樣。共發放問卷1097份，回收問卷共856份，回收率為78%，有效回收樣本535份，有效回收率為48.8%。，。採用SPSS統計軟體，進行實證分析，得到以下結論：
1.顧客滿意度對品牌忠誠度也有部分顯著影響—雖然顧客滿意度高，但因為價格因素，仍可能使顧客對品牌忠誠度下降。
2.品牌忠誠度對再購意願有顯著影響—品牌忠誠度高，相對顧客再購意願也會比較高。
3.顧客滿意度對再購意願有顯著影響—顧客對產品及售後服務滿意度高，相對再購意願也會比較高。
故汽車業者，除了要在汽車製造核心技術力上不斷精進，更要在售後服務維修程及人員訓練上，建立一套標準化作業流程。有滿意的顧客，才可能擁有顧客對品牌的忠誠度，進而建立良好形象，形成口碑，增加顧客再購或推薦他人購買的機會。如此才能讓企業的獲利提升，永續經營，在汽車市場如此競爭的環境下，擁有長期的競爭優勢。

關鍵字

品牌忠誠度 ； 顧客滿意度 ； 再購意願

並列摘要

Abstract
Compares with other regions, the automobile market in Taiwan have the features of smaller market size, variable brands, serious price cutting, and diversified sales promotion activities. The competition and pressure come from the import tariff reduction after joining WTO. In such situations, to keep both satisfactions of customer’s diversified need and competitive advantages is really important to auto industrial managers.
Today is the service business rapid developing era. The automobile industry is not just selling a car, the after-sales service is also an important issue. According to scholar’s research “the cost of attraction new customer is about 5 times cost of reserving the existing customer” , “When the enterprise reduces the customer run-off rate to 5% through various methods can increase the profit 25% to 85%” , the automobile industry is facing drastic competition. Under this circumstance, how to increase product quality and service quality, to get customer satisfaction, further get the customer’s recognition so call the loyalty, brand impression, with good reputation to increase customer’s repurchase intention are the key issues of the essay.
This research uses the empirical study to investigate the effects of customer satisfaction, brand loyalty to repurchase intentions in the automobile industry. The questionnaire aimed at the customers of top 5 domestic automobile brands with random sampling. The questionnaire issues 1097 copies totally, returns with 856 copies, the return rate is 78%, valid return with 535 copies, valid return rate is 48.8%. Taking automobile product quality and after-sales service as the factors to evaluate the customer satisfaction. According to the definition, brand loyalty is evaluated with recognition and emotional loyalty. The regression analysis is used to inquire into the relationship of brand loyalty and repurchase intention.
The statistic software SPSS is used to approach the analysis with the conclusion as follows：
1.The customer satisfaction has partially significant influence with the brand loyalty-even the customer satisfaction is high, but the customer’s brand loyalty is still descended by price reason.
2.The brand loyalty has the significant influence with repurchase intention. The brand loyalty is high and the repurchase intention is high as well.
3.Customer satisfaction has significant influence the repurchase intention. The customers satisfy with the product and after-sales service quality, the repurchase intension is higher as well.
For automobile industry, besides the automobile manufacturing core-technique has to improve constantly, the personal skill training of maintenance and standard process building are also important as well. The brand loyalty comes along with customer satisfaction, further build up the good impression and reputation then the opportunity of repurchase intention and recommend others to purchase are increasing. To promote the enterprise profitable, everlasting conducts, are the ways to keep long term competitive advantages under the drastic competition of automobile industry.

並列關鍵字

repurchase intention. ； customer satisfaction ； brand loyalty

參考文獻

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