探討消費者的產品滿意度、售後服務滿意度及品牌忠誠度對高涉入產品再購意願之關係研究

近年來消費者意識抬頭，在購買習慣上也跟著進步與改變，消費目的不再只是為了購買產品本身，而是開始注重消費行為的整體感受。因此消費者是否願意再度購買，產品本身的品質好壞以及售後服務的滿意度將會是重要的考慮因素。根據以往研究的觀點顯示，產品的使用與售後服務的滿意度高低會影響消費者的再購意願，但品牌忠誠度在產品及售後服務滿意度影響下，尤其是高涉入程度的商品，是否還占有絕對的決策因素，引起本研究的探討。因此本研究將針對TOYOTA豐田汽車的車主為研究對象，利用四點量尺度設計問卷，共發出800份問卷進行調查。問卷回收率為77.4%，有效問卷503份。利用複回歸分析等統計方法分析後發現消費者的產品滿意度、售後服務滿意度及品牌忠誠度對於高價值產品的再購意願有顯著相關性。另外也調查出市場上具有即使對產品滿意度及售後服務滿意度不甚滿意，但面臨再購意願時會因為對品牌的信任將品牌列為第一優先考慮因素而再度購買。本研究將針對所調查的問卷與結果提供本研究為例之國產車品牌改善事項與建議。最後將本研究結果提供後續學者做為未來研究的參考與依據。

關鍵字

顧客滿意度；品牌忠誠度；再購意願

並列摘要

Increasing customer awareness has resulted in changes in consumer habits. Consumption purpose is no longer the primary reason for a customer’s purchase. Customers are paying attention to the overall customer experience. According to previous research, product satisfaction and after purchase service satisfaction will affect the customer’s repurchase intentions. However, brand loyalty and after purchase service satisfaction influences the customer, especially in relation to high involvement products. This study investigates customers’ primary priority in the purchase decision making. The sample of this study was Toyota motor users, who purchased 17 items and scored their satisfaction on a 4 point scale. Eight hundred questionnaires were sent out to customers. Five hundred and three of questionnaires proved effective the overall response rate are 62.8%. This study used multiple regression analysis and other statistical methods and shows that relationship between the customer’s habits and perceptions and product satisfaction, after purchase services satisfaction, brand loyalty and repurchase intention have a significant correlation. In addition, this study also investigates the customers will had even if the product satisfaction, satisfaction of after purchase services is bed, when repurchase still because the brand loyalty that to buy. This study provides empirical results to show that Toyota motors. Finally, the results of this study will provide a basis for further research in this area.