品牌形象、購買決策與顧客滿意度之研究：以長源汽車公司為例

A Study of Brand Image, Buying Decisions and Customer Satisfaction: The Case of Chang Yuan Motor Company

林高志(Kao-Chih Lin)

指導教授 ： 鄧誠中

共同指導教授 ： 紀麗秋

國立虎尾科技大學/管理學院/企業管理系經營管理碩士在職專班/碩士(2016年)

摘要

台灣貨車市場規模小且競爭激烈，在面臨快速變遷的時代，長源汽車公司將要如何因應更快速、更困難及更競爭的市場變化，在競爭激烈的市場中要如何獲得消費者的認同，在歐元貶值的衝擊下，長源汽車公司面臨更大的競爭壓力，在種種壓力及市場競爭下其因素值得探討。
本研究旨在探討長源汽車公司品牌形象、購買決策與顧客滿意度之關聯，以隨機抽樣方式，對長源汽車公司新北市、新竹、彰化、南投、雲林、台南等地區之顧客共400位進行問卷調查，有效問卷回收率為90.5%。問卷回收後進行敘述性統計、因素分析、效度分析、信度分析、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析、迴歸分析，進行資料分析與整理。
茲根據研究發現，歸納結論如下：
一、 整體而言顧客對長源汽車公司之品牌形象有高度之認同，但因教育程度、職務身分之不同、而有所差異。
二、 整體而言顧客對購買決策亦有高度的認同，因教育程度、職務的不同而有所差異。
三、 整體而言顧客在顧客滿意度方面認同度極高，但因年齡、教育程度、使用車輛、職務不同而有所差異。
四、 整體而言品牌形象、購買決策、顧客滿意度具有正向的相關性，且以品牌形象對顧客滿意度的相關性最高。
五、 整體而言品牌形象和購買決策對顧客滿意度均具有預測力，由此可知，提高品牌形象、加強與客戶之間的互動，了解客戶的需求、滿足客戶的需求、提升顧客滿意度方能提高銷售量。

關鍵字

品牌形象 ； 購買決策 ； 顧客滿意度

並列摘要

Taiwan’s truck market size is small and competitive. In an era of rapid change, Chang Yuan motor company is now facing more business challenges and greater pressure. It is definitely worthwhile to discuss how Chang Yuan motor company deals with issues such as rapid changes in truck market, sever competition, customer recognition gaining and Euro depreciation.
This research covers Chang Yuan motor company’s brand image, buying decisions and customer satisfaction. Questionnaires with a random sample of 400 Chang Yuan motor company customers from dealers in New Taipei city, Hsinchu, Changhua, Nantou, Yunlin and Tainan areas were conducted and the response rate was 90.5%. Several test methods were used after data were collected: descriptive statistic, factor analysis, reliability analysis, validity analysis, independent sample t test, one-way analysis of variance, Pearson product moment correlation analysis, and regression analysis.
Results to this research are listed as follows:
1. In general, Customers had strong recognition of Chang Yuan’s brand image. However, with different education levels or job positions, results varied.
2. In general, Customers had strong recognition of Chang Yuan’s buying decisions. However, with different education levels or job positions, results varied.
3. In general, Customers had very strong recognition of Chang Yuan’s customer satisfaction. However, with different age, education levels or job positions, results varied.
4. In general, Brand image, buying decisions, and customer satisfaction all had positive correlation. Also, the highest correlation could be found between brand image and customer satisfaction.
5. In general, Brand image and buying decisions could predict customer satisfaction. Therefore, sales could be increased by enhancing brand image, customer interactions, as well as understanding and satisfying customers’ needs.

並列關鍵字

Brand Image ； Buying Decisions ； Customer Satisfaction

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