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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87565

    Title: NISSAN汽車售後服務滿意對顧客忠誠意願之影響 : 以關係、品牌權益分為中介暨干擾變項
    Other Titles: The influence on consumer loyalty intention of NISSAN car after service satisfaction with the guanxi and brand equity as the mediator and moderator
    Authors: 汪正璽;Wang, Cheng-Hsi
    Contributors: 淡江大學企業管理學系碩士在職專班
    洪英正;Hung, Ying-Cheng
    Keywords: 售後服務;忠誠意願;關係;品牌權益;after-service;consumer loyalty;GuanXi;Brand Equity
    Date: 2013
    Issue Date: 2013-04-13 11:26:34 (UTC+8)
    Abstract: 由於整體環境變化,台灣的汽車市場逐漸趨於萎縮,近年更因景氣、環保等各項議題造成消費者購買汽車的欲望降低。如何在有限市場中追求資源精準投放,將是未來汽車產業經銷活動的重要課題。
    1. 售後服務、品牌權益、關係及忠誠意願彼此間均有正向關係。
    2. 關係在售後服務滿意和忠誠意願影響間有部份中介效果。
      3. 品牌權益在售後服務滿意和忠誠意願間無顯著干擾效果。
    Due to the overall climate change, the Taiwan''s car market gradually tends to shrink in recent years due to the economy, environmentalprotection and other issues caused by the decrease of desire of consumers’ buying cars. How to precisely deliver resources in the pursuit of a limited market will be an important issue for the future of the distribution activities in Taiwan automobile industry of NISSAN.
    The main target of this study is to explore the effect of after-service satisfaction on the NISSAN vehicle owners’ loyalty intentions what includes repurchase intentions and willingness to recommend, and through the guanxi of the Chinese community and brand equity variables respectively, as the mediating and moderating variables in order to understand whether the consumer loyalty will be due to other factors.
    This study uses the convient sampling and questionnaires for surveying NISSAN cars owner who go back to the depot in Taipei area. In final, 317 valid questionnaires were collected, and by using the hierarchy regression analysis for hypothverification.
    The main findings of this study are as follows:
    1. There are positive relationships among the after-service satisfaction, brand equity, guanxi, and consumer loyalty intentions.
    2. There is partial mediating effect of guanxi on consumer loyalty by after-service satisfaction.
    3. There is no significant moderating effect of brand equity on consumer loyalty by after-service satisfaction.
    The practical suggestions after this study are as follows :
    1. As there is a partial mediating effect of guanxi, so retaining customer relationship management and contact should be implemented by taking care of customer with sincere motivation by employees in order to build good relationships for future business opportunities.
    2. As the customer satisfaction of after-service can improve the brand equity and customer loyalty, therefore NISSAN should be more actively involved in upgrade hardware and software to attract customers coming back for repair and getting better service experience each time.
    3. NISSAN should think the personnel qualifications of in the recruiting process by empathizing employees background in order to enhance business opportunities.
    4. As there is no moderating effect by the brand equity on customer loyalty intentions by after-service satisfaction, therefore in the future how to strengthen brand management should be an important work in the post sales system.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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