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題名:中古汽車業的產品品質與形象對顧客滿意度與忠誠度之影響
書刊名:嘉南學報. 人文類
作者:黃詠茂林清泉王瑞顯
作者(外文):Huang, Yeong-mawLin, Chin-chiuanWang, Juei-shen
出版日期:2006
卷期:32
頁次:頁364-383
主題關鍵詞:中古汽車業產品品質形象顧客滿意度忠誠度Used-car businessProduct qualityImageCustomer satisfactionLoyalty
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:14
近年來由於產業競爭環境丕變,許多傳統產業紛紛外移,以尋求低廉的成本來提高競爭力。過去有許多學者研究探討新車行銷的策略與模式,但是對於傳統中古汽車業的研究卻相當缺乏。 台灣汽車於2000年即已突破600 萬輛,每年的相關產值超過3,000 億台幣,提供就業人口超過7萬人,但自2002 年加入WTO 以後,汽車產業面臨降低關稅、開放進口、取消自製率與稅賦優待等措施下,對於營運造成相當大的壓力。中古汽車業的發展與汽車產業息息相關,與國家的經濟發展也具有相當高的關聯性。台灣的中古汽車成交量在2001 年創下64.6 萬輛的高峰後便逐年減少,這幾年加入WTO 以後更因為新車價格的調降,使得中古汽車業的經營雪上加霜。 本研究首先,探討中古汽車業所面臨的經營困境與中古汽車的消費特性;其次,提出中古汽車業之產品品質與品牌形象的構面為基礎;然後,建構對顧客滿意度與忠誠度的影響模式;最後,以顧客滿意度與顧客忠誠度為構面,研究發現兩者具有交互作用的關聯性。來提供業者在行銷與經營上參考,藉以提高銷售量與營業收入,並且提供消費者的認知,於購買汽車時能購得優質的中古汽車。
Due to the increase of industry competition in recent years, a lot of traditional industries move abroad, one after another, to improve the competitiveness by seeking the cheaper production cost. Scholars studied and probed into the marketing tactics and methods used in automobile industry in the past, but the research of the used-car is quite scarce. The automobile industry of Taiwan had already topped 6 million in 2000; annual revenue exceeded 300 billion New Taiwan dollars; and offer exceed 70,000 employed people. However, joined WTO in 2002, the automobile industry has faced the impact of “reduce tariffs, open import and cancel the self-made rate and taxation preferential treatment”. This impacts causes sizable pressures for operating the automobile industry. The development of the used-car business is closely linked with automobile industry and the economic development of the country. The trading volume of the used-car reduces year by year after creating the peaks of 646,000 cars in Taiwan, 2001. New car price is cheaper after joined WTO, which accession the degradation of used-car sales volume, and it makes the management of used-car business in a more difficult situation. This research is at first, probe into the management predicament faced of used-car business and the consumption characteristic of it; Secondly, analysis the factors of products quality and the brand image of this business; Then, based on the factors we found, construct the model to describe the effects on customer satisfaction and loyalty; Finally, the research reported that there is a mutual interaction between customer satisfaction and loyalty. This finding can be as a good reference information for whom managing or marketing in this business, and we hope it can be used to raise the sales volume and thus the revenue income. Besides, the findings can offer consumers' better cognition to obtain a high-quality product while buying a used-car.
期刊論文
1.左大培(2001)。波動的全球化與全球化的波動。世界經濟雜誌,2001(2)。  延伸查詢new window
2.陳芃(200411)。荷包與積極作為之間,談高能源價格。能源報導。  延伸查詢new window
3.陳雅芝(1999)。開拓國際汽車市場營銷策略研究。武漢汽車工業大學學報,21(3)。  延伸查詢new window
4.劉邦典(1998)。加入WTO對我國工業部門之影響與未來發展。政策月刊,42。  延伸查詢new window
5.(20001200)。加入WTO對我國汽車工業之影響。彰銀資料,49(12),85-94。  延伸查詢new window
6.劉仁傑(20040300)。中國大陸汽車製造據點最前線。機械工業,252,228-236。  延伸查詢new window
7.Paez, O.、Dewees, J.、Genaidy, A.、Tuncel, S.、Karwowski, W.、Zurada, J.(2004)。The lean manufacturing enterprise: An emerging sociotechnological system integration。Human Factors and Ergonomics in Manufacturing,14(3),285-306。  new window
8.Deighton, J.、Henderson, C. M.、Neslin, S. A.(1994)。The Effects of Advertising on Brand Switching and Repeat Purchasing。Journal of Marketing Research,31(1),28-43。  new window
9.Dobni, Dawn、Zinkhan, George M.(1990)。In Search of Brand Image: A Foundation Analysis。Advances in Consumer Research,17(1),110-119。  new window
10.Robie, Chet、Ryan, Ann Marie、Schmieder, Robert A.、Parra, Luis Fernando、Smith, Patricia C.(1998)。The Relation between Job Level and Job Satisfaction。Group and Organization Management,23(4),470-495。  new window
11.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。  new window
12.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing,56(1),6-21。  new window
會議論文
1.曾昶斌(2004)。從顧客關係觀點探討汽車製造商發展B2C電子商務之問題分析。台中技術學院第二屆全球運籌研討會。  延伸查詢new window
2.江雅琳(2003)。品牌形象及生活型態影響男性時尚雜誌消費行為之研究。銘傳大學「數位媒體的發展與再造」學術研討會。  延伸查詢new window
研究報告
1.張漢林(2003)。WTO體系下中國汽車產業發展之路。  延伸查詢new window
2.劉文海(2004)。汽車鋁化發展動向。  延伸查詢new window
學位論文
1.陳世偉(2003)。國產汽車消費者購買行為之研究(碩士論文)。國立臺北大學。  延伸查詢new window
2.柯宜君(2000)。消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響--於三種有形性比重不同服務業之比較(碩士論文)。國立政治大學。  延伸查詢new window
3.陳建翰(2003)。產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討(碩士論文)。國立東華大學,花蓮縣。  延伸查詢new window
4.朱建忠(2004)。運用二階段資料包絡法評估台灣汽車產業之經營效率(碩士論文)。崑山科技大學。  延伸查詢new window
5.魏錫鈴(2000)。行動電話消費者購買行為及其市場區隔之研究--以北部地區居民為例(碩士論文)。國立交通大學。  延伸查詢new window
圖書
1.Harris, Neil、宇敏(2001)。歐洲企業。台北:五南。  延伸查詢new window
2.工研院(2003)。汽、機、自行車產業年鑑。  延伸查詢new window
3.周逸衡(1999)。服務業行銷。台北:華泰文化事業。  延伸查詢new window
4.黃星善(2002)。商業時代。  延伸查詢new window
5.劉美琪(2000)。當代廣告--概念與操作。台北:學富文化事業。  延伸查詢new window
6.Kotler, Philip、方世榮(2000)。行銷管理學。台北:台灣東華書局。  延伸查詢new window
7.Dassbach, C. H. A.(2000)。Where is North American Automobile Production Headed? Low-Wage Lean Production。Department of Social Sciences, Michigan Technological University。  new window
8.Dunn, S. W.(1990)。Advertising: Its role in modern marketing。Chicago:Dryden Press。  new window
9.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
10.Kotler, P.(2003)。Marketing Management。Prentice Hall。  new window
11.Aaker, David A.(1991)。Managing Brand Equity。The Free Press。  new window
 
 
 
 
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