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    Title: 消費者對汽車品牌之滿意度與忠誠度關鍵因子研究—以台灣、馬來西亞消費者為例
    Key Factors of Consumer Satisfaction and Loyalty to Car Brands-Consumers in Taiwan and Malaysia
    Authors: 劉傑盛
    Lui, Jack-Sern
    Contributors: 邱志聖
    劉傑盛
    Lui, Jack-Sern
    Keywords: 台灣
    馬來西亞
    汽車品牌
    4C架構
    滿意度
    忠誠度
    Date: 2020
    Issue Date: 2020-08-03 17:25:15 (UTC+8)
    Abstract: 在全球化的世代,汽車品牌國際行銷的交易成本逐漸降低,消費者能夠在本國汽車品牌外,也有國外汽車品牌的選擇。汽車品牌進入新市場會採取委託代理商或自建通路的方式接觸消費者,無論何種進入方式都需要考慮消費者購車行為。本研究以消費者的角度探討影響消費者購車行為的關鍵因子。為了讓汽車品牌能夠了解不同的國家市場環境,研究者以台灣與馬來西亞兩國的消費者為樣本進行研究。
    本研究參考並引用邱志聖(2016)策略行銷分析理論及其它文獻,整理出七項影響因子:車輛功能表現、消費者重要他人影響、車廠與服務人員互動、貸款銀行與服務人員的互動、品牌信任、品牌心理層面認同、與業務人員往來關係,並利用線性迴歸與中介效果檢驗方法,探討七項因子與滿意度的關係以及是否對兩國消費者的忠誠度造成影響。實證研究結果證明車輛功能表現對兩國消費者皆無顯著的影響;消費者重要他人影響僅對馬來西亞消費者有顯著影響;車廠與服務人員的互動對兩國消費者皆無顯著影響;貸款銀行與服務人員的互動僅對台灣消費者有顯著影響;品牌信任僅對馬來西亞消費者有顯著影響;品牌心理層面認同對兩國消費者皆有顯著影響;與業務人員往來關係對兩國消費者皆無顯著影響。
    本研究將論述研究結果所延伸的行銷意涵,並提供行銷策略應用與建議,以利各汽車品牌商了解消費者行為,提高消費者忠誠度。
    Reference: 一、中文文獻
    余錦芳(2002)。消費者滿意與品牌忠誠度之相關研究——以汽車業為例。國立高雄第一科技大學行銷與流通管理系研究所碩士論文。
    吳秀倫(2010)。液晶電視品牌接觸點對消費者滿意度與忠誠度的影響之研究。國立政治大學廣告研究所碩士論文。
    吳培真、劉宗哲(2014)。服務品質與品牌形象對顧客忠誠度之研究。科際整合管理研討會, 235-249。
    邱志聖(2015)《行銷研究實務與理論應用》,智勝文化事業有限公司
    邱志聖(2016)《策略行銷分析架構與應用實務四版》,智勝文化事業有限公司
    林軒毅(2019)。消費者對豪華汽車品牌之滿意度與忠誠度的影響因素探討——以德日豪華汽車品牌為例。國立政治大學國際經營與貿易研究所碩士論文。
    郭芷柔(2019)。國家文化對於國家環境、社會、治理之關聯性研究 - 以 Hofstede 文化模型作為文化依據。國立臺北大學金融與合作經營研究所碩士論文。
    洪苙溱(2013)。服務品質、滿意度與顧客忠誠度間關聯性之研究-以台南地區茶飲料業者為例。國立成功大學經營管理碩士論文。
    莊旻潔(2002)。群體規範,認知,認同對產品態度與忠誠度的影響—以青少年之偶像崇拜行為為例。國立政治大學國際貿易研究所碩士論文。
    張火燦、余月美(2008)。服務品質、顧客滿意度與顧客忠誠度關係之研究 。明新學報,第 34 卷,第 1 期,127-140。
    黃珮婷(2000)。顧客滿意度與顧客忠誠度之關係-交易成本理論觀點。國立政治大學國際經營與貿易研究所碩士論文。
    範氏鴛(2011)。國家文化差異與海外適應對工作績效之影響研究-以越籍勞工為例國家文化差異與海外適應對工作績效之影響研究-以越籍勞工為例。國立高雄應用科技大學企業管理研究所碩士論文。
    蕭源都、林騰蛟、陳繁興、鍾光硯(2013)。CITY CAFE 顧客滿意度之研究。華人前瞻研究,第 9 卷,第 2 期,53-76。
    蕭至惠、蔡進發、盧信豪(2011)。探討服務品質與顧客滿意度對顧客忠誠度的影響-以信任及關係承諾為中介變數。商管科技季刊,第十二卷,第三期。

    二、 網絡資料
    中華民國行政院交通部公路總局,各型汽車按廠牌分。(2020)。網址 https://pse.is/HQ5GC
    馬來西亞官方汽車部門Malaysin Automotive Association(2020)。網址 http://www.maa.org.my

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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    107351047
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107351047
    Data Type: thesis
    DOI: 10.6814/NCCU202000893
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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