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系統識別號 U0002-1702201302291900
中文論文名稱 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
英文論文名稱 The influence on consumer loyalty intention of NISSAN car after service satisfaction with the guanxi and brand equity as the mediator and moderator
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 101
學期 1
出版年 102
研究生中文姓名 汪正璽
研究生英文姓名 Cheng-Hsi Wang
學號 799610307
學位類別 碩士
語文別 中文
口試日期 2012-12-28
論文頁數 96頁
口試委員 指導教授-洪英正
共同指導教授-張雍昇
委員-賴明政
委員-李芸蕙
中文關鍵字 售後服務  忠誠意願  關係  品牌權益 
英文關鍵字 after-service  consumer loyalty  GUANXI  brand equity 
學科別分類
中文摘要 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。
本研究主要對象為NISSAN汽車車主,且接受過業者提供售後服務滿意的族群,藉此探討售後服務滿意對於顧客忠誠意願(再購意願和推薦意願)的影響,並且透過華人社會的關係及品牌權益等兩變項,分別作為中介及干擾變項,以了解顧客的忠誠意願是否會因其他因素所改變。
本研究係採用隨機取樣,針對台北地區NISSAN汽車回廠維修客戶進行問卷發放,回收有效問卷計317份,以迴歸分析進行假說驗證,及不同背景變項在售後服務滿意、品牌權益、關係與忠誠意願之差異分析。
本研究結果發現:
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。
實務上之建議:
  1.保有客戶管理及接觸,應建立於關懷的動機,藉由員工與客戶真誠的交流,建立關係,培養商機。
  2.售後服務滿意能增進品牌權益及客戶忠誠,應更積極投入資源,提升軟硬體,讓客戶每次回廠保修,都是一次美好的服務體驗。
  3.在業務人員召募時應將資歷背景列入考量,透過員工現有的人脈網路及關係,增進業務開展的契機。
  4.在售後服務對顧客忠誠意願之影響上,品牌權益無干擾效果,顯示售後服務體系如何強化品牌管理,是未來一件重要工作
英文摘要 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.
論文目次 第一章 緒論
第一節 研究背景………………………………………………………………1
第二節 研究動機………………………………………………………………3
第三節 研究目的………………………………………………………………4
第四節 研究流程………………………………………………………………5
第二章 文獻探討
第一節 台灣汽車市場慨況………………………………………………7
第二節 售後服務滿意概念與相關研究…………………………11
第三節 品牌權益概念與相關研究…………………………………13
第四節 關係概念與相關研究…………………………………………18
第五節 顧客忠誠意願概念與相關研究………………………21
第六節 各變相關聯性之相關研究概念………………………23
第三章 研究方法
第一節 研究架構…………………………………………28
第二節 研究假說…………………………………………29
第三節 研究對象…………………………………………30
第四節 研究工具…………………………………………30
第五節 資料分析方法…………………………………36
第四章 研究結果 37
第一節 問卷調查回收與樣本分析…………………37
第二節 各變項之信度分析與因素分析…………42
第三節 研究變項之迴歸分析與假設驗證………49
第四節 不同背景變項在售後服務滿意、品牌權益、關係與忠誠意願之差
異分析…………………………………………………62
第五節 研究假設驗證之結果………………………75
第五章 結論與建議
第一節 研究結論…………………………………………………77
第二節 研究建議…………………………………………………79
第三節 研究限制與未來研究方向……………………84
參考文獻
中文文獻……………………………………………………………………………………85
英文文獻……………………………………………………………………………………88
附件一問卷…………………………………………………………………………………93

表 次
表2-1 國產車五大車廠市佔率相關資料表…………………… 8
表2-2 裕隆日產汽車現況分析表……………………………… 10
表2-3 品牌權益的財務與行銷之綜合觀點相關文獻一覽表… 15
表2-4 關係衡量相關文獻一覽表……………………………… 20
表2-5 顧客忠誠意願的衡量相關文獻一覽表………………… 22
表3-1 售後服務滿意量表……………………………………… 32
表3-2 品牌權益量表…………………………………………… 33
表3-3 忠誠意願表……………………………………………… 34
表3-4 關係量表………………………………………………… 35
表4-1 問卷回收統計…………………………………………… 39
表4-2 樣本人口屬性統計表…………………………………… 41
表4-3 售後服務滿意之KMO與Bartlett檢定…………………… 42
表4-4 售後服務滿意之因素分析、信度分析與命名………… 43
表4-5 品牌權益之KMO與Bartlett檢定………………………… 43
表4-6 品牌權益之因素分析、信度分析與命名…………………44
表4-7 關係之KMO與Bartlett檢定……………………………… 45
表4-8 關係之因素分析、信度分析與命名………………………45
表4-9 忠誠意願之KMO與Bartlett檢定………………………… 46
表4-10 忠誠意願之因素分析、信度分析與命名…………………46
表4-11 各構面之相關分析……………………………………… 49
表4-12 售後服務對忠誠意願之迴歸分析……………………… 51
表4-13 售後服務對推薦意願之迴歸分析……………………… 51
表4-14 售後服務對再購意願之迴歸分析……………………… 51
表4-15 售後服務滿意對品牌權益之迴歸分析………………… 52
表4-16 售後服務滿意對品牌忠誠度之迴歸分析……………… 53
表4-17 售後服務滿意知覺品質之迴歸分析…………………… 53
表4-18 品牌權益對忠誠意願之迴歸分析……………………… 54
表4-19 知覺品質、品牌忠誠度對推薦意願之迴歸分析…………54
表4-20 知覺品質、品牌忠誠度對再購意願之迴歸分析…………54
表4-21 品牌權益對售後服務滿意和忠誠意願之迴歸分析…… 55
表4-22 品牌權益對售後服務滿意和再購意願之迴歸分析…… 56
表4-23 品牌權益對售後服務滿意和推薦意願之迴歸分析…… 56
表4-24 品牌權益對售後服務滿意和忠誠意願之迴歸分析(加入
人口統計變項)…………………………………………… 57
表4-25 售後服務滿意對忠誠意願之迴歸析分……………… 58
表4-26 關係對售後服務滿意和忠誠意願之迴歸分析………… 58
表4-27 售後服務滿意對推薦意願之迴歸分析………………… 59
表4-28 售後服務滿意對推薦意願之迴歸分析(加入中介變數)………………………………………………………………… 59
表4-29 售後服務滿意對再購意願之迴歸分析………………… 60
表4-30 售後服滿意對再購意願之迴歸分析(加入中介變數)…
表4-31 性別在售後服務滿意、品牌權益、關係與忠誠意願之差
異分析表………………………………………………… 61
表4-32 婚姻在售後服務滿意、品牌權益、關係與忠誠意願之差
異分析表………………………………………………… 62
表4-33 受測者較常接觸的業務人員體系在售後服務滿意、品牌
權益、關係與忠誠意願之差異分析表………………… 63
表4-34 受測者上一部汽車品牌在售後服務滿意、品牌權益、關
係與忠誠意願之差異分析表……………………………. 64
表4-35 年齡在售後服務滿意、品牌權益、關係與忠誠意願之差
異分析表………………………………………………… 66
表4-36 學歷在售後服務滿意、品牌權益、關係與忠誠意願之差
異分析表………………………………………………… 67
表4-37 產業別在售後服務滿意、品牌權益、關係與忠誠意願之
差異分析表……………………………………………… 69
表4-38 擔任職務在售後服務滿意、品牌權益、關係與忠誠意願
之差異分析表…………………………………………… 70
表4-39 目前NISSAN汽車使用年資在售後服務滿意、品牌權益、
關係與忠誠意願之差異分析表………………………… 72
表4-40 目前NISSAN汽車維修年資在售後服務滿意、品牌權益、
關係與忠誠意願之差異分析表………………………… 74
表4-41 本研究假說驗證之結果………………………………… 75

圖 次
圖1-1 2009~2011台灣地區汽車車主換購年限比較圖…… 2
圖1-2 研究流程圖…………………………………………… 6
圖2-1 1994~2011年台灣汽車掛牌數量趨勢圖……………… 7
圖2-2 台灣汽車市場國產車與進口車市佔率圖…………… 8
圖3-1 研究架構圖…………………………………………… 28
圖4-1 修正後研究架構圖…………………………………… 48
圖5-1 日產汽車現行客戶分級圖…………………………… 80
圖5-2 2012台灣汽車客戶滿意度調查……………………… 81
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二、 英文文獻
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