摘要
本研究以重视程度－绩效水准座标图分析汽车产品属性落差之所在，并透过结构方程模式探讨汽车产品属性、顾客满意与顾客忠诚间之关系，给予厂商在竞争激烈的上海汽车市场下，拟定行销策略之参考依据。研究结果显示，顾客最重视的汽车属性为安全性，最不重视的是承载量；对东南汽车最满意的是车型设计和品牌，满意度最低的省油性是优先改善的重点；顾客重视程度高且满意度高的有安全性、操控性、马力及速度、车型设计与空间大小。在结构方程模式中，「新车价格」与「操控性能」两项对「顾客满意」有显着正向影响；「汽车品牌」则对「顾客忠诚」有显着正向影响，而「外观内装」此构面对顾客满意与顾客忠诚皆无显着影响，整体顾客满意对於顾客忠诚也有显着正向影响。
For strategic purposes, this study uses a matrix to analysis the gap between the importance of automobile attributes and customer satisfaction. The empirical results shows that the company's advantages are its ”Safety”, ”Controlling”. ”Power and Speed”, ”Style” and ”Space”, which are both more important and more satisfying automobile attributes for customers. And ”Oil-saving” is the one that the company must improve. Then apply the Structural Equation Model between perceptive product quality, customer satisfaction and customer loyalty. Based on the results, customer satisfaction has a positive influence on customer loyalty. The constructs of ”Price” and ”Controlling and Capability” positively influence the customer satisfaction, while the construct of ”Brand” positively influences customer loyalty only. And the constructs of ”Inner/exterior Assembly” has an influence neither on customer satisfaction nor on customer loyalty.
