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消費者對美利達腳踏車滿意度之研究 : 以高雄市地區為例

為了解決美利達腳踏車的問題，作者劉子齊 這樣論述：

In recent years, the competitive key of enterprises has subjected to how to upgrade their service quality and strive for well-rounded customer satisfaction to influence customer's royalty. This study is aimed to explore the correlation between service qualities; brand image, reference price and cus

tomer satisfaction. To achieve the research objective, gathering and analyzing of related documents are going to form the primary structure of this research. To exam the research hypotheses, questionnaires are analyzed through various statistical methods, such as regression analysis and hierarchical

regression analysis was used to test the hypothesis. The method of grounded theory was adopted with case study conducted by collect data, such as questionnaires. We take the consumer who purchase bicycle as an example to investigate the consumer behavior of this study. To investigate it, the case s

tudy analyzed by SPSS, and then generated some concepts in common. The analysis of the Merida Bikes Company is contributed five primary parts:(1) Brand image (2) Service quality (3) Reference price (4) Customer satisfaction (5) Gender. The results showed that: (1) Brand image has a positive effect o

n customer satisfaction (2) Service quality has a positive effect on customer satisfaction (3) Reference price has a positive effect on customer satisfaction (4) Customer satisfaction has a positive effect on customer loyalty (5) Gender has a positive effect on customer satisfaction.The followings a

re concluded according to the result of this research: 1. Brand image has positive influence on customer satisfaction. 2. Service quality has positive influence on customer satisfaction 3. Reference price has positive influence on customer satisfaction. 4. Gender has positive influence on customer s

atisfaction. 5. Customer satisfaction has positive influence on customer loyalty.