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解嚴後台灣女性自行車品牌發展之研究

為了解決美利達腳踏車門市的問題，作者江嘉玲 這樣論述：

自行車在台灣發展一百多年歷史，從車子本身的材質、結構、功能到其代表的文化意義有著階段性的不同。而女性從日治時期、農業時期的村姑形象到台灣邁入工業製造年代，由北到南工業區成群結隊騎著單車上下班的女作業員，女性因為有了受教育的機會，獲得經濟上獨立，進而追求自我實現，成就自我之可能。女性在台灣社會的努力與成長過程，與自行車在台灣的演化彷彿有著微妙的呼應關係，因而促成本研究之主要研究動機。本研究整理台灣從日治時期引進自行車後到2016年止的發展過程，進而探討台灣女性專用自行車從發源演變到今日專屬產品、品牌、門市甚至活動等各種現象，最後並以體驗觀點檢視女性自行車品牌的行銷與推廣內容。為女性自行車在台灣

之發展，呈現一完整的樣貌。

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門市的問題，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.