進階搜尋


下載電子全文  
系統識別號 U0026-1807201215021100
論文名稱(中文) The Impacts of Product Quality, Service Quality, Price, and Trust on Customer Satisfaction and Customer Loyalty, and the Moderating Effect of Brand Country-of-Origin: A Study on Motorcycle Users in Vietnam
論文名稱(英文) The Impacts of Product Quality, Service Quality, Price, and Trust on Customer Satisfaction and Customer Loyalty, and the Moderating Effect of Brand Country-of-Origin: A Study on Motorcycle Users in Vietnam
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 100
學期 2
出版年 101
研究生(中文) 阮文勝
研究生(英文) Van Thang Nguyen
學號 RA6997723
學位類別 碩士
語文別 英文
論文頁數 91頁
口試委員 指導教授-陳永信
口試委員-林豪傑
口試委員-鄭至甫
中文關鍵字 none 
英文關鍵字 Perceived product quality  Service quality  Price  Trust  Customer satisfaction  Customer loyalty  Brand  Country of origin  Motorcycle 
學科別分類
中文摘要 none
英文摘要 This study explored the influence of perceived product quality, service quality, price, and trust on customer satisfaction and customer loyalty in Vietnamese motorcycle market. In addition, the moderating effect of perceived importance of country of origin in brand on the relation between price and customer satisfaction was also investigated. This study surveyed and collected 253 answers from motorcycle users in Vietnam. The research results based on these answers showed that eight hypotheses were well-supported with providing very important evidences for this study. The findings indicated that customers were satisfied and loyal with motorcycle brand when they perceived that the product brand has good quality, the price of product is reasonable to purchase, and the motorcycle firms are responsible for their products and in supporting customers. Additionally, customers who perceive the country of origin in brand as an important cue in purchasing decision are most likely be satisfied even the price of the products are high. Surprisingly, the results of this study showed that service quality has negative influence on customer satisfaction. The explanation of this is because service was provided to customers almost during maintaining and repairing times, so more of service received the worst of product quality. Therefore, in overall customers were dissatisfied due to the low quality of products as well as wasting time and money for fixing their motorcycles.
論文目次 TABLE OF CONTENTS
ACKNOWLEDGEMENT I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Expected Contributions. 4
1.3 Research Procedures. 5
1.4 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Theoretical Background. 7
2.2 Definition of Research Constructs. 10
2.2.1 Perceived Product Quality. 10
2.2.2 Service Quality. 11
2.2.3 Price. 12
2.2.4 Trust. 13
2.2.5 Customer Satisfaction. 14
2.2.6 Customer Loyalty. 15
2.2.7 Perceived Importance of Country of Origin in Brand. 17
2.3 The Development of Hypotheses. 18
2.3.1 Relationship between Perceived Product Quality and Customer Loyalty. 18
2.3.2 Relationship between Perceived Product Quality and Customer Satisfaction. 18
2.3.3 Relationship between Service Quality and Customer Satisfaction. 19
2.3.4 Relationship between Price and Customer Satisfaction. 20
2.3.5 Relationship between Trust and Customer Satisfaction. 21
2.3.6 Relationship between Trust and Customer Loyalty. 22
2.3.7 Relationship between Price and Customer Loyalty. 22
2.3.8 Relationship between Customer Satisfaction and Customer Loyalty. 23
2.3.9 The Moderating Effect of the Perceived Importance of Country of Origin in Brand on the Relationship between the Price and Customer Satisfaction. 24
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 Research Model. 26
3.2 Construct Measurement Procedures. 27
3.2.1 The Information of Respondents. 27
3.2.2 Perceived Product Quality. 28
3.2.3 Service Quality. 28
3.2.4 Price. 29
3.2.5 Trust. 30
3.2.6 Customer Satisfaction. 30
3.2.7 Customer Loyalty. 31
3.2.8 Perceived Importance of Country of Origin in Brand. 32
3.3 Research Hypotheses to be Tested. 32
3.4 Questionnaire Design. 33
3.5 Sampling Plan. 33
3.6 Data Analysis Procedures. 33
3.6.1 Descriptive Statistic Analysis. 34
3.6.2 Reliability Test. 34
3.6.3 Confirmatory Factor Analysis (CFA). 34
3.6.4 Path Analysis. 35
CHAPTER FOUR DATA ANALYSES AND RESULTS 36
4.1 Characteristics of the Respondents. 36
4.2 Descriptive Statistical Analyses. 38
4.3 Reliability Test. 40
4.4 Item-to-Item Correlation. 42
4.5 Confirmatory Factor Analysis (CFA). 47
4.5.1 Construct Confirmatory Factor Analysis (CFA). 48
4.5.2 Discriminant Validity. 59
4.6 Path Analysis. 60
4.7 Mediating Effects. 63
4.8 Moderating Effects. 63
CHAPTER FIVE RESEARCH CONCLUSIONS AND SUGGESTIONS 66
5.1 Research Conclusions. 66
5.2 Research Contributions. 70
5.2.1 Academic Contribution. 70
5.2.2 Managerial Contribution. 71
5.3 Limitations and Further Research Suggestions. 71
REFERENCES 73
APPENDICES 81
Appendix 1: Questionnaires Designed for Respondents 81

參考文獻 REFERENCES
Agrarwal, S., & Teas, R. (2002). Cross-national applicability of a perceived quality model. The Journal of Product and Brand Management, 11, 213-236.

Agrawal, J., & Kamakura, W. A. (1999). Country of origin: A competitive advantage? International Journal of Research in Marketing Education Review, 16(4), 255– 267.

Alben, L. (1996). Quality of experience: Defining the criteria for effective interaction design. Interactions, 3(3), 11-15.

Amberg, M., Fischer, S., & Schroder, M. (2005). An evaluation framework for the acceptance of web-based aptitude tests. The Electronic Journal of Information Systems Evaluation, 4(8), 151-158.

Anderson, Claes, F., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58, 53-66.

Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction–profit chain. Journal of Service Research, 3, 107–120.

Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.

Andreassen, T. W. (2000). Antecedents to satisfaction with service recovery. European Journal of Marketing, 34(1), 156-175.

Ayyildiz, H., & Cengiz, E. (2007). Country image effect on customer loyalty model. Innovative Marketing, 3(2), 44-64.

Bei, L. T., & Chiao, Y. C. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on cunsumer satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14(1), 125-140.

Berry, L. L. (1991). Marketing services: Competing through quality. New York: Free Press.

Bilkey, W., & Nes, E. (1982). Country-of-origin effects on product evaluation Journal of International Business Studies, 13, 89-99.
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.

Bitner, M. J., & Hubert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality. In I. R. T. Rust & R. L. E. Oliver (Eds.), Service quality: New directions in theory and practice (pp. 72-94). Thousand Oaks, CA: Sage publication.

Bolton, R. N. (1998). A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17(1), 45-65.

Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33.

Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.

Chao, P. (1993). Partitioning country of origin effects: Consumer evaluations of a hybrid product. Journal of International Business Studies, 24(2), 291-306.

Chaudhuri, Arjun, & Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65 (2), 81-93.

Chiou, J.-S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34(4), 613-627.

Churchill, G. A. (1995). Marketing research methodological foundation (6th ed.). Orlando: The Dryden Press.

Consuegra, D., Molina, A., & Esteban, À. (2007). An integrated model of price, satisfaction and loyalty: An empirical analysis in service sector. Journal of Product and Brand Management, 16(7), 459-468.

Cooper, D. R., & Schindler, P. S. (2003). Business research methods. New York: McGraw-Hill.

Cronin, J. J., Brady, M., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing 56(3), 55-68.

Czepiel, J. A., & Gilmore, R. (1987). Exploring the concept of loyalty in services. In C. A. C. In J.A. Czepiel, & J. Shanahan (Ed.), The services challenge: Integrating for competitive advantage (pp. 91-94). Chicago: American Marketing Association.
Darsono, & Junaedi. (2006). An examination of perceived quality, satisfaction, and loyalty relationship applicability of comparative and noncomparative evaluation. Gadjah Mada International Journal of Business, 8(3), 323–342.

Day, G. S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.

Doney, Patricia, M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing Research, 61(4), 35-51.

Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.

Edvardsson, B., Thomasson, B., & Ovretveit, J. (1994). Quality of service: Making it really work London: McGraw-Hill.

Egan, J., & Michael, J. H. (2005). Relationship marketing: A broad church-conceptual and theorical developments in relationship marketing. London: Sage Publication.

Fishbein, M., & Ajzen, J. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Massachusetts: Addison-Wesley.

Florence, D., Sylvie, L., & Chiara, O. (2006). Words, words, mere words? An analysis of services customers' perception of evaluative concepts. The Quality Management Journal, 13(2), 46-58.

Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose and finding. Journal of Marketing, 60(4), 7-18.

Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(1), 1-19.

Garvin, D. (1984). What does product quality really mean? Sloan Management Review, 25-43.

Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 25(2), 186-192.

Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.

Gwinner, Kevin, P., Gremler, Dwayne, D., Bitner, & Mary, J. (1998). Relational benefits in service industries: The customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101–114.

Hair, J., Black, W., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). New Jersey: Prentice Hall.

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. (2006). Multivariate data analysis (5th ed.). New Jersey: Prentice Hall.

Henning-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 4, 331-344.

Herrmann, A., Lan, X., Monroe, K. B., & Huber, F. (2007). The influence of price fairness on customer satisfaction: An empirical test in the context of automobile purchases. Journal of Product and Brand Management, 16(1), 48-49.

Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, J., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 86(7/8), 118-129.

Heskett, J. L., Sasser, W. E., & Hart, C. W. L. (1990). Service breakthroughs: Changing the rules of the game. New York: The Free Press.

Heslop, L. A., & Papadopoulos, N. (1993). But who knows where and when: Reflections on the images of countries and their products In I. N. Papadopoulos & L. A. Heslop (Eds.), Product country images: Impact and role in international marketing. New York: Haworth Press.

Hess. (1997). Dimensions and levels of trust: Implications for commitment to a relationship. Marketing Letters, 8(4), 439-448.

Hong, S., & Wyer, R. S. (1989). Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective. Journal of Consumer Research(16), 175-187.

Ibanez, V. A., Hartmann, P., & Calvo, P. Z. (2006). Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs. Service Industries Journal, 26(6), 633-650.

Insch, G. S., & McBride, B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: A bi-national test of the decomposed country-of-origin construct. Journal of Business Research, 57(3), 256-265.

Iyer, G. R., & Kalita, J. K. (1997). The impact of country-of-origin and country-of-manufacture cues on consumer perceptions of. Journal of Global Marketing, 11(1), 7.

Karjaluoto, H., Karvonen, J., Kesti, M., Koivumaki, T., Manninen, M., Pakola, J., et al. (2005). Factors affecting consumer choice of mobile phones: Two studies from Finland. Journal of Euromarketing, 14(3), 59-81.

Kirmani, A., & Akshay, R. R. (2000). No pain, no gain: A critical review of the literature on signaling unobserable product quality. Journal of Marketing, 64(2), 66-79.

Kostecki, M. M. (1994). Marketing strategies for services: Globalisation, client orientation, deregulation. Oxford: Pergamon Press.

Koufteros, X., Babbar, S., & Kaighobadi, M. (2009). A paradigm for examining second-order factor models employing structural equation modeling. International Journal of Production Economics, 120(2), 633-652.

Lau, Geok, T., Lee, & Sook, H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management(4), 341–370.

Lee, D., & Kang, C. (2012). The impact of high-performance work systems in the health-care industry: Employee reactions, service quality, customer satisfaction, and customer loyalty. Service Industries Journal, 32(1), 17-36.

Li, W. K., & Monroe, K. B. (1992). The role of country of origin information on buyer’s product evaluation: An in-depth interview approach. Enhancing Knowledge Developments in Marketing, 3, 247-280.

Liao, H., Liao, H., & Chuang, A. (2004). A multilevel investigation of factors influencing employee service performance and customer outcomes. Academy of Management Journal, 47(1), 41-58.

Llusar, J. C. B., Zornoza, C. C., & Tena, A. B. E. (2001). Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions. Total Quality Management, 12(6), 719-734.

Lovelock, C., & Wright, L. (2002). Principle of service marketing and management (2 nd ed.). New Jersey: Pearson Prentice Hall.

Lu, C. S., Lai, K. h., & Cheng, T. C. E. (2007). Application of structural equation modeling to evaluate the intention of shippers to use Internet services in liner shipping. European Journal of Operational Research, 180(2), 845-867.

MacKinnon, D. P. (2008). Introduction to statistical mediation analysis. New York: Taylor and Francis Group.

Ministry of Transport - Vietnam. (2010). EST achievements, progress and future strategies. Paper presented at the The Fifth Regional Environmentally Sustainable Transport Forum in Asia, Bangkok, Thailand.

Miyazaki, A. D., Grewal, D., & Goodstein, R. C. (2005). The effect of multiple extrinsic cues on quality perceptions: A matter of consistency. Journal of Consumer Research, 32(1), 146-154.

Moorman, C., Deshpande´, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.

Neal, W. D. (1999). Satisfaction is nice, but value drives loyalty. Marketing Research, 11(1), 21–23.

Nguyen, A. N. (2007). Master plan for the development of vietnam’s motorcycle industry in the period of 2006-2015, with a vision to 2020. In Institute for Industry Policy and Strategy (Ed.). Hanoi: Ministry of Industry.

Nguyen, D. T. (2007). The Honda motorcycle business in the Vietnamese emerging market. International Journal of Emerging Markets, 2(3), 298-309.

Oliver, R. L. (1997). Satisfaction: A behavioral respective on the consumer. New York: McGraw-Hill.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63 (1), 33-44
Oliver, R. L., & Swan, J. E. (1989). Equity and disconfirmation perceptions as influences on merchant and product satisfaction. Journal of Consumer Research, 16(3), 372-383.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-Item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 13-40.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111-124.

Peterson, R. A., & Jolibert, A. P. (1995). A cross-national investigation of price and brand as determinants of perceived product quality. Journal of Applied Psychology, 61(4), 533-536.

Phan, A. (2006). The effects of price and brand on consumers' perception of quality and value of sport boots (sneakers): Comparison between Taiwan and Cambodia. Unpublished Master Thesis, National Cheng Kung University, Tainan.

Reichheld, Frederick, F., Schefter, & Phil. (2000). E-loyalty your secret weapon on the web. Harvard Business Review, 78(2), 105–113.

Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, 74, 56–67.

Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(2), 477-497.

Rust, R., & Oliver, R. (1994). Service quality: Insights managerial implications from the frontier in service quality. In R. Rust & Oliver (Eds.), New directions in theory and practice (pp. 1-19). Thousand Oaks, CA: SAGE Publications.

Ruyter, K., Bloemer, J., & Peeters, P. (1997). Merging service quality and service satisfaction: An empirical test of an integrative model. Journal of Economic Psychology, 18(4), 387- 406.

Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.

Shaharudin, M., Hassan, A., Mansor, S., Elias, S., Harun, E., & Aziz, N. (2010). The relationship between extrinsic attributes of product quality with brand loyalty on Malaysia national brand motorcycle/scooter. Canadian Social Science, 6(3), 170-182.

Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in customer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science 28(1), 150-167.

Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.

Skogland, I., & Siguaw, J. A. (2004). Are your satisfied customers loyal? Cornell Hotel & Restaurant Administration Quarterly, 45(3), 221-234.

Smith, J. B. (1997). Selling alliances: Issues and insights. Industrial Marketing Management, 26(2), 149-161.

Spoles, G. B., & Kendall, E. (1986). A methodology for profiling consumers' decision making styles. The Journal of Consumer Affairs, 20(2), 267-279.

Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing 60 (3), 15-32.

Teas, R., & Agarwal, S. (2000). The effect of extrinsic product cue on consumers percep-tions of quality, sacrifice, and value. Academy of Marketing Science. Journal Spring, 28, 278-290.

Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207-217.

Tsoukatos, E., & Rand, G. K. (2006). Path analysis of perceived servie quality, satisfaction and loyalty in Greek insurance. Managing Service Quality, 16(5), 501-519.

Verlegh, P. W. J., & Steenkamp, J.-B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521–546.

Wang, C.-K., & Lamb, C. W. (1983). The impact of selected environmental forces upon consumers' willingness to buy foreign products. Journal of the Academy of Marketing Science, 11(2), 71-84.

Wang, Y., Lo, H., & Hui, Y. (2003). The antecedents of service quality and product quality and their influences on bank reputation: Evidence from the banking industry in China. Managing Service Quality, 13(1), 72-83.

Wang, Y., Lo, H.-P., & Yang, Y. (2004). An integrated framework for service quality, customer value, satisfaction: Evidence from China's telecommunication industry. Information Systems Frontiers, 6(4), 325-340.

Wankhade, L., & Dabade, B. (2006). TMQ with quality perception: A system dynamic approach. TMQ Management, 18(4), 341-357.

Watson, A. P. (1998). Customer satisfaction, product quality, service quality and image: Finding in commodity industry. Unpublished Dissertation, Nova Southestern University, Florida.

Wong, A., & Zhou, L. (2006). Determinants and outcomes of relationship quality: A conceptual model and empirical investigation. Journal of International Consumer Marketing, 18(3), 81-96.

Wright, P. L. (1975). Consumer choice strategies: Simplifying vs. optimizing. Journal of Marketing Research, 12(1), 60-67.

Zafar, S., Asif, A., Hunjra, A. I., & Ahmad, M. H. (2012). Service quality, customer satisfaction and loyalty: An empirical analysis of banking sector in Pakistan. Information Management & Business Review, 4(4), 159-167.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.

Zeithaml, V. A. (2000). Service quality, profitability and the economic worth of customers: What we know and what we need to learn. Journal Academic Marketing Sciences 28(1), 67-85.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing 60 (2), 31-47.

Zeithaml, V. A., & Bitner, M. (2000). Service marketing: Integrating customer focus accross the firm. Boston: McGraw Hill.


論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2015-07-30起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2015-07-30起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw