Relationship on Customer Satisfaction and Brand Loyalty-A Case of LEXUS

[[abstract]]Compares with other regions, the automobile market in Taiwan have the features of smaller market size, variable brands, serious price cutting, and diversified sales promotion activities. The competition and pressure come from the import tariff reduction after joining WTO. In such situations, to keep both satisfactions of customer?s diversified need and competitive advantages is really important to auto industrial managers. Today is the service business rapid developing era. The automobile industry is not just selling a car, the after-sales service is also an important issue. Under this circumstance, how to increase product quality and service quality, to get customer satisfaction, further get the customer?s recognition so call the loyalty, brand impression, with good reputation to increase customer?s repurchase intention are the key issues of the essay. This research uses the empirical study to investigate the effects of customer satisfaction, brand loyalty to repurchase intentions in the automobile industry. The questionnaire issues 250 copies totally, valid return with 217 copies; valid return rate is 86.8%. Taking automobile product quality and after-sales service as the factors to evaluate the customer satisfaction. According to the definition, brand loyalty is evaluated with recognition and emotional loyalty. The regression analysis is used to inquire into the relationship of brand loyalty and repurchase intention. The analysis with the conclusion as follows: the customer satisfaction has partially significant influence with the brand loyalty-even the customer satisfaction is high, but the customer?s brand loyalty is still descended by price reason. The brand loyalty has the significant influence with repurchase intention. The brand loyalty is high and the repurchase intention is high as well