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The defense date of the thesis is 2006-03-28
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URN etd-0328106-164700 Statistics This thesis had been viewed 2355 times. Download 16 times. Author Han-Chang Ling Author's Email Address email@example.com Department Management Business Administration Year 2005 Semester 1 Degree Master Type of Document Master's Thesis Language English Page Count 66 Title A Study of the Antecedents of Brand Switching–with the Automotive Industry as Example Keyword Price Perceptions Personality Traits Customer Satisfaction Brand Switching Brand Switching Customer Satisfaction Personality Traits Price Perceptions Abstract In regard to the automobile market in Taiwan, after officially becoming the 144th member of the WTO in 2002, production faced lower custom tariffs, reduction in production rate, cancellation of limit to import quota, etc., therefore, the number of automotive related businesses rose to over 10 companies; however, the year’s rate of sales was at around 400 thousand vehicles. It is thus evident that the competition in automotives was sharp. In such a fiercely competitive market, products not only need to have a high level of quality, the marketing sales strategy is especially important.
This research probes into the different personality traits of consumers, price perceptions in relation to consumer satisfaction, and their relationship with the intention of consumers to switch to different brands. According to the results of analytical study, it was found that: (1) The personality traits of consumers positively influence customer satisfaction. (2) Price perceptions positively influence consumer satisfaction. (3) Personality traits positively influence brand switching. (4) Price perceptions positively influence brand switching. (5) Customer satisfaction negatively influences the brand switching of consumers.
Advisor Committee Hao-Erl Yang - advisor
Hsin-husiung Lin - co-chair
Ming-Chuan Pan - co-chair
Files Date of Defense 2005-01-18 Date of Submission 2006-03-28