||In the past, the fact that customers tend only pay attention to product quality has changed to focus on both the product quality and service quality. As a corporate, in addition to provide good product quality, it should realize providing good service quality will also add the additional value to the merchandise in purchasing activity. And with several decades of sustained economic, development, people's living standards have gradually improved, the air conditioner market has become a competitive among each manufacturer with air-conditioning company in a pie fight. Because each of the air conditioner brand in Taiwan markets has its loyal consumers, individual air-conditioning sales agents and company have to deal with the keen competition in such brutal markets. In a highly competitive environment, how to favored by consumers becomes a major issue. Enterprises must consider the factors affecting consumers to buy the product, unquestionable priority is product quality. Moreover, the service quality is becoming more important when now consumers in the purchase,
The research subjects are customer that had purchased and currently owned the air conditioners. The study use convenience sampling method to send questionnaires in paper forms. 342 copies of questionnaire are released, of which 295 copies are returned. After deleting 5 invalid questionnaires, the numbers of the actual valid questionnaires are 295 copies. This study used AMOS 21.0 software to analyze the structure equation model, and verified the hypothesis of the research.
The results show that: the product quality and service quality have a significant positive impact on the perceived value and word of mouth, and perceived value and word of mouth will affect repurchase intention. According to the result of the research, when considering product quality, consumers give priority to matching their tastes and preference (including perceived quality, aesthetics, product characteristics), followed would consider " Fit for intended use" ( including product the performance specifications consistency ), and " Hassle-free use" ( including product durability, serviceability, reliability ). Regarding to the quality of service consumers, the consumer will first consider empathy and assurance, followed by responsiveness, reliability and tangible.