Author: Yung, Yiu-wing Paul
Title: Brand image and brand loyalty : the case of auto-repair services in Hong Kong
Degree: D.B.A.
Year: 2001
Subject: Hong Kong Polytechnic University -- Dissertations
Automobiles -- China -- Hong Kong -- Maintenance and repair
Brand loyalty -- China -- Hong Kong -- Case studies
Brand name products -- China -- Hong Kong -- Case studies
Department: Graduate School of Business
Pages: xix, 243, xiii, : ill. ; 30 cm
Language: English
Abstract: The auto repair service industry in Hong Kong uniquely features fragmentation and lacks specific legislative control over the trade or over the professional competency of operators. Given the credence based and technically specific nature of auto repair services, coupled with the intangibility and heterogeneity of its characteristics, motorists employing the service are inevitably exposed to high perceived risk. The impact of brand image on consumer satisfaction leading to brand loyalty is always in doubt with marketers and practitioners in the auto repair industry of Hong Kong. Having demonstrated the absence in the previous literature of an empirical examination of the substantive relationship between brand image, customer satisfaction, and brand loyalty in the context trade-specific services, this study empirically tests the relations of these three constructs. Constructs of service quality and perceived risk are incorporated for the purposes of identifying the insights necessary for marketers to shape innovative and customer-oriented marketing strategies. A sampling survey was conducted with a sample framework consisting of motorists who visited different car parks in Hong Kong, Kowloon, and the New Territories within a period of seven consecutive days. Four hundred and thirty-five usable questionnaires were collected. Correlation analysis and multiple regression analysis were conducted. The results support the proposition that brand image is significantly related to service quality, which also significantly influenced customer satisfaction. Satisfaction has a direct effect on brand loyalty. Perceived risk was found to be less significant in impacting on satisfaction, with a weak link to brand loyalty. The findings demonstrate that customers rated the branded facilities more favorably than the non-branded workshops in relation to brand image, service quality, perceived risk, satisfaction, and brand loyalty. This study affirms that positive word-of-mouth and repurchase-intention are the result of customer satisfaction. It is anticipated that these findings will inspire marketers in the auto repair industry to build strong service brands to leverage the brand perceptions of motorists.
Rights: All rights reserved
Access: restricted access

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