중국내 자동차 유통기관의 서비스품질과 고객만족 관계에서 브랜드 신뢰성과 서비스 현지화의 매개효과

The Relationship between Service Quality and Customer Satisfaction of Auto Service Shops: The Mediating Effects of Brand Trust and Localized Service Perceived by Customers in China

Purpose - The purpose of this paper is to examine the relationship between service quality and consumer satisfaction in Chinese auto service businesses. In this relationship, how Chinese consumers perceive brand trust and the localization level of the services are explored. Furthermore, consumer perception of brand trust and localization level as mediating effects on consumer satisfaction and loyalty were examined. Design/Methodology/Approach - To verify the hypothesis of the study, path analysis of 234 collected samples were conducted using structural equation modeling. Findings - The results showed that all the hypotheses scrutinizing service quality and satisfaction, satisfaction and loyalty, service quality and localization level of service, localization level of service and satisfaction, service quality and brand trust, brand reliability and satisfaction, brand reliability and the localization level of service have positive correlational relationship with each other. In addition, the mediating effects of brand trust between service quality and the localization level of service, the localization level of services between brand trust and satisfaction, the mediating effects of brand trust and the localization level between service quality and satisfaction are all verified. Research Implications - When constructing the relationship with enterprise and consumers, consumer satisf