國內汽車市場自2005年達51萬四千台高峰後，受到卡債風波、產業西進、全球金融風暴影響，在2008年降到了近20年來的谷底。堪稱火車頭工業的汽車業面臨前所未見的寒冬，不僅台灣地區如此，汽車龍頭的美國前三大廠通用及克萊斯勒面臨破產重整地步，日本第一豐田汽車也首度出現營運虧損，全球汽車不景氣亦正在持續蔓延中。
在此波汽車景氣寒冬中，各車廠無所不用其極的運用各種方式保有市場。但想在此一競爭激烈的環境中取得優勢，不是靠價格、促銷可達成。現今的汽車市場已從生產者導向、行銷導向，轉變成消費者導向，提供滿足消費者期待的產品與服務，強化品質與價值，進而提升顧客滿意度與品牌忠誠度，改善體質與獲利，才能達到永續經營之目的，這正是汽車業未來努力的方向。
本研究採質化分析研究方式，以國內汽車業顧客滿意度與品牌忠誠度之關係為題進行分析探討。參考各汽車品牌一致公認的顧客滿意指標JD POWER調查、對品牌忠誠度深入研究之新車車主意見調查及汽車業的深度訪談，綜合以上，得到以下結論:
一、 顧客滿意度愈高，消費者回到該品牌維修&再購之比率愈高
二、 顧客滿意度愈高，該客戶推薦該品牌與他人及品牌忠誠度比率愈高
三、 品牌形象經營對於提昇品牌忠誠度有顯著影響
四、 顧客滿意提升對於企業永續經營及獲利有正面助益

As the peak of 2005 of car industry in Taiwan, total sales volume from each car brand was reached 514,000 units, after then, the car market was faced the serious problems, such as crisis of credit card, cash card, global financial weakness and the move of manufacture location, it was really a frozen season for car industry which treated as the engine industry in developing countries.
This situation was not only occurred in Taiwan but also in globalization, let’s see the fact in State, top 3 brand of General Motor & Chrysler Motor who confronted bankruptcy condition and forced to reconstruct in this crisis, even though the Toyota Motor, Top 1 of share in Japan Auto Industry, also appeared the condition of profit loss in 2009. The depression of global auto industry were continued to spread widely.
In order to against the hard times, all the auto companies do the best to hold the volume without big decrease and try to resort to the conceivable situation of maintaining the market share. It is very difficult to stand high only taking the price discount or sale promotion in this tough and competitive environment.
At present the auto business were transferred from production-in, marketing-in to consumer-in, customer satisfaction-in. Company should think not only to provide the good product and fine service to reach their customer's expectation but also to intensify the quality and value at same time. And then, enhance the customer satisfaction and brand loyalty to strengthen the enterprise constitution and keep the profit to achieve the goal of sustainable management.
This research has adopted qualitative method and focus on the analysis for relation between customer satisfaction and brand loyalty from auto industry. Base on the analysis in the report of 2008 JD Power (customer satisfaction survey), 2008 NCBS (New cay buyer study) with in-depth interview, after the cross check and analysis, this research has a significant conclusion as the following:
1.Higher ratio in customer satisfaction gets higher feedback from their loyalty customer in car repair, maintenance or repurchase.
2.Higher ratio in customer satisfaction gets more recommended in car brand from their loyalty customer.
3.Enhancement of brand image will improve the brand loyalty.
4.Boost of customer satisfaction will bring the positive help in business continuity.

一、 中文部分
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高力行(2000)，商業友誼對服務品質、顧客滿意與顧客忠誠影響之研究－以汽車修護業與產險業為例，私立朝陽科技大學企業管理研究所碩士論文
池仁淑(2000)，台灣消費者購買韓國汽車品牌忠誠度之研究，東吳大學企業管理研究所碩士論文
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林叔娥(2003)，顧客滿意度與忠誠度之關聯性研究-以某驗證公司為例，中原大學大學工業工程研究所碩士論文
林素蘭(2005)，顧客滿意度、品牌忠誠度對再購意願之影響─以汽車銷售業為例，中原大學大學企業管理研究所碩士論文
余錦芳(2006)，顧客滿意與品牌忠誠度之相關研究，高雄第一科技大學行銷與流通管理研究所碩士論文
彭偉族(2006)，知名度、品牌形象影響品牌忠誠度之探討—以國產米酒業為例，國立東華大學企業管理研究所碩士論文
張維倫(2007)，台灣豪華進口小客車之競爭分析，中山大學企業管理研究所碩士論文
U- Car 汽車網站， (1/5 2009 & 2/2 2009)，u-car.com.tw

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