本研究主要是以華豐輪胎的顧客為研究對象，探討顧客對於華豐輪胎的品牌形象、認知價值、服務品質、顧客滿意度與顧客忠誠度之關連性。研究針對使用過華豐輪胎的顧客為母群體，進行問卷抽樣進行調查，共計發放500份問卷，回收490份，扣除內容不完整的2份問卷，回收有效問卷共488份，回收率為97.60%。根據研究目的需求，利用統計方法，因素分析、信度分析、皮爾森相關、多元迴歸、變異數分析等方法進行實證分析。實證結果發現如下：
研究結果顯示品牌形象、認知價值、服務品質對顧客滿意度有正向影響；品牌形象、認知價值、服務品質對顧客忠誠度有正向影響；顧客滿意度對顧客忠誠度有正向影響。再者，不同年齡與學歷之顧客對於品牌形象、認知價值、服務品質、顧客滿意度與顧客忠誠度有差異情形存在。

This study is based on Hwa Fong Tire’s customers, investigating the relationship between Hwa Fong Tire’s customers in regard to brand image, perceived value, service quality, customer satisfaction and customer loyalty.
In this study, we used Hwa Fong Tire’s customers as the object of the study and investigated by using questionnaires. Total 500 questionnaires were given, and there were 488 valid questionnaires. The effective rate was 97.60%, and confirmatory factor analysis, Pearson correlation, descriptive statistic, canonical analysis, ANOVA and multiple regressions were used for the statistical analysis. The results are found below, brand image, perceived value and service quality have positive impact to customer satisfaction, and brand image, perceived value, service quality have positive impact to customer loyalty. Finally, customer satisfaction has positive impact to customer loyalty, and furthermore, customers in different ages or different educational background have different circumstances exist between brand image, perceived value, service quality, customer satisfaction and customer loyalty.

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