2008年9月的金融海嘯，全球經濟嚴重衰退，車用機油產業同樣受到很大的影響，業者必須重新思考如何留住既有顧客，並爭取新顧客的認同。

本研究以台灣中油公司國光牌車用機油及快保中心換油服務顧客為對象，探討車用機油產業中，產品品質、服務品質及企業形象如何影響顧客滿意度，進而影響顧客忠誠度，並進一步探討不同背景顧客，在各構面認知的差異情形。本研究共發出400份問卷，回收的有效問卷為277份，有效回收率為69.3%。回收問卷資料使用敘述性統計分析、信度分析、變異數分析、t檢定、迴歸分析及結構方程分析等方法進行實證分析，並驗證各項研究假設，得到下列結論：

一、企業形象主要受到產品品質、服務品質顯著正向的影響，其中又以服務品
質構面之「有形性」的影響最大。
二、顧客滿意度會受到產品品質直接及間接正向顯著影響，尤其以「產品形
象」的影響較大。
三、顧客滿意度會受到服務品質直接及間接正向顯著影響，也是以「有形性」
的影響較大。
四、企業形象對顧客滿意度的影響是正向但不顯著。
五、在所有影響顧客滿意度的因素中，以服務品質的影響較大。
六、顧客忠誠度受到顧客滿意度正向顯著的影響。
七、不同背景的消費者，對各構面因素有部分存在顯著差異。

The global economic recession due to financial tsunami in September 2008 led to huge impaction on motor oil industry. Therefore, the entrepreneurs have to reconsider the strategy to keep the exiting customers as well as to obtain the recognition from new potential customers.

This study focused on investigating the consumers’views of CPC motor oil and maintenance center services with respect to the impacts of product quality, service quality, corporate image on customer satisfaction and customer loyalty. Further for conferring the different recognitions on each dimension among customers with different backgrounds.A total of 400 questionnaires were distributed, of which 277 were returned and valid for analysis, the valid return rate was 69.3%. Statistical methods, such as descriptive statistics, reliability analysis, t-test, regression analysis and structural equation model(SEM) analysis as were used to analyze the collected data. After the analysis on the data and the validation of the assumptions, the empirical findings are showed as follows:

1.Corporate image is positively and significantly affected by product quality and service quality, mostly the factor of“tangibility”.
2.Customer satisfaction is positively and significantly affected by product quality directly and indirectly (through corporate image), mostly the factor of“product image”.
3.Customer satisfaction is positively and significantly affected by service quality directly and indirectly (through corporate image), mostly the factor of“tangibility”.
4.Corporate image had positive but not significant effect on customer satisfaction.
5.Among the affecting factors on customer satisfaction,it is mainly dominated by the service quality.
6.Customer loyalty is positively and significantly affected by customer satisfaction.
7.Among customers with different backgrounds, there are partially significant differences of each dimension.

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