iRent APP自助租車是一項專門為習慣使用手機用戶設計之服務，隨著大眾持有手機越趨於普遍，租車的流程有了新的模式，服務的提供不再是透過真人的互動，於是在服務品質上有了不同的衡量標準；初期該服務的拓展舉步維艱，藉由母品牌和泰汽車優秀的品牌形象推波助瀾也變得勢在必行。
以子品牌iRent自助租車及母品牌和泰汽車為例，本研究目的在探討子品牌服務品質對顧客滿意度之影響，並觀察母品牌的形象是否在其中具顯著的調節作用。利用抽樣之方式發放問卷，以描述性統計、相關係數以及多元階層迴歸統計方法分析資料。
研究結果顯示(一)子品牌iRent自助租車服務的服務品質中的「實體性」、「反應性」、「保證性」、「關懷性」四個因素顯著正向影響顧客滿意度；(二)母品牌形象中的「功能形象」、「情感形象」、「名聲形象」三個因素顯著正向影響子品牌顧客滿意度；(三)使用iRent自助租車服務之顧客，對於iRent的服務品質會隨著 母品牌和泰汽車形象好壞而影響顧客滿意度。服務品質若伴隨好的母品牌形象就會產生高度的顧客滿意，相反的，若服務品質伴隨壞的母品牌形象，則會產生低度的顧客滿意。

As the people holding mobile phones become more common, the car rental process has a new model. The service provision is no longer through the interaction of real people. There are different measurement standards for service quality, and it has become imperative to use the parent brand Hotai Motor's excellent brand image to fuel the flames.
The purpose of this research is to explore the impact of sub-brand service quality on customer satisfaction, and to observe whether the image of the parent brand has a significant moderating effect. The questionnaire is distributed by sampling, and the data is analyzed by descriptive statistics, correlation coefficients, and hierarchical regression statistics.
The research results show that (1) Service quality of the sub-brand iRent significantly positively affects customer satisfaction; (2) The image of the parent brand significantly positively affects the customer satisfaction of the sub-brands; (3) The service quality of iRent will affect customer satisfaction along with the image of the parent brand Hotai Motor.

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