Preliminary research on customer satisfaction models in Taiwan: A case study from the automobile industry

For our research we applied the TCSI model to the automobile industry in Taiwan. The subjects of our research were consumers of new cars in Taiwan during the years 2006–2008. According to statistics provided by the Taiwan Transportation Vehicle Manufacturers Association (TTVMA) Toyota, Ford, Nissan, and Mitsubishi Motors made up for 79% of all cars sold in Taiwan from January through June, 2008. Questionnaires were issued randomly to four companies. We used structural equation modeling (SEM) to manifest the model’s suitability and develop a standard questionnaire to obtain the customer’s opinions. The conclusions reached provide valuable insight into the companies and industry and can help them to develop strategies to increase their competitiveness.