Diplomová práce je zaměřena na hledání konkurenční výhody importéra vozů Lexus. Konkurenceschopnost je analyzována ze tří pohledů: analýza odvětví, institucionálního rámce a schoností a zdrojů firmy. Jako hlavní konkurenční výhody byly identifikovány malá zákaznická základna, technologická vyspělost modelů a kultura a hodnoty společnosti. Tyto výhody byly aplikovány v návrhu marketingové strategie a jsou rozepsány v poslední části práce v pěti P: produkt, cena, místo prodeje, podpora prodeje a lidé. Návrh marketingu je konstruován s ohledem na vrcholový cíl, jímž je rentabilita společnosti.

What is next for the luxury experience when autonomous technology is replacing your private chau eur and there is no need for improving the performance of a vehicle? What if consumers simply get bored of rare and expensive materials as the only reference to luxury? There is a potential to change the mindset and rethink the value of mobility. As it is already happening, people start to treasure experiences rather than ownership. Vehicles play multiple important roles in our lives and some of our most precious stories can happen during a ride. Inspired by such insights, this project pushed the boundaries to envision a new kind of luxurious mobility experience designed to be slow. Research, ideation, storytelling, 3D modelling and visualisation were used to propose a shared airborne mobility service for the megacity. A system composed of dirigibles and docking stations, inspired and fictitiously operated by the Lexus brand.

沒有中文摘要 Abstract List of Tables List of Figures Chapter Ⅰ Introduction 1 Section 1. Research Background and Motivation 1 Section 2. Research Questions 5 Section 3. Thesis Structure 7 Chapter Ⅱ Literature Review 8 Section 1. Customer Satisfaction 8 Section 2. Customer Expectation 13 Section 3. Customer Perceived Quality/Performance 15 Section 4. Customer Perceived Value 16 Section 5. Importance of Customer Satisfaction 17 Section 6. Measurements of Customer Satisfaction 19 CSI Model 19 SERVQUAL 21 Other Measurements of Customer Satisfaction 23 Chapter Ⅲ Research Hypotheses and Methodology 25 Section 1. Research Hypotheses 25 1.1 Research Model 25 1.2 Research Hypotheses 26 1.3 Research Variables 27 Section 2. LISREL Model 31 2.1 Introduction of LISREL 31 2.2 Structural Equation Model and Measurement Model 33 Section 3. Research Design 42 3.1 Research Target and Sampling 42 3.2 Questionnaire Design 42 Section 4. Comparison of Questionnaires 44 4.1 Design of Sales Questionnaire 44 4.2 Data Analysis of Sales Questionnaire 45 4.3 Design of Service Questionnaire 46 4.4 Data Analysis of Sales Questionnaire 47 4.5 Comparison of Lexus and CSI Questionnaires 47 Section 5. Limitations of Research 49 Chapter Ⅳ Data Analysis and Results 50 Section 1. Data Handling 50 1.1 Handling of Sample 50 1.2 Handling of Customer Loyalty Data 50 1.3 Handling of Customer Complaints Data 51 1.4 Handling of Perceived Value Data 51 Section 2. Analyzed Result 53 2.1 Model Estimation 53 2.2. Squared Multiple Correlation 55 2.3 Parameter Estimation 56 Section 3. Hypotheses Test 60 Section 4. Meaning of Data Result 65 Section 5. Summary of Customer Opinions 67 Chapter Ⅴ Conclusion and Recommendations 69 Section 1. Research Conclusion 69 Section 2. Recent Customer Service Effort of Lexus 72 Section 3. Recommendations 74 List of References 76 List of Appendices 79 Appendix 1. CSI Lexus Questionnaire (English) 79 Appendix 2. CSI Lexus Questionnaire (Chinese) 84 Appendix 3. Lexus Original Sales Questionnaire (English) 88 Appendix 4. Lexus Original Sales Questionnaire (Chinese) 93 Appendix 5. Lexus Original Service Questionnaire (English) 97 Appendix 6. Lexus Original Service Questionnaire (Chinese) 102 Appendix 7. Samples of Lexus Questionnaire Data Analysis Result 106 / As the numbers of manufacturers and providers strive to out-do each other, Taiwan is increasingly becoming a competitive market. As the market becomes competitive, traditional norm was for firms to compete on the basis of price. However, firms are realizing that competing on price does not only decrease their profit margins, but it is also very costly to continuously acquire new customers. Therefore, various firms have started to attach more and more importance on improving customer satisfaction to retain current customers. Lexus is one of those firms, which is striving to increase customer satisfaction level as a way to compete in a very competitive market in Taiwan. With the precious chance to cooperate with Taiwan Lexus, the main purpose of this research is to explore the Taiwanese Lexus system of customer satisfaction by understanding the Customer Satisfaction Index model introduced by Fornell et al. in 1996. From the research result by employing LISREL model, it was found that for Taiwanese Lexus owners, perceived quality is the only variable directly and positively influencing overall customer satisfaction, although through perceived quality, customer expectation indirectly influences overall customer satisfaction. Further, unlike CSI model, perceived value does not exist as one of the antecedents of overall customer satisfaction. Another important founding was that customer complaints have positive influence on customer loyalty. In the final section, based on the research results of LISREL model, some recommendations are offered. Mainly, improve perceived quality, for it is the most effective way of increasing the level of customer satisfaction. In addition, based on the findings from the customer opinion section of the questionnaire, improve the product quality of Lexus’ GS model, lower the costs of repair and parts, improve service reliability, attitude of service personnel, and quality of maintenance and repair. Finally, from the discussion with Taiwan Lexus, it was revealed that the importance of customer satisfaction and its concept are not fully accepted by the Lexus dealers. Therefore, along with the effort of improving customer satisfaction of Lexus owners, educating and getting consensus of the dealers are very important for the success of customer service system at Taiwan Lexus.

by Mok Wai Yu, Julie. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 39-40). / ABSTRACT / TABLE OF CONTENTS / CHAPTER / Chapter 1. --- INTRODUCTION / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Objectives --- p.2 / Chapter 2. --- RESEARCH METHODOLOGY / Chapter 2.1 --- Research Design --- p.4 / Chapter 2.2 --- Data Collection Method --- p.6 / Chapter 3. --- MARKET SITUATION ANALYSIS / Chapter 3.1 --- History of Development of the Japanese Luxury Car Models and the Importation of the Models into Hong Kong --- p.8 / Chapter 3.2 --- Macro Industry Environment --- p.10 / Chapter 3.3 --- General Description of the Luxury Car Market in Hong Kong --- p.13 / Chapter 3.4 --- The Most Popular Luxury Auto Manufacturers --- p.14 / Chapter 3.5 --- Other Manufacturers of Luxury Models --- p.14 / Chapter 3.6 --- The Barriers to Entry to the Luxury Car Market in Hong Kong --- p.15 / Chapter 3.7 --- Methods to Leverage the Unfavourable Effects of the Entry Barriers to the Luxury Car Market in Hong Kong --- p.16 / Chapter 4. --- RESEARCH FINDINGS / Chapter 4.1 --- Evaluation of Market Performance of the Target Models --- p.19 / Chapter 4.2 --- Strategies Adopted by Toyota's Lexus and Honda's Acura --- p.22 / Chapter 5. --- LIMITATIONS --- p.29 / Chapter 6. --- CONCLUSION --- p.31 / APPENDIX I Luxury Car Models Available in Hong Kong and Their Respective Market Share --- p.33 / APPENDIX II Comparable Car Models in the Luxury Car Market in Hong Kong within the Target Range --- p.34 / APPENDIX III Comparison of Car Models within Target Range (Price vs. Engine Size) - 4 Doors Saloon --- p.36 / APPENDIX IV Comparison of Car Models within Target Range (Price vs. Engine Size) - 4 Doors Sedan --- p.37 / APPENDIX V Market Positioning of Lexus against Mercedes and BMW in Hong Kong (Price vs Engine Size) --- p.38 / REFERENCES --- p.39

The dialectics of globalization and multiculturalism is encountered everywhere and is an inescapable world reality. It has also become a major factor affecting teacher education. As a meeting ground and intercept for educational programs, teacher education provides an interface for both global imperatives and local identities. Ethiopia has pronounced achievements in most education programs at all levels, although official documents indicate variance in the quality of attainment across the levels (ESDP IV, 2011). Local studies (Ambisa, 2008; Amaliraj, 2008) also found that teacher education suffers from a lack of relevance and poor quality. Moreover, the demand for qualified teachers who are competent to shape the young generation through balancing the glocal context is increasing. This study investigated how local identities and global imperatives are integrated in contemporary Ethiopian teacher education at all levels. Critical theory was employed as the paradigm for the study. This epistemological view underpinned a discussion of the effect of globalization and multiculturalism on the world’s functioning. The research approach in the empirical study was qualitative and an interpretive case study method was employed. The units of analysis were literatures, such as The Lexus vs. the Olive Tree; McWorld vs. Jihad; The Clash of Civilization: The West vs. the Rest; and Demonstrating Common World Culture of Education (CWCE) or Locating A Globally Structured Agenda for Education (GSAE); and the contemporary Ethiopian teacher education programs (the PGDT and TESO programs). Data collection tools were basic dialectical questions under Eemeren’s (1986) established ‘system of norms’, observation, interviews and focus group discussions. Confidentiality, anonymity, informed consent, resolution of conflict of interest and intellectual ownership were considered in the study. The dialectical analysis investigated the four quadrant glocal relationships model and described the role players in each quadrant where nations may locate themselves. Moreover, the comparative analysis indicated that globalization has not yet become an issue in contemporary Ethiopian teacher education, while multicultural practices are fragmented and are addressed only in response to ethnic demands for accommodation. To this end, Ethiopian teacher education should redefine its programs in order to adjust to global understanding in an endeavor to produce competent teachers for the global market. / Curriculum and Instructional Studies / D. Ed. (Curriculum Studies)

The dialectics of globalization and multiculturalism is encountered everywhere and is an inescapable world reality. It has also become a major factor affecting teacher education. As a meeting ground and intercept for educational programs, teacher education provides an interface for both global imperatives and local identities. Ethiopia has pronounced achievements in most education programs at all levels, although official documents indicate variance in the quality of attainment across the levels (ESDP IV, 2011). Local studies (Ambisa, 2008; Amaliraj, 2008) also found that teacher education suffers from a lack of relevance and poor quality. Moreover, the demand for qualified teachers who are competent to shape the young generation through balancing the glocal context is increasing. This study investigated how local identities and global imperatives are integrated in contemporary Ethiopian teacher education at all levels. Critical theory was employed as the paradigm for the study. This epistemological view underpinned a discussion of the effect of globalization and multiculturalism on the world’s functioning. The research approach in the empirical study was qualitative and an interpretive case study method was employed. The units of analysis were literatures, such as The Lexus vs. the Olive Tree; McWorld vs. Jihad; The Clash of Civilization: The West vs. the Rest; and Demonstrating Common World Culture of Education (CWCE) or Locating A Globally Structured Agenda for Education (GSAE); and the contemporary Ethiopian teacher education programs (the PGDT and TESO programs). Data collection tools were basic dialectical questions under Eemeren’s (1986) established ‘system of norms’, observation, interviews and focus group discussions. Confidentiality, anonymity, informed consent, resolution of conflict of interest and intellectual ownership were considered in the study. The dialectical analysis investigated the four quadrant glocal relationships model and described the role players in each quadrant where nations may locate themselves. Moreover, the comparative analysis indicated that globalization has not yet become an issue in contemporary Ethiopian teacher education, while multicultural practices are fragmented and are addressed only in response to ethnic demands for accommodation. To this end, Ethiopian teacher education should redefine its programs in order to adjust to global understanding in an endeavor to produce competent teachers for the global market. / Curriculum and Instructional Studies / D. Ed. (Curriculum Studies)