자동차의 제품 속성이 고객 만족도에 미치는 영향: 중국 고객의 브랜드 친숙도를 중심으로

China's automotive market is growing into the world's largest production and consumption market, along with the European, Japanese and North American markets. Global automakers such as Volkswagen of Germany, Toyota of Japan and GM of the US are making efforts to establish appropriate strategy to enter the Chinese market and Hyundai motor group is also making efforts to satisfy various customers' needs. Among these, product attributes are very important factors in customer satisfaction, and brand familiarity with customers is expected to have a significant effect on the relationship between product attributes and customer satisfaction. The purpose of this study is to investigate the relationship between product attributes and customer satisfaction, and to examine the effect of brand familiarity differences on their relationship. More specifically, this paper divides product attributes as four components; economy attribute, services & symbolic attribute, performance attribute, design attribute. We examines the relationship between these attributes and Chinese customers’ satisfaction and investigates the moderate effects of brand familiarity on the relationship between product attributes and customer’s satisfaction. As a result, it was found that economic, service and symbolism, and functionalities had an effect on customer satisfaction, and the difference of customer's brand familiarity had an effect on the relationship between automobile product attributes and customer satisfaction.