隨著消費者意識的抬頭與大環境的激烈競爭，各行各業紛紛以所謂顧客導向的品質策略，積極努力追求顧客的滿意及品牌的忠誠度目標。其中又以汽車業對顧客滿意與品牌忠誠度的重視程度為更甚。因此，現今所謂的品質主要是以顧客滿意度為依歸，許多的企業視顧客滿意度調查為一重要工作。過去總認為顧客的滿意是線性品質的觀點，係指顧客對產品的滿意與否，與品質的好壞成正比關係。然而欲發掘出顧客對品質真正的想法，不能只用線性化的品質考量，就能衡量消費者心中的商品或服務價值。有鑑於此，本研究擬應用Kano 二維品質模式與認知品質要素的重視程度與滿意程度等問卷分析，探討台彎消費者對國產運動休旅車的認知品質需求。期望有一整合性的研究結果，提供產業界在未來的產品研發、服務流程改善與消費者滿意策略等擬定的具體建言。
研究中，以204份有效回收問卷的國產運動休旅車車主，進行購買行為、購後滿意度、忠誠度、對33項評價認知品質要素的重視程度與使用後的滿意度、以及Kano 品質屬性等統計分析。
研究結果發現，在評價的33項品質要素中，被Kano品質屬性歸類為線性品質者佔大多數共有26項，其次有12項是必須品質者是列為消費者的優先品質滿意度需求。在「重要性— 滿意度品質屬性貢獻模式」的評價中，落在有待改善區的衡量項目有9項是受顧客重視的但顧客不滿意者，是企業優先有待改善的行動機會。在增加滿意的改善品質構面方面，改善的優先順序為經濟性、外觀造型、內裝空間、舒適度、安全性、品牌口碑、售後服務、性能、配備、銷售服務等。在降低不滿意的的改善品質構面方面，改善品質構面優先順序為售後服務、外觀造型、銷售服務、經濟性、舒適度、安全性、內裝空間、性能、品牌口碑、配備等。同時本研究再次驗證消費者滿意與推薦、再購意願成正相關性，與抱怨行為呈負相關性。此外，本研究亦發現，得到較高消費者滿意度之品牌，未必會同樣得到較高的品牌忠誠度。

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