服務品質對關係品質與顧客忠誠度影響之研究－以機車維修業為例

The Study on Influence of Service Quality on Relationship Quality and Customers Loyalty-A Case Study of Motorcycle Maintenance Industry

詹明杰(Ming-Jie Zhan) ； 張和然(Her-Ran Chang)

《全球管理與經濟》 7卷1期 (2011/06) Pp. 90-109

https://doi.org/10.6565/JGME.2011.7(1).6

摘要

現有的機車維修業在行銷類研究中，多著重在服務品質對顧客滿意度與顧客忠誠度之影響。本研究除延用該模式外，亦試圖以關係品質來補強顧客滿意作為中介變項有所不足之處，希望了解在機車維修業中顧客感知的服務品質會否對於顧客對業者間的關係品質與顧客忠誠度產生影響，或者信任、滿意與承諾何者構念對顧客忠誠產生的影響較為顯著。本研究先蒐集相關理論文獻及該產業的實證行銷研究，據以編製本研究所用之「服務品質對關係品質與顧客忠誠度影響之研究－以機車維修業為例」量表。之後，透過問卷調查法，以台灣曾有過機車維修經驗的消費者為研究對象進行問卷調查，並分析資料。研究結果發現（1）服務品質中的可靠性與保證性對於關係品質與顧客忠誠度影響最鉅（2）關係品質中信任與滿意兩項構念對於顧客忠誠的影響是同等重要的。最後研究結果期能提供對台灣機車維修業者與機車產銷公司，做為經營策略時的參考。

關鍵字

服務品質 ； 關係品質 ； 顧客忠誠度 ； 機車維修業

並列摘要

Most current marketing researches of motorcycle's maintenance industry put emphasize on the relation between servicing quality and customers' satisfaction along with royalty. Apart from continually adopting the above prototype, this research also manages to strengthen the satisfaction of customers by focusing on the quality of interactive relation with a view to compensate the weakness of variables and understand which one affects the customers' royalty the most, trust, satisfaction or commitment? The research firstly makes the diagrams of ”the relation between servicing quality and customers' satisfaction along with royalty-the study of motorcycle's maintenance industry” by collecting the related theory and literatures including marketing case studies of the industry accompanied with the primary research and analysis of questionnaires based on customers who have had the motorcycles' maintenance experiences.The research's results 1: The reliability and accountability have the most crucial influence on the customers' royalty and interactive relation. 2: Trust and satisfaction out of interactive relation are equally important in terms of deciding customers' royalty. Above two results might offer a reference for Taiwan motorcycle's manufacture, distributor and maintenance industries.

並列關鍵字

Service Quality ； Relationship Quality ； Customers Loyalty ； Motorcycle Maintenance Industry