影響高價汽車車主維修汽車行為相關因素之研究 – 以歐系汽車B品牌為例

On Maintenance Behaviors and Related Factors of Expensive Car Drivers – A case for European “B” brand

林文昌(Wayne,Wen-Chang Lin)

指導教授 ： 洪英正 ； 吳淑華

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00753

摘要

2006年油價攀升減弱民眾購車能力，我國新車銷售市場競爭日益激烈及迅速萎縮。但進口汽車銷售量成長趨緩，對於汽車廠商而言除新車銷售外，售後維修及零件銷售成為新的獲利來源，所以更需關注後續維修服務之滿意度及維修廠類型之選擇。為此，本研究以個案企業B品牌汽車為對象進行調查，了解其購車後維修的選擇因素。

經由研究動機及文獻歸納，本研究採用問卷方式進行調查，除以敘述統計方式對調查對象予以介紹之外，另針對問卷本身進行信度分析，再以因素分析方式分析其相關構面，後採用卡方檢定分析了解車主人口統計變項與維修類型之間的關係，再以獨立樣本t檢定了解選擇不同維修廠的類型與維修滿意度之間的關係，最後以ANOVA檢定分析車主不同人口統計變項在維修滿意度研究構面是否不同。

經過調查與分析，本研究主要成果在車主特質部分的了解，本研究對象B品牌車主以已婚之中壯年男性為主，多服務於服務業，高達91%為自用而非營業用車，購車來源以原廠總代理購買新車最多，流通車齡以0~8年為主。就車主人口統計變項與研究構面交叉分析，受訪者行業之不同在本研究之維修滿意度的各項因素上會有顯著差異；而受訪者居住地、購車來源、職級、車齡及車型等則有部分顯著差異關係。對於人員與流程溝通及服務設施構面，原廠車主滿意度高於非原廠維修車主，而在技術與品質、價格敏感度及便利服務部分，非原廠維修車主高於原廠車主。

　　根據分析結果，本研究發現B品牌車主特質具有高度同質性，可根據統計資料對現有客戶再加以區隔，提出相關的行銷策略。其次，本研究發現原廠維修車主在意非價格因素，非原廠車主則受價格敏感度因素影響較大，企業可再加以市場區隔。

關鍵字

維修滿意度 ； 品質滿意度 ； 關鍵成功因素

並列摘要

In 2006, the increase of oil price weakens the purchasing ability Taiwanese people have. Taiwan’s new car sales market is getting more competitive and withering prompt. However, the growth of sales volume of import car tends gently. Due to that, aftersales service and parts sales become a new source of profit gaining for car companies. For these reasons, this study adopts B car brand as a case study object in order to realize the factors of option of car maintenance after car purchase.

This study proceeded by the method of questionnaire. In addition to introduce subjects who were investigated by the method of descriptive statistics, and questionnaire was analyzed with reliability analysis as well. Besides, this study used factor analysis, Chi-square tests, independent t-test and one-way analysis of variance.

After survey and analysis, the main findings of this study include：
1. The B brand car owners are mainly middle-age and married men. They work mainly in service sector.
2. More than 91% of the cars are personal cars. General importer is the most sources they purchased cars from.
3. Main flowing car ages are from 0 to 8 years.

According to the analysis of significant difference, this study found out that car owners with difference demographic variables would have significant different repairing satisfaction. In perspectives of personnel, communication procedure and service facility, car owners who repair cars in original workshops have higher satisfaction than those who repair car in non original workshops, but in perspectives of technique and quality, price sensitivity, and convenient service satisfaction, car owners who repair cars in non-original workshops have higher satisfaction than those who repair car in original workshops.

According to the result of analysis, this study found out that the characteristics of B brand car owners have a high degree of homogeneity which can be re-segmented in accordance with statistical information and provide relevant marketing strategy. Moreover, this study also found out that car owners who repair cars in original workshops concern the factor of non-price most, but those who repair cars in non-original workshops are affected by price sensitivity most. So the enterprise can make more market segmentation in searching for more customers and their satisfaction.

並列關鍵字

Repairing Satisfaction ； Quality Satisfaction ； Key Success Factor

參考文獻

臺灣經濟研究院 (2007)，汽車維修及汽車美容業基本資料，產經資料庫。

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易圖清(2005)，汽車維修制度與顧客滿意度之研究，國立成功大學高階管理碩士在職專班(EMBA)碩士論文。

黃萬益(2003)，兩岸保健食品消費者行為之研究-以台北與上海為例，國立成功大學管理學院高階管理碩士在職專班碩士論文。

Cardozo, R. N. (1965), “An Experimental Study of Customer Effort, Expection and Satisfaction”, Journal of Marketing Research, Vol.2, pp.244-249.