汽車服務廠服務品質之重要度及滿意度個案研究

A Case Study on the Importance and Satisfaction of Service Quality for Automobile Service Workshop

邱禎雄(Chen-Hsiung Chiu)

指導教授 ： 黃國修 ； 王建彬

國立臺北科技大學/機電學院/車輛工程系所/碩士(2010年)

摘要

2008年下半年開始，全世界各行各業受到金融海嘯侵襲，汽車業也無法幸免。原本已競爭白熱化的汽車銷售市場，營業利潤日益減少，各品牌汽車之經銷商無不尋求獲利來源，而汽車保養維修漸漸受到經營管理階層重視，甚至為其主要獲利來源。為讓主要獲利來源之汽車服務廠持續獲利，各大品牌汽車公司無不盡力改善服務廠之服務品質，提升客戶滿意度、降低客戶流失比率，進而創造高的競爭優勢，讓久未入廠客戶願意再度回廠，已是汽車服務廠首要任務。
本研究引用由美國蘭德公司(RAND Corporation)的Olaf Helmer等人所提出之Delphi式技術預測法(德飛法)為基礎，採用問卷方式進行調查，以探討個案公司體系內銷售、財務、服務等專家提供對服務廠服務品質之重要度及滿意度看法，也就是分析探討銷售、財務、服務等專家在其專業領域內對服務品質之重要度及滿意度認知差異情形。
本研究經統計分析研究後，獲得主要結論如下：
1. 各專家對服務廠之服務品質之重要度及滿意度皆有高度共識，亦即服務廠硬體設施、服務流程、維修品質、服務人員態度的每一細節，都直接影響到顧客對服務廠之期望。
2. 各專家間對部分項目有不同期望看法，可視為顧客對服務廠各項服務品質有不同之期望。
3. 各專家對服務廠整體服務品質之重要度及滿意度評價五分量表中屬於中高程度，顯示專家群對目前服務廠之服務品質較高的評價。
總之，本研究將根據研究成果與結論，對個案公司提出建議，讓公司整體服務品質再提昇，期望進一步成為業界標竿。

關鍵字

汽車服務廠 ； 服務品質 ； 顧客滿意 ； 德飛法

並列摘要

With the successive falling of the financial institutions in 2008, the world’s economy suffered a giant collapse. That started a chain reaction in the globe markets and sent a wide range of industries go downturn.

The automobile market is inevitably hit hardly by the economic crisis and got a huge lost in revenues. In light of the increasing competition among the auto market, many celebrated dealers, rather than launching new cars are now trying to seek other sources to raise their revenue. It is found that car maintenance plays a major part in the overall earnings. Now management tries their every effort to improve the quality service performed by their service workshops and hopefully achieve high customer satisfaction.

The study employs Delphi’s rules, constructed by Olaf Helmer’s team from Rand Corporation. It is conducted by way of questionnaires. In the subject company, professionals from different fields, such as marketing, finance, customer service …etc, fill out the survey to show their views about the importance of quality service and customer satisfaction as well. Under such scenario, we are able to tell the difference between the professionals’ expectation and the actual practice.

The research concluded and analyzed as below:
1. All professionals agree on the significance of the quality service and customer satisfaction to the workshop’s operation; and also satisfied with most of the current practices. In the meantime, they also observe that facility, service procedure, maintenance quality and staff’s attitude are customers’ major concern.
2. However, there are still some issues fall short of the professional’s expectation and that can be seen as customers’ anticipation varying from person to person.
3. Regarding the service quality and customer satisfaction, the professionals give the subject workshop a “med-high” overall evaluation based on the scale. That demonstrates the workshop’s brilliant performance in this field.

Based on the study results, we’d like to propose a comprehensive plan to the company in hopes of improving the company’s service quality and customer satisfaction to achieve the company’s goal to be a flagship in the industry.

並列關鍵字

Automobile Service Workshop ； Service Quality ； Customer Satisfaction

參考文獻

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