汽車服務廠服務品質、顧客滿意度與管理者認知之研究

An Empirical Study of Service Quality, Customer Satisfaction and Administrator's Perception for Automobile Service Workshop.

陳柏志(Po-Chih Chen)

指導教授 ： 吳浴沂 ； 王建彬

國立臺北科技大學/機電學院/車輛工程系所/碩士(2008年)

摘要

近幾年來，汽車銷售市場競爭日益激烈，汽車經銷商獲利來源大為改變，車輛維修成為汽車經銷商經營管理的重點，並取代新車銷售成為最主要的利潤來源。然而，如何持續改善服務廠服務品質、提昇顧客滿意、創造競爭優勢、降低保有客戶流失，並創造持續回廠的利基，將是汽車服務廠最重要的課題。
本研究係以Parasuraman, Zeithaml and Barry等三位學者所提出之「服務品質模式」與「SERVQUAL量表」為基礎，採問卷方式進行調查，藉以探討個案公司服務廠在「服務品質模式」中之缺口一與缺口五之差異情況；亦即分析探討服務廠管理者(廠長)與車主對服務品質期望認知之差異情形，以及車主進廠前後對服務廠服務品質感受的差異情形與整體滿意度評價。
本研究經統計分析考驗後，獲得主要結論如下：
1. 車主所期望的服務水準與管理者(廠長)所認知車主期望服務水準二者之間並無顯著差異。
2. 車主進廠前所期望的服務水準與進廠接受服務後之實際感受服務水準二者之間存有顯著差異。
3. 車主在進廠後對服務廠整體滿意度評價在五點尺度量表屬於中高程度，表示車主在進廠後對服務廠整體滿意度評價是很高的。
最後，本研究根據研究結果與結論對個案公司提出建議，以期在提昇與改善服務品質上能有所助益。

關鍵字

汽車服務廠 ； 服務品質 ； 顧客滿意 ； PZB服務品質模式 ； SERVQUAL量表

並列摘要

In recent years, the competition of automobile market is fierce increasingly. Automobile dealers’ profit-making source has greatly changed, and car maintenance becomes an important management issue instead of launching new cars to dealers. However, how to continuously improve service quality, increase customer satisfaction, create competitive advantages, decrease the percentage of customer loss, and generate company values through customers’ consistent return, will be the most important subject of a automobile service workshop.
This research, on the basis of “Service Quality Model” and “SERVQUAL” scale conducted by Parasuraman, Zeithaml and Barry, makes the analysis about the case automobile service workshop’s difference in gap 1 and gap 5 of “Service Quality Model” by questionnaire. That’s said to make the analysis about the difference of the expectation to the service quality between administrators and car owners, make a comparison of what they expect service workshop should offer with their perceptions of the performance of service workshop providing the services and overall satisfaction evaluation.
Three main conclusions of this research tested by statistical analyses as follows:
1. The expectation to the service quality between car owners and administrators (service workshop directors) has no significant difference.
2. There is a significant difference between what car owners expect service workshop should offer and their perceptions of the performance of service workshop providing the services.
3. The customer satisfaction degrees of car owners’ perceptions to the performance of service workshop providing the services is medium-to-high level in Likert's Scale, which indicates car owners give high satisfaction evaluation to the service workshop.
Finally, proposing the suggestion on the case company according to conclusions of this research, and expecting to benefit the service quality advancement and improvement.

並列關鍵字

automobile service workshop ； service quality ； customer satisfaction ； PZB service quality model ； SERVQUAL

參考文獻

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