維修中心服務品質與顧客滿意度探討

A study on Service Quality and Customer Satisfaction of Repair Center

楊蘭萱(Lan-Hsuan Yang)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2007年)

摘要

隨著資訊產業的發達、網際網路的興起、資訊社會的便利及消費者意識的抬頭，維修服務不再只是被視為額外的附加內容，客戶在與購買產品之後對維修服務的要求也隨之與日俱增，不再像是僅能遵循產品製造廠商提供所謂標準服務內容就能滿足。在競爭激烈的環境下，企業也發現到只有專注在供給銷售面的策略、成本的降低不夠的，必須思考如何能在降低成本的壓力下，且不影響顧客的權益下，提供有品質、具信賴的維修服務絕對是贏得客戶持續使用的重要關鍵之一。
在資訊產業中，尤其是硬體產業，近幾年也積極發展顧客關係管理，隨著資訊交流的快速與公開，消費者在購買商品時，除了商品基本功能的需求考量，也開始重視商品「維修服務」的內容。客戶在購買商品後，維修服務是與客戶持續互動的重要事件之一。若企業可以提供完善品質的維修服務，所產生的效益，有提升客戶的滿意度、增加營收、增加市場佔有率、增進客戶忠誠度等多項益處，更可以獲得客戶的信賴，也同時提升企業品牌形象。
因此本研究以PZB理論為基礎，經由教授與專家的意見研析，透過統計方法與分析進行實證研究，系統化與結構化的探討維修中心顧客要求的重要服務品質，再經由並以二維品質分析法找出服務品質分別處與於四象限中的哪一部份，並提供建議作業內容與管理改善方案，以作為提升服務品質之參考，及改善優先順序。

關鍵字

服務品質、顧客滿意度、顧客忠誠度

並列摘要

With the advance of IT industry, emerging of Internet, convenience in information society and rise of consumer awareness, after-sale service is no longer viewed as an extra value-added content of product. Consumer demand for after-sale service are no longer satisfied by the “standard after-sale service” offered by the product manufacturers. Focusing on the strategy of sales and cost-down is not enough in such kind of competitive circumstances, they must think more about how to provide the consumer the after-sale service with good quality and reliability. Therefore after-sale service is one of the main factors to stimulate customers to use the product continually.In IT industry, especially for the manufacturers of hardware device, they have paid more attention for the issue of “Customer Relationship Management ”. Due to the high speed and public of information exchange, customers not only concern about the functions of products, but also the content of the after-sale service when they have purchased demands. After purchase, the contact with customers is based on the after-service. If business could provide the repair service with good quality, it can also increase the satisfaction of customers, the revenue for business, raise the market sharing, increase customer loyalty, get the reliability from customers, and enhance the image of business.This study was based on the PZB theory, consulted and instructed by the professor to finding out the service factors concerned by customers, and the advantages and flaws of current situation, then providing the suggestions of working procedures and management.

並列關鍵字

service quality, customer satisfaction, customer loyalty

參考文獻

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