服務品質、顧客滿意度與顧客忠誠度影響之研究-以汽車服務廠為例

A Study on the Impact of Service Quality, Customer Satisfaction and Customer Loyalty - A Case Study of Automobile Service Factory

郭裕勝(Yu-Sheng Guo)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700511

摘要

汽車維修服務業是傳統產業，並存在著龐大的售後服務的市場，而且每個家庭汽車持有率也不斷提高，每個汽車經銷商也已經開始慢慢的將競爭的重點由汽車銷售前端轉移向後端的汽車售後服務，因此如何利用服務品質來創造顧客滿意度進而產生顧客的忠誠度，不會因為前端銷售的萎縮而影響整個企業的經營，所以會在售後服務端不斷的努力提升服務，也因為服務是一種無形得產品，使得業者一直不斷努力想盡辦法將服務這個產品呈現給顧客，這是業者不斷在努力的目標。本研究的動機是希望透過服務廠如何提高服務品質來影響到顧客滿意度，來創造顧客再次回廠的忠誠度。
本研究以M牌汽車服務廠為對象，以進服務廠消費的顧客作為研究對象進行問卷調查，主旨在探討汽車維修業服務廠服務品質、顧客滿意度及顧客忠誠度三者間的影響。本研究共計發放 200份問卷，回收169份有效問卷，有效問卷回收率為84.5%。本研究的衡量尺度採李克特尺度五點量表，問卷資料回收後採用 SPSS 22 版作為資料分析工具，使用的統計方法有信度分析、敘述性統計分析、差異性分析、迴歸分析。
本研究利用迴歸分析發現，汽車維修服務品質的關懷性對顧客滿意度的環境、價格及專業都有正向的顯著影響，及服務品質的反應性對顧客滿意度專業因素也是有正向影響，表示如果當汽車維修服務品質之反應性與關懷性提升時，顧客對於顧客滿意度的認同度也愈高。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 汽車維修服務廠

並列摘要

Car repair service industry is the traditional industry, and there is a huge after-sales service market, and each family car holdings are also rising, each car dealer has also begun to slowly focus on competition by the car sales front Transfer to the rear of the car after-sales service, so how to use the service quality to create customer satisfaction and then generate customer loyalty, not because of the decline in front-end sales and affect the entire business, so the ongoing efforts in the after-sales service, but also because the service is a kind of intangible products, making the industry has been trying to find ways to service this product to the customer, which is the industry in the efforts of the goal. The motivations of this study are to create a way for customers to return to the plant again through how the service plant improves service quality to influence customer satisfaction.
In this study, we conducted a questionnaire survey on the customers of the service factory, which was used as a research object. The purpose of this study was to explore the impact of service quality, customer satisfaction and customer loyalty in the automobile service industry. A total of 200 questionnaires were collected and 169 valid questionnaires were collected. The effective questionnaire was 84.5%. In this study, we used SPSS 22 as the data analysis tool. The statistical methods used were reliability analysis, narrative statistical analysis, difference analysis and regression analysis.
In this study, regression analysis showed that the car care service quality of the customer satisfaction of the environment, prices and professional have a significant positive impact, and service quality of customer response to the quality of professional factors also have a positive impact, Said that if the car repair service quality of the reactivity and care to enhance the customer satisfaction for customer satisfaction is also higher.

並列關鍵字

service quality ； customer satisfaction ； customer loyalty ； car repair service factory

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