服務品質對顧客回原廠保養意願之研究

The study of service quality to customers' willingness to return to the original factory for maintenance

潘俊宇(CHUN-YU PAN)

指導教授 ： 廖本哲

中原大學/商學院/企業管理學系/碩士(2022年)

https://doi.org/10.6840/cycu202201275

摘要

在台灣汽車產業如此的競爭，汽車成為現今家庭的代步工具，汽車保養廠以往被歸納為傳統產業，但隨著服務業的蓬勃發展與消費型態的改變，在這汽車產業如此競爭的環境下，汽車售後服務成為銷售的重點，要如何使車主能夠持續回原廠保養，讓車主成為忠誠的顧客，是汽車保養廠重要的一環，本研究在探討服務品質影響到顧客滿意度，而後顧客滿意度影響顧客忠誠度及回原廠保養意願。
本研究以問卷調查方式，探討汽車保養廠服務品質對顧客忠誠度之影響，而後顧客滿意度影響顧客忠誠度及回原廠保養意願，根據參考文獻，設計問卷，本研究共發放300份問卷，回收252份有效問卷，有效問卷回收率為84%。採用SPSS統計軟體，進行分析，根據研究結果發現:服務品質對顧客滿意度具有正向的影響，顧客滿意度對顧客忠誠度有正向的影響，顧客滿意度對顧客回原廠保養意願有正向的影響。

關鍵字

服務品質

並列摘要

The vehicle industry in Taiwan is so competitive and the vehicles seem to be the maintaining service of the original vehicle factory was always classified as the traditional industry in Taiwan, but because of the development of the service industry and the change of the consumption patterns, after-sales service became the important factor to the original vehicle factory to keep the vehicle owners returning to maintain their vehicle and make the vehicle owners want to be the loyal customers. This article discussed about the maintaining service quality of the vehicle original factory influencing customer satisfaction and the customer satisfaction influencing the customer loyalty and willingness to return to the original vehicle factory by means of questionnaires.
According to the references and the questionnaire survey, this article distributed 300 questionnaires and finally collected 252 valid questionnaires with effective recovery rate of 84%. This article found that the service quality is significantly related to the customer loyalty, the customer satisfaction is significantly related to the customer loyalty and the customer satisfaction is significantly related to the customer willingness to return to the original original vehicle factory by means of SPSS.

並列關鍵字

service quality

參考文獻

Regan, W.J. (1963) “The Service Revolution,” Journal of Marketing, Vol. 27, pp.57-62.

Kotler, P. (1988). Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs, NJ: Prentice-Hall.

JURAN, J.M (1986) A Universal Approach to Managing for Quality. Quality progress,12,19-24

淺井慶三郎、清水滋著（1989）。服務行銷管理（謝森展譯）。創意力文化事業，39頁

Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry, (1985), A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing Vol.49 (Fall) pp. 41-50.