以重要表現程度分析法探討汽車保養廠之服務績效

汽車產業是國家重要經濟的一環，汽車也成為了現代社會不可或缺的交通工具之一，牽動著無數的產業鏈，新車落地一到消費者的手上，就開始需要保養與維修的過程，所以汽車保養廠的業者存在就顯得很重要，市場上無論是原廠或是私人保修廠類型多，競爭也很激烈，汽車保養廠如何找出競爭優勢，找出提昇服務績效策略，使業者能獲利穩定成長，也能在市場中佔有一席之地，對業者來說是個很重要的課題。本研究擬探討汽車保養廠的服務績效分析。透過文獻，找出影響汽車保養廠的服務績效的重要指標，並透過重要表現程度分析法(IPA)問卷調查方式，瞭解汽車保養廠目前在服務績效上的表現與缺口，以作為汽車保養廠服務規劃時之參考。再藉由深度訪談瞭解消費者捨棄原廠而選擇私人汽車保養廠的原因，提供線索協助私人汽車保養廠業者建立差異化策略之機會。最後依據研究結果並提出相關結論與建議，以提供業者提昇服務績效策略依據之參考。

關鍵字

汽車保養廠；服務績效；重要表現程度分析法

並列摘要

The automobile industry plays an important role in the national economy, automobiles have also become one of the indispensable way of transportations in modern society. Automobile industry involves countless industrial chains. Once new cars were delivered to consumers, the needs to maintain and repair initiates. The car maintenance plants are very vital. Regardless car maintenance plants were operated by original manufacturers or private owned firms, there is an intense competition in the market. It is a very important issue for car maintenance companies to find out their competitive advantages and strategies to improve their performance, so that they can make profits and grow steadily, and also occupy a valuable place in the market. This study aims to investigate the key indicators that affect the service performance of an automobile maintenance facility, and to understand the current performance and gaps of an automobile maintenance facility through an important performance analysis (IPA) questionnaire, as a reference for service planning of an automobile maintenance facility. In-depth interviews were conducted to understand the reasons for consumers to choose private car maintenance companies instead of the original manufacturers, and to provide clues to help private car maintenance companies to establish differentiation strategies. Finally, based on the research results, we propose relevant conclusions and recommendations to provide a reference for the industry to improve their service performance strategies.