消費者對汽車品質重視度及滿意度分析研究-以台灣TOYOTA汽車市場為例

Relationship between Customer’s Satisfaction and Product’s Quality in Automobile Industry：A Case Study of TOYOTA in Taiwan.

詹益雄(Yi Hsiung Chan)

指導教授 ： 林霖

國立暨南國際大學/管理學院/經營管理碩士學位學程在職專班/碩士(2015年)

摘要

本研究採用問卷設計的方式，透過採用隨機抽樣受訪者進行問卷調查，並將受訪者分為一般顧客以及具備汽車相關知識之專家，分別探討一般顧客以及具備汽車相關知識之專家對於TOYOTA汽車品質的看法及期望。本研究採用J.D. Power APEAL調查所提出之九項涵蓋汽車之性能、設計及功能性之品質項目著手，包括：「汽車之外觀」、「汽車之內裝」、「置物空間表現」、「汽車音響」、「車內空調」、「汽車座椅表現表現」、「汽車操控性」、「引擎和變速系統」與「行車安全及行車視野表現」，採用十點尺度分析（10 Point Scale Analysis）衡量顧客對各品質項目之重視性及滿意程度，並透過Yang（2003）重視度-滿意度模型（I-S Model），探討購買TOYOTA汽車之顧客對於TOYOTA汽車所提供的上述九項品質之滿意度及重視度為何，進而為TOYOTA汽車尋找最佳之規劃方向。

關鍵字

購車行為 ； 汽車品質屬性 ； 重視度-滿意度模式

並列摘要

In this study we random sampling respondents and used questionnaire designed to understand their opinions and expect on the TOYOTA’s automobile. Next respondents were divided into general customers and have expert knowledge on automobile’s customers. Especially we confirm the customer perception, and attempt to understand the difference between general customers and have expert knowledge on automobile’s customers.
Then we used J.D. Power APEAL survey who proposed nine index, cover the performance, design and functional quality of the automobile, including:「The Appearance」, 「The Interior」, 「The Storage Space」, 「The Stereo System」, 「The Air Condition」, 「The Seat」, 「The Operability」, 「The Engine and Transmission System」, 「Traffic Security and Driving Vision」, by 10 Point Scale Analysis to research the consumer views on the automobile quality’s importance and satisfaction, through Yang（2003）I-S Model investigate the satisfaction and value classified in specific area of I-S Model, further find the best strategy for the TOYOTA operational direction.

並列關鍵字

Behavior of Purchasing Automobile ； Automobile Quality Attribute ； I-S Model

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