以Kano二維品質模式分析新北市汽車服務廠顧客忠誠度

本研究主要目的在於以顧客的觀點角度切入，探求汽車服務廠各服務項目對顧客所產生的忠誠度之影響。以服務品質五構面(可靠性、反應性、保證性、關懷性與有形性)為基礎，運用 Kano 二維品質模式將各服務項目進行屬性分類，再將各服務項目與忠誠度進行迴歸分析，結果以建議汽車服務廠改善與提升各服務項目品質之優先排序。本研究以方便抽樣之問卷調查法，對象為新北市自用小客車車主，共發放 250 份問卷，回收 206 份，剔除無效問卷 7 份，共 199 份有效問卷，有效回收率 80%。依分析結果中找出一維品質要素有 14 項，魅力品質要素有 1 項，同時歸納各服務項目之屬性對顧客忠誠度產生的影響因素。本研究結果共有以下二點關鍵項目， (一)汽車服務廠預估完成時間精準度為各年齡層增加顧客滿意程度之關鍵； (二)汽車服務廠擁有修繕後關心服務是維護與提升顧客忠誠度之因素。綜上，關鍵影響項目應列為優先改善與重視項目，並將有限資源妥善規劃，進行有效的品質改善與提升，以達到擁有更高顧客滿意與忠誠度。

關鍵字

汽車服務廠；服務品質；忠誠度； Kano 二維品質模式

並列摘要

The main purpose of this study is to examine how service provided by car service and repair centers influence customer loyalty from a customer’s perspective. This study takes the Kano Quality Model to categorize each service based on the five categories of customer service quality, followed by regression analysis of each service and its impact on customer loyalty. The result suggests that car service and repair centers should prioritize the improvement and upgrading of the quality of each of their services. This study took a convenience sampling of New Taipei City’s non-commercial light passenger vehicle owners via the distribution of a total of 250 questionnaire surveys. 206 responses were collected, out of which 7 responses were invalidated, leaving 199 valid questionnaires and an effective response rate of 80%. The results of the analysis identified 14 important one-dimensional quality factors, together with 1 attractive quality factor, and summed up the influence of each service category on customer loyalty. The conclusion of this research offers the following two key points: (1) The accuracy of the estimation of the time required for car servicing exerts a positive influence on customer satisfaction across all age groups; (2)aftercare service retains and increases customer loyalty. To summarize the above, key influencing factors should be listed as top priority categories for improvement and attention. Existing limited resources should be appropriately allotted for effective improvement and upgrading of quality, in order to achieve higher levels of customer satisfaction and loyalty.