服務失誤對於再購意願之影響-以汽車維修廠為例

The Impact of Service Failures on Repurchase Intention - An example of Vehicle Repair Service Factory

張恩瀚(En-Han Chang)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2015年)

https://doi.org/10.6826/NUTC.2015.00072

摘要

汽車產業在臺灣社會佔了重要的一環，加上近年來車市復甦，銷量明顯增加，售後服務的良莠往往影響著客戶的再購意願，也是影響著企業能否永續經營的重要關鍵。然而，現今社會消費者意識抬頭，要達到顧客滿意談何容易，換言之，消費者會以高度標準檢視所接受的服務，因此經常導致服務失誤的發生。故此，本研究針對有遭受到服務失誤，仍有再購意願的客戶群作為研究對象，探討品牌形象、轉換成本及關係慣性對於其干擾效果，共發出436份問卷，有效問卷為402份，有效回收率為92.2%，以統計軟體SmartPLS進行統計分析，研究結果顯示，關係慣性在服務失誤與再購意願間存在著干擾效果，品牌形象與轉換成本則是直接影響著再購意願，期望此一結果能夠提供業者在提升客戶再購率時之參考。

關鍵字

服務失誤 ； 品牌形象 ； 轉換成本 ； 關係慣性 ； 再購意願

並列摘要

Automobile industry has played an important role in Taiwan society. For decades, auto market shows revival signs and car sales significantly increase. Previous research has indicated that after-sales customer services strengthen not only customer loyalty but also an opportunity of further sales. Unfortunately, with raising customer consciousness, it is more difficult to improve customer satisfaction. Also, because customer satisfaction is a subjective-aspect measurement, misidentification of service quality may be involved in customer service survey. Therefore, this study tends to understand the reason why customers who assessed low level of service quality would still have repeat purchase intentions. In order to investigate the moderating effects of brand image, switching costs, and inertia on customer repurchase intention, this study delivered 436 questionnaires, and received 402 valid questionnaires, with the response rate of 92.2%. By using SmartPLS, the results showed that service failures do not have significant influences on customer repurchase intention. Inertia moderates the relationship between service failures and repurchase intention. Brand image and switching coasts, by contrast, have direct influences on customer repurchase intention. The results could help company effectively exercise strategies to retain customers.

並列關鍵字

Service Failures ； Brand Image ； Switching Cost ； Relationship Inertia ； Repurchase Intention

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