汽車修配業的顧客關係行銷、關係品質與關係結果之探討

A Study of Customer Relationship Marketing, Quality and Outcome Of Car Repairment and Maintenance

謝瑞正(hsieh jui chêng)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

像汽車這樣的大宗長期使用的商品，消費者對其服務的需要伴隨產品整個使用過程，買後需要定期保養、修理。只有提供良好的服務，才能與客戶建立長期穩固、互惠互利的良好關係。因此服務不僅僅是服務，也是關係行銷。而關係行銷是當前服務業盛行的行銷手法，故本文以汽車修配業的顧客關係行銷、關係品質與關係結果為研究主題。研究結果將有助於汽車修配業服務人員在服務過程中發展關係行銷策略，並提升修配業者與顧客間的關係品質。
研究結果發現：(1)「信任」及「滿意」為消費者較重視的關係行銷議題；而職業別為工、商業的消費者較重視關係導向及信任；(2)與服務人員的關係及信任愈滿意者，其未來持續入廠及維修的意願將會增加；(3)汽車修配廠服務人員讓顧客感受到「相互揭露」的程度越高時，其消費者對服務人員的信任感也相對提高，（4）所得較高及教育程度較佳者願意提高入廠維修的次數，故服務人員在進行服務時應以其為目標客群，以鞏固已入廠的顧客的再入庫率；(5)汽車修配廠有較好的關係行銷活動時，會使消費者對其服務感到滿意以及對維修技術感到信任，故消費者前往汽車修配廠的意願將越高。

關鍵字

汽車修配業、關係行銷、關係品質、關係結果、汽車維修需求

並列摘要

Client’s requestments are met during the products using process such as automobiles. They need repairment and maintenance after-sale. Delivery of high service quality to customers offers firms an opportunity to differentiate themselves in competitive markets. Therefore, high service quality results in customer satisfaction, greater willingness to recommend to someone else, reduction in customer complaints, and improved customer retention rates.
There’s providing good services can establish long-term relationship with custmers. Not only service but relationship marketing are popular methods in service research. In this paper, customer relationship marketing, quality and outcome of car repairment and maintence is the subject. The results of this study will contribute to the service staff in the relationship marketing strategy development and the relationship quality raisement.
This research indicates: (1) " Reliability " and "satisfaction" for consumers to the relationship marketing issues; the clients’ occupations of the industry and business are viewer than the other in relationship orient and reliability; (2) The more relationship and reliability are the more willing to back to repair workshop in the future; (3) The interaction quality and reliability are raised between automobil service staffs and custmers;(4)The high income earners and education composition are willing to spend more time to repair; it should be a target customer group to strengthen the old clients’ recoming rate; (5)As the better relationship marketing is actived, the satisfaction and reliability to the repair technology are met, custmers will be higher willing to come to repair workshop.

並列關鍵字

Car Repairment and Maintenance, Relationship Marketing, Relaitonship Quality, Relationship Outcome, Repair Request

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