The Relationships among Service Quality, Relationship Quality and Customer Satisfaction in Automobile Maintenance Services

汽車維修業服務品質及關係品質與顧客滿意度關係之研究

祝天雄(Tien-Hsiung Chu) ； 郭裔昇(Yi-Sheng Guo)

《中華科技大學學報》 61期 (2015/01) Pp. 107-122

摘要

服務業是顧客導向的行業，贏得顧客滿意度成為服務業的重要課題之一。由於汽車工業的崛起，汽車修護業已發展成為重要的服務業，如何以服務品質與顧客關係品質，達成顧客滿意度的方法，成為重要的研究主題。本研究以調查消費者對汽車維修廠的服務品質、關係品質及顧客滿意度之認知進行實證研究，以臺灣臺北市及新北市的小客車維修消費者為研究對象，採用系統抽樣法進行問卷調查，並採用SPSS進行相關性分析與迴歸分析檢定研究假說，實証結果發現：（1）服務品質對顧客滿意度有顯著的正向影響，（2）關係品質對顧客滿意度有顯著的正向影響。及（3）服務品質對關係品質有顯著的正向影響。本研究提出之服務品質及關係品質影響因素及分析結果，可提供業者於提昇顧客滿意度之參考。

並列摘要

This paper presents research that examines the relationship between service quality and customer satisfaction, relationship between relationship quality and customer satisfaction, and relationship between service quality and relationship quality. A survey on automobile maintenance business was conducted, and a total of 300 questionnaires were returned. The hypothesized relationships are tested by using correlation coefficient test and statistical regression analysis in the SPSS software. The results show that (1) service quality has a positive and significant influence on customer satisfaction, (2) relationship quality has a positive and significant influence on customer satisfaction, (3) service quality has a positive and significant influence on relationship quality, and (4) service quality jointed by relationship quality is positively related to the effect on customer satisfaction. The results of this study can help automobile maintenance companies understand the advantages of achieving customer perceived service quality and relationship quality, and implement effective decisions on customer satisfaction in Taiwan.

並列關鍵字

Service quality ； relationship quality ； customer satisfaction ； automobile ； maintenance business ； statistical analysis Service quality ； relationship quality ； customer satisfaction ； automobile maintenance business ； statistical analysis