加油站服務品質與顧客滿意度研究－以中油桃園地區為例

The Service Quality and Customer Satisfaction for Gas Stations： An Empirical Study of Chinese Petroleum Corporation in Taoyuan Area

廖宜聰(Yi-Tsung Liao)

指導教授 ： 湯玲郎

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

近年來由於國內油品市場的開放及台塑石油加入競爭，使得國人對於加油站提供高品質的油品及銷售服務需求與日俱增。目前國內加油站處於微利及競爭激烈的環境，加油站業者必須作好顧客關係管理，努力維持與現有顧客之關係。近幾來消費者權利意識的覺醒，使得加油站間的競爭趨於白熱化。油品市場不但出現中油與台塑積極地擴展通路疆域，而加油站業者也力圖從激烈的同業競爭中創造及提升營業的獲利。因此，如何藉由提昇服務品質來提高顧客的忠誠度，成為加油站的終生顧客，是目前經營加油站業者須努力的方向。
本研究針對桃園地區中油自營加油站，以問卷調查的方式了解加油站顧客的消費行為，瞭解顧客對中油加油站服務項目重要度比較，及服務品質、顧客滿意度及顧客忠誠度之關係，問卷設計第一部份主要以PZB 服務品質的五大構面為依據所設計之題目，並參考中油公司主管專、家及中油內部會議的意見，共設計出27項服務品質項目。本問卷在中油公司桃園零售中心協助之下共發放1000 份問卷並採隨機抽樣方式辦理，有效問卷913 份，有效回收率91.3％。因此能充分達成研究之目的本研究之資料分析主要依各研究變項進行基本分析，本研究使用SPSS 10.0來進行分析。
依研究分析結果中油公司桃園區加油站管理人員應加強服務，讓顧客對服務品質滿意度的認知高於顧客的期望，建立服務品牌的優勢提升競爭力。並針對顧客消費習慣分析桃園區加油站有許多地點優良、空間廣闊的據點，建議以策略結盟方式發展車輛快速保養中心及複合式便利商店，作為為將來發展多角化經營的方向。

關鍵字

顧客關係管理 ； 服務品質 ； 顧客滿意度

並列摘要

Recent years, owing to the opening market of petrol in our county and Formosa Petroleum Corp(FPC) takes part in the competition. It increases people’s need of sales service and many people pay attention to the high quality oil day by day. Now the gas station businessmen in Taiwan are facing the environment of less advantages and exciting competition. The gas station must manage the good relationship with consumers. Recent years, because of the awardness of consumers’ right, the competition between gas stations become an open competition. In the oil market, it appears to Chinese Petroleum Corp(CPC) and FPC –these two companies want to expand their territory actively. Moreover, the gas station businessmen also want to create their advantages in the same business. Thus, how to provide good service to win customer’s faith and increase customer loyalty becomes an important issue that the gas station businessmen have to work hard.
This research is focused on the CPC in Taoyuan area, we use questionnaire to find out the consumer behavior of the gas station. Besides, we try to understand the relationship between for CPC consumers’ satisfaction and consumers’ loyalty. The first part of the questionnaire is based on PZB’s Model of service quality. It also takes opinions of CPC managers and experts and the conclusion of CPC internal meetings for reference. We totally design 27 items on the list about service quality. with the help of Chinese Petroleum Corp in Taoyuan area, we send out 1000 questionnaire by random sampling. And we deal it with random sample .effective questionnaire are 913.with effective return rate91.3%.Thus,we can use this information for the research to analyze the different items about gas station. The research uses SPSS 10.10 to analyze. From the result of analysis, the managers in CPC Taoyuan area should emphasize on service, talet service quality satisfaction higher than consumers’ expectation. build up the advantages of well-known brand to increase the compet tiveness the analysis indicates that there are many nice and big places here based on consumers’ habit in Taoyuan area. We suggest adopting strategic alliances to develop quick maintenance center and multiconvenient store. It will be the way to develop diversified management.

並列關鍵字

Consumers Relationship Management ； Service Quality ； Customer Satisfaction

參考文獻

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