汽車維修服務品質對顧客忠誠度之研究-以某汽車經銷商為例

A Study on Automotive Service Quality for Customer Loyalty - in the Case of a Certain Automobile Dealer

張振聰(Chen-Tsung Chang)

指導教授 ： 陳 家 祥

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

汽車維修服務品質對顧客忠誠度之研究
-以某汽車經銷商為例
研究生：張振聰 指導教授：陳家祥
元 智 大 學 管 理 研 究 所
摘 要
台灣汽車產業由於消費意識抬頭，隨著顧客需求滿意度提高，故汽車維修服務廠也進入白熱化競爭，好的售後服務品質能給顧客滿意，反之，不好的售後服務將影響顧客再次消費，顧客滿意度與服務品質的關係又將是汽車維修廠的經營指標。經研究發現的顧客滿意指標評核中，顧客滿意提升與維修服務品質有相關性，維修服務品質改變對顧客滿意度與維修服務廠營運獲利有影響。
企業成功關鍵在於如何提升服務品質、追求全方位的顧客滿意度及提高顧客忠誠度。本研究旨在探討服務品質、顧客滿意度與顧客忠誠度關係，為達成此研究目的，蒐集並分析相關文獻以作為本研究之理論架構。
本研究經SERVQUAL量表統計分析採用信度效度分析、典型相關分析、逐步多元迴歸分析來檢定，研究的結論：一、服務品質對顧客滿意度有正向影響 二、 顧客滿意度對顧客忠誠度有正向影響。
根據本研究的結論，提出下列建議：一、加強服務品質的服務過程、服務態度
與專業知能。二、提高顧客滿意度中的服務品質，讓消費者感動貼心服務，並達永遠忠誠客戶目標。
本研究對汽車維修服務廠的建議，不但能強化汽車維修服務品質，而且還能增加汽車銷售與汽車維修價值。可確信的是，本研究汽車維修服務品質改變的建議與方法，能提供給汽車維修服務業或企業做為參考。

關鍵詞：汽車維修服務品質、顧客滿意度、顧客忠誠度

關鍵字

汽車維修服務品質、顧客滿意度、顧客忠誠度

並列摘要

A Study on Automotive Service Quality for Customer Loyalty
- in the Case of a Certain Automobile Dealer
Student: Chang, Chen-Tsung Advisor: Chen, Ja-Shen

ABSTRACT
Taiwan automotive industry is facing a challenge of ever fierce competition, especially in automotive service, due to the rise of consumer awareness and enhanced customer satisfaction. As higher after-sales service quality leads to customer satisfaction while lower quality affects customer repetitive buying, the relationships between customer satisfaction and service quality apparently serves as an indicator for automotive service operations management. To the results of research on customer satisfaction indicators evaluation, there is a significant relationship between customer satisfaction enhancement and automotive service quality, besides change in automotive service quality does influence customer satisfaction and profitability of an automotive service shop.
Success of a business lies mainly on how to enhance service quality for all around customer satisfaction and how to heighten customer loyalty. This study aims at exploring relationships between service quality, customer satisfaction and customer loyalty. Hence this study begins with building the theoretical framework by data collection and literature review and analysis.
Next this study adapts the methods including SERVQUAL Scale Statistic Analysis, Reliability & Validity Analysis, Canonical Analysis and Stepwise Multiple Regression Analysis; and finally comes to the conclusions as follows: 1. Service Quality demonstrates a positive influence to Customer Satisfaction; 2. Customer Satisfaction shows a positive influence to Customer Loyalty.
This study offers the following suggestions on the basis of the conclusion as reference for the interested parties: 1. It is vital to foster service quality in particular the service process, service attitude and service competency; 2. It is crucial to enhance the key customer satisfaction factor – service quality so as to make consumers feel moved with the touching services and thus to move forwards to the goal of winning long range customer loyalty.
Furthermore, to automotive service shops, the suggestions presented here will not only foster automotive service quality including maintenance and repair, but also increase automotive sales turnover and automotive service values. It is for sure that all of the suggestions and methods for change in automotive service quality proposed in this study is indeed worthy while for automotive service industry or business to take a look as reference.

Keywords:
Automotive Service Quality, Customer Satisfaction, Customer Loyalty

並列關鍵字

Automotive Service Quality, Customer Satisfaction, Customer Loyalty

參考文獻

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