價值活動、顧客權益及顧客維持績效之探討—以中華三菱SAVRIN的維修保養為例

Value Activity, Customer Equity and Performance of Customer Retention: A Case Study of Mitsubishi Savrin Maintenance Services

張立國(Li-Kuo Chang)

指導教授 ： 陳怡之

元智大學/管理學院/管理研究所/碩士(2007年)

摘要

2006年國內經濟因受高油價及雙卡效應的影響,新車市場較2005年大幅衰退了29.3%；同樣，服務廠進廠台數也因新車銷售的衰退及顧客消費的緊縮,而呈現8%的衰退幅度。在這樣新顧客取得漸形不易之情形下,如何做好舊有顧客的經營,以穩定客源及回廠率,對汽車業者的經營就顯得更加重要。根據Rust,Zeithaml和Lemon(2001)提出的顧客權益架構,即價值權益、品牌權益及關係權益三個構面,本研究將其與原廠服務廠提供的價值活動,即服務品質、價格、便利性、促銷、服務人員及服務環境相結合,希望能藉由車輛維修保養提供的價值活動是透過顧客權益的哪些構面來影響顧客維持績效之探討,以幫助汽車維修業發展關鍵的價值活動,以增加其顧客權益、回廠率及營收。本研究共回收了142份有效樣本,以SPSS 13.0進行統計分析後得到以下結果:1.價值活動對「價值權益」的影響強度依序是服務人員、服務品質、服務環境與價格。價值活動對「品牌權益」的影響強度依序是服務人員、服務環境、價格、促銷及服務品質。價值活動對「關係權益」的影響強度依序是服務人員、價格、促銷。2.「價值權益」對「溢價行為」有顯著影響效果。「關係權益」對「持續回廠」有顯著影響效果。3.對這兩項權益均具影響效果的價值活動是「服務人員」與「價格」,也是汽車維修業在提升顧客權益、回廠率及營收上最需重視的構面。

關鍵字

價值活動 ； 顧客權益 ； 顧客維持績效

並列摘要

Due to the impact of high gasoline price and credit card & cash card debts, the sale volume of new vehicles in 2006 has decreased 26% than 2005. Accordingly, the declining sales caused returning vehicles to workshops for maintainance and repairs in 2006 turned down 8%. Under such situations, new customer acquisitions tend to be even harder, and thus, customer retension via re-purchases and/or re-visits, become critically important to automobile companies. In order to acquire knowledges of better practices in customer retensions, this research tried to apply concepts of customer equity originated from Rust, Zeithaml and Lemon in 2001, and conducted a case study of maintainance business for an automobile company. The analytical framework of this study has been based on three dimemsions of customer equity (Rust et.al, 2001): value equity, brand equity and relationship equity, and extended to six value activitie variables of maintainance workshop, i.e., service quality, price, convenience, promotion, service employee, and physical service environment. 142 valid samples were collected out of 1211 sent out inquiries. After SPSS 13.0 analysis, the results shown are as follows: 1、Some value activities do influence on value equity, and shown in the strength sequence of service employee, service quality, physical service environment and prices. As for value activities influencing on brand equity, the strength sequence shown is service employee, physical service environment, prices, promotion and service quality. Lastly, as for value activities influencing on relationship equity, the strength sequence shown is service employee, prices and promotion. 2、Moreover, this study shows that value equity has significant influences on premium payment. And, relationship equity has significant influences on continuing return. 3、Service employee and price activities have shown significant influences on value equity as well as relationship equity, which might imply that service employee and price activities could be taken into account as drivers for automobile maintainance and repair industries to increase their customer equity, return rates and revenues.

並列關鍵字

Value Activity ； Customer Equity ； Performance of Customer Retention

參考文獻

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