顧客對汽車維修滿意度之影響因素研究

The empirical study of the influence factors on customer satisfaction

鄭安定(An-Ting Cheng)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000773

摘要

汽車業存在著龐大的售後服務市場。因此，如何在顧客的滿意度下建立企業的經營利基，是業者一直努力的目標。服務是一種無形的產品，如何將其對顧客影響度呈現出來是本研究之目的。因此，本研究之動機及目的是希望透過對服務廠如何提高服務品質建立顧客忠誠度，創造營業利益；同時探討顧客在不同涉入情況下，對於不同維修項目、使用時間及性別等因素下，對於顧客滿意度的影響程度。

本研究以M牌轎車為對象，以直營服務廠回廠客戶作為研究對象進行問卷調查，資料回收後利用SPSS統計軟體進行相關分析。本研究分析結果如下：顧客對於服務品質滿意度越高，表現在重複回廠、介紹親友回廠、重覆購買同品牌車輛等顧客忠誠度項目意願越高；性別對服務品質滿意度與顧客忠誠度之干擾分析結果，在重複回廠、重覆購買同品牌車輛會產生部份干擾；使用時間，對服務品質滿意度與顧客忠誠度不會產生干擾結果：維修項目對服務品質滿意度與顧客忠誠度之干擾分析結果，在介紹親友回廠上產生部份干擾；涉入因素中之收集相關維修資訊，對服務品質滿意度與顧客忠誠度之干擾分析結果，在介紹親友回廠、重覆購買同品牌車輛會產生部份干擾；涉入因素中之關心車輛基本構造功能，對服務品質滿意度與顧客忠誠度之干擾分析結果，在重覆購買同品牌車輛會產生部份干擾；涉入因素中之具備車輛專業知識，對服務品質滿意度與顧客忠誠度之干擾分析結果，在介紹親友回廠會產生部份干擾。

本研究因為研究對象只限於對單一品牌之回廠顧客做調查，因此會有不足之處，希望後續對此方面研究有興趣者，可以繼續深入探討。

關鍵字

服務品質 ； 顧客忠誠度 ； 顧客滿意度

並列摘要

There exists a huge market on after-sales service in the automotive industry. Consequently, how we establish an enterprise's business niche as well as meet customers' satisfaction are our goals to strive for in the industry. Service is indeed an intangible product; this study is aimed to present the influence over customers. Therefore, the motive and purpose of this study is to enhance the service quality through the service center and build up customer loyalty, and create business befits. This study also explores influences over customer satisfaction in different situations in view of customers' involvement versus different maintenance items, and the use of time and genders and some factors.

This study would take Brand M sedans in a direct service centers well as the customers returning the center for service as subjects for questionnaires. After the feedback data were collected, SPSS statistical software was used to analyze the data. The findings of the study have shown: the higher customers' satisfaction to service quality, the higher customers' willingness for repeatedly going back to the service center; such returned customers would recommend relatives do the same, and buy the same brand of car to show their fidelity. At the aspect of gender to service quality satisfaction and customers' fidelity, the Interference analysis revealed that there were partial interference in terms of repeatedly return the center, repeatedly purchase a same brand vehicle; In the use of time, satisfaction to service quality and customers' fidelity would not produce interference result: At the aspect of maintenance items versus satisfaction to service quality and customers' fidelity, there would be partial interference on recommending relatives and friends return the service center; in the involvement factor, relevant maintenance information were collected, at the aspect of satisfaction to service quality and customers' fidelity, the interference analysis showed that there were partial interference on recommending their relatives and friends go back to the service center, and repeatedly purchase same brand vehicles. In the factors involved, people may pay attention to the basic structure and function of vehicle; at the aspect of satisfaction to service quality and customers' fidelity, the Interference analysis revealed that there were partial interference on repeat purchases of same brand of vehicles; in the factors involved, at the aspect of professional knowledge on vehicles versus satisfaction to quality service and customers' fidelity, the interference analysis showed that there were partial interference on recommending relatives and friends go back to the center for service.

This study focused on a single brand as research subject in view of service returned customers.
It may thus not be comprehensive enough, therefore, in a hope that future researchers who are interested in this field may continue conducting an in-depth study.

並列關鍵字

customer loyalty ； service quality ； customer satisfaction

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