受到國內車市不景氣以及油價攀升的影響,造成汽車產業整體產值呈現下滑趨勢,而與汽車銷售市場息息相關的汽車維修保養業者,開始重視提昇服務品質、顧客滿意度以維持公司的獲利率。然而加盟連鎖的汽車維修業於都市中快速興起,使得競爭日趨激烈,惟有提高顧客忠誠度會對公司實質的營收有明顯的影響,所以,如何留住好的顧客並提昇顧客忠誠度,實乃當前台灣汽車維修業者的重要議題,而若轉換障礙越高,顧客則愈能忠誠的留在原本服務業者,轉換障礙對顧客保留所扮演的角色漸漸受到重視,故為本研究欲探討的問題,期能給予業者建議。 本研究主要藉由問卷調查的方式,以汽車維修業的顧客為對象,探討服務品質、整體顧客滿意度、轉換障礙及顧客忠誠度之間的關係影響。資料分析的工具使用SPSS for Windows 12.0 統計軟體,資料分析的方法則利用相關分析及路徑分析來探討構面間的關聯性。此外,本研究還利用單因子變異數分析及Scheffe事後多重比較法分析來探討不同人口統計變項的顧客對服務品質、整體顧客滿意度、轉換障礙及顧客忠誠度是否有顯著差異。經實證調查後主要的發現有:1. 服務品質對顧客忠誠度有顯著影響;2. 服務品質對整體顧客滿意度有顯著影響;3. 轉換障礙對顧客忠誠度無顯著影響;4. 整體顧客滿意度對顧客忠誠度有顯著影響;5. 不同人口統計變項在服務品質、整體顧客滿意度、轉換障礙及顧客忠誠度有部分顯著差異存在。
Due to the impact of declining new vehicle sales in the domestic market and of rising oil prices, the overall production value of automotive industry has decreased. Because the car sales market is closely related to the automotive maintenance business, therefore, automotive maintenance companies are paying more attention to improve service quality and customer satisfaction in order to maintain company profitability. However, the franchising of automobile maintenance business in the city is rapidly emerging which makes the competition more and more intensive. How to retain good customers and improve customer loyalty has become an important issue in today’s automotive maintenance business in Taiwan. In addition, customers are more willing to remain in the original service provider if the switching barrier is high. Therefore, switching barrier has played an important role in customer retention. This is the reason why this study wants to explore this problem. This study uses the questionnaire method to investigate the relevance among service quality, customer satisfaction, switching barrier and customer loyalty of the automobile maintenance business. The SPSS for Windows 12.0 is used as tool for data analysis. The data analysis methods including correlation analysis and path analysis is used to examine the correlation between dimensions. Moreover, the ANOVA analysis and the Scheffe multiple comparison after analysis are used to investigate the differences in demographic variables on service quality, customer satisfaction, switching barriers, and customer loyalty. The main findings of this study are: 1. Service quality has a significant influence on customer loyalty; 2. Service quality has a significant influence on the overall customer satisfaction; 3. Switching barrier has no significant influence on customer loyalty; 4. Customer satisfaction has a significant influence on customer loyalty; 5. Some of demographic variables have a significant difference on service quality, customer satisfaction, switching barrier, and customer loyalty.
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