- 學位論文
汽車售後服務品質關鍵成功因素之探討
The Key Success Factors of Industry Study Vehicles Aftersales Service Quality
摘要
近年來隨著我國汽車市場的快速發展與汽車銷售量的快速增長，由早期只純粹追求汽車品牌，到現在追求良好的售後服務品質的轉變，如今網路發達且資訊透明化和消費者的意識抬頭，汽車銷售除了車款本身外，其伴隨在後的維修保養體系，也成為消費者在選購車輛時會考量的原因素之一，汽車售後服務品質的高低，正成為影響汽車品牌提升的一個重要因素。在面對競爭激烈的車市，加上新興的連鎖保養廠，維持顧客忠誠度成為車廠相當重視的課題。車廠除了產品本身的銷售，還必須思考如何提供更佳的售後服務，以提高顧客滿意度，進而提升售後服務的品質。 本研究根據汽車售後服務廠，建構符合的服務品質的構面，探討影響汽車售後服務品質的重要性，係以層級分析法(AHP)透過問卷訪談多位產、學、研之專家，篩選出影響服務品質的關鍵成功因素，評估應用於實際面以作為未來建構服務廠之參考。 本研究之主要步驟程序如下： 一、蒐集國內外相關文獻資料，整理出影響售後服務品質的構面。 二、藉由層級分析法(AHP)問卷，透過汽車產業專家，以問卷方式蒐集影響汽車服務品質關鍵成功因素。 三、最後本研究根據研究結果分析與結論，提供對維修服務品質給售後服務業的建議，以期提升與改善服務品質能有所幫助。 研究發現汽車服務品質關鍵成功因素就整體結果而言，有形化之主構面的權重值最高，其次的排序是可靠性、反應性、確保性、關懷性。另外，以整體的分析權重排序來看，次因素22項評估指標中，權重由高到低依序為履行對顧客所做的承諾、可靠且準時提供所承諾的服務、服務是可以被顧客所信賴、具現代化的硬體服務設備、迅速得到所需的服務等五項為汽車售後服務品質關鍵之成功因素。
並列摘要
Followed by the rapid development in the automotive industry and car sale growth, widespread use of internet, information transparency, and elevated consumer awareness, consumers have transformed from pursuing brands to obtaining quality aftersales services. Besides the vehicle itself, the aftersales service quality has become one of the factors to consider, when consumers make vehicle purchase decision. The quality of the aftersales service has become a significant element on brand promotion in the automotive industry. With fierce auto sales competition and newly developed chain workshops, maintaining customer loyalty has become one of the top priorities for automotive companies. For automotive companies, besides auto sales, they must consider providing better aftersales service to raise customer satisfaction, and ultimately enhance the quality of aftersales service. This research is based on the operations at automotive aftersales workshops, to form the appropriate service quality structure, and discuss the importance of automotive aftersales quality. AHP method has been applied via surveys generated from several experts at production, development fields to find out the key factors that influence the service quality, and will be evaluated whether it should be used as references when developing new workshops in the future. Main steps are as the following: 1. To collect related data nationally and from other countries, and analyze factors that would affect the quality for aftersales service. 2. Utilizing AHP Survey, through automotive industry experts, to collect key factors that affect the success of automotive service quality. 3. Based on the analyzed results and comments from this research, to provide aftersales industry with suggestions on repair service quality, hoping to enhance and improve its service quality. Based on research and overall results, the tangible elements are the most important factors to succeed for service quality in the auto industry, in sequence are reliability, reactivity, assurance, and care. Also, from the overall perspective based on the sequence and the 22 sub-elements, the factors to succeed for service quality in the auto industry, the importance from high to low are the promises made to customers, reliable and provide service within promised time frame, customers have faith in the services provided, modern hardware service facility, and prompt services.