| dc.description.abstract | Owing to rising oil prices and the fact that most people hold more than one credit card in the domestic market, sales of new cars have fallen more than 30%. Therefore, the strategy of most car companies in Taiwan is changing from the “new car market” to the “after-sales market.” Moreover, every car company has become devoted to “Service Satisfaction” and has tried to both maintain the loyalty of old customers and establish their own brands. However, is it true that customers appreciate it when car companies put too much effort in various customers satisfaction activities? That is the focus of this study.
This study is based on the theory of “SERVQUAL” proposed by Parasuraman, Zeithaml and Berry (1988), and we are going to discuss each service quality element, analyze the differences between a customer’’s expectations and the perceived service, and further understand the real needs of a customer and the reasons affecting his/her satisfaction. In statistical analysis, we use descriptive statistics, validity analysis, reliability analysis, t-Test, and one-way ANOVA as methods to analyze and examine data. The result of this study shows that what a customer really cares about is the basic points of car maintenance – professional knowledge and technical skills. In addition, we propose conclusions and suggestions on the image and its tangible aspects (outfits of service personnel, for example) of the company in the case study on the basis of its history and background. In summary, we hope that this study can be a useful reference when related businesses are conducting their customer satisfaction activities. Furthermore, through this study, the differences between expected and perceived service quality can be reduced. | en_US |