服務品質因子與客戶滿意度關係研究-以汽車保修廠服務為例

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姓名

詹永生(Yung-sheng Chan) 查詢紙本館藏

畢業系所

工業管理研究所在職專班

論文名稱

服務品質因子與客戶滿意度關係研究-以汽車保修廠服務為例
(Study on the relationship between Service quality elements and Customers satisfaction-Take a car maintaince factory for example)

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摘要(中)

國內經濟因受高油價及雙卡效應的影響，造成新車市場大幅衰退3成以上，因此台灣地區汽車策略重心已由「新車銷售市場」移轉到「售後服務市場」；在新顧客取得不易舊有客戶又流失的情形下，如何維持舊客戶的忠誠並建立品牌口碑促進銷售，「服務滿意」就成為了各汽車保修廠最積極投入的工作。但業者過份的投入各種顧客滿意的服務活動，真正獲得了顧客的認同嗎?這是本研究主要要探討的。
本研究以Parasuraman 、Zeithaml 及 Berry(1988)三位學者提出之「服務品質觀念性模式」深入探討各服務品質構成要素，分析顧客的服務期望與服務認知差距，進而瞭解顧客的真正需求與影響其滿意的背景；在統計分析上則運用描述性統計、效度分析、信度分析、t 檢定、變異數分析等進行研究及假設驗證。研究結果顯示顧客最重視的仍是汽車保修的本質，也就是「值得信賴的專業知識與技術能力」、「一次把車修好」。另外，因個案公司之歷史背景因素，對其保修廠整體外觀形象、人員儀容整潔等之「有形性」亦提出分析結論與建議，故透過本研究結論，可對相關業者在執行顧客滿意活動時提供有用的參考，並可因此讓業者與顧客間對服務品質的認知與期望差距縮小。

摘要(英)

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.

關鍵字(中)

★ 服務品質
★ 顧客滿意
★ 服務期望
★ 服務認知

關鍵字(英)

★ service quality
★ customer satisfaction
★ expected service
★ perceived service

論文目次

中文摘要 Ⅰ
英文摘要 Ⅱ
誌謝辭 Ⅲ
目錄 Ⅳ
圖目錄 Ⅵ
表目錄 Ⅶ
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究範圍與限制 3
1.4研究流程 3
第二章文獻探討 5
2.1服務的定義與特性 5
2.2服務品質 8
2.3服務品質的概念 9
2.4服務品質的衡量與理論 11
2.5服務品質衡量模式 16
2.6顧客滿意度 18
2.7滿意度的衡量 20
2.8服務品質與滿意之關係 22
第三章產業與個案公司概況及問題描述 23
3.1國內主要原廠售後服務顧客滿意的概況 23
3.2個案公司顧客滿意概況及問題描述 26
3.3個案公司服務品質問題描述 29
第四章研究方法 31
4.1研究架構 31
4.2研究假設 32
4.3研究變數與操作型定義 33
4.4問卷設計 34
4.5抽樣設計 36
4.6問卷之信度與效度分析 37
第五章資料分析 42
5.1樣本與變項之描述性統計分析 42
5.2對服務品質期望程度各因素之分析 45
5.3對服務品質認知程度各因素之分析 46
5.4服務品質期望程度與認知程度之差異分析 48
5.5顧客背景在服務品質期望程度與認知程度之差異分析 51
第六章結論 63
6.1研究結論 63
6.2研究假設檢定結果 65
6.3建議與限制 66
參考文獻 67
附錄一 70
附錄二 71

參考文獻

中文部分
[1]黃思敏，「運用 PZB 模型個案探討全面性顧客服務品質」，高苑技術學院，碩士論文，民國94年。
[2]李昭男，「服務品質及價格對滿意度與忠誠度之影響 ─以國產車原廠汽車服務廠為例」，大葉大學，碩士論文，民國91年
英文部分
[1]Juran, J. M., “A Universal Approach to Managing for Quality”, Quality Progress, Vol.12, pp. 19- 24, 1986.
[2]Kotler, P., 7th ed, Marketing Management Analysis, Planning, Implementation and Control, Prentice-Hall, New Jersey, 1991
[3] Parasuraman, A., Zeithaml, V. A. & Berry, L. L., “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, Vol. 49, pp. 41- 50, 1985
Parasuraman, A., Zeithaml, V. A. & Berry, L. L., ”SERVQUAL： A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Vol. 64, pp.12- 41, 1988.
[4]Parasuraman A., V. A. Zeithaml , and , L. L. Berry, “The Nature and Determinants of Customer Expectations of Service”, Journal of the Academy of Marketing Science, Vol. 21, No. 1, pp.1-12, Winter, 1993.
[5]Sasser, W. E., Olsen, R. P. & Wyckoff, D. D., Management of Service Operations, Allyn and Bacon, Boston, 1978.
[6]Crosby, Philip B., Quality is Free, Mc Graw-Hill, New York,1979.
[7]Juran, J.M. & Gryna, F.M., 2nd ed, Quality Planning and Analysis, McGraw-Hill, New York, 1980.
[8]Garvin, D. A., ”Quality on the Line”, Harvard Business Review, pp. 65- 75, September, 1983.
[9]Deming, W. E., Out of the Crisis, Cambridge University Press, 1986.
[10]Feigenbaum, A. V., “Quality’s Up, But Not Enough”, IndustryWeek, Vol. 238, pp. 38, 1989.
[11]Gronroos, Strategic Management and Marketing in the Service Sector, Marketing Science Institute, 1983.
[12]Gronroos, “From Marketing Mix to Relationship Marketing： Towards A Paradigm Shift in Marketing”, Management Decision, Vol. 32, pp. 4- 20, 1994.
[13]Howard, J.A and J.N Sheth, The Theory of Buyer Behavior, John Willey and Sons, 1969
[14]Oliver, R. L., “Measurement and Evaluation of Satisfaction Processes in Retail 130 Settings”, Journal of Retailing, Vol.57, pp. 25- 48, 1981.
[15]Engel, James F., R. D. Blackwell and Paul W. Miniard, 6th ed, Consumer behavior, The Dryden Press, 1990
[16]Kotler, P., 9th ed, Marketing Management Analysis, Planning, Implementation and Control, Prentice-Hall, New York, 1999.
[17]Cronin, J. J. & Taylor, S. A., “Measuring Service Quality： A Reexamination and Extension”, Journal of Marketing, Vol.56, pp. 55- 68, 1992.
[18]Brady, M. K., Robertson, C. J., & Cronin, J. J. Jr., “Managing behavioral intentions in diverse cultural environments： An investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers”, Journal of International Management, 7(2), pp 129-149, 2001.
[19]James A. Fitzsimmons & Mona J. .fitzsimmons, 5th ed, Service Management： Operations, Strategy, Information Technology, Mc Graw-Hill, New York, 2006.

指導教授

葉英傑(Ying-chieh Yeh)

審核日期

2008-6-30

推文