摘要(英) |
According to the Statistical Inquiry Website of the General Bureau of Highways, Ministry of Transportation and Communications, the number of registered passenger cars reached 7,210,327 as of December 111 (Statistical Inquiry Website of General Bureau of Highways, Ministry of Transportation and Communications, 2023). Based on the total population of 23,264,640 (Ministry of Interior, Department of Household Affairs, 2023), there was an average of one passenger car for every three people in the country during the same period. Although this value is not the highest in the world, it is an impressive density for a relatively small land area, and represents a huge market opportunity for car warranty. It is expected that the market will be flooded with auto service factories competing for a share of the market. Therefore, such a high density of car ownership not only demonstrates the country′s economic vitality, but also allows the auto-related industries to flourish.
Auto companies usually derive their main revenue from two sources: profits from new car sales and profits from after-sales service warranties. In China, car brand agents or dealers also earn profits in a similar way, with after-sales service warranty accounting for most of the gross profit. Therefore, in recent years, car dealers have been actively investing in the after-sales service warranty market by training skilled technicians and improving software and hardware standards in order to improve customer satisfaction, thereby increasing customer loyalty and keeping customers in their own companies.
However, the auto warranty market is not limited to original service companies, there are many other auto service companies. According to the 105-year Industrial and Commercial Census provided by the Statistical Information Website of the Republic of China (R.O.C.), there are more than 17,000 registered auto service shops in the country (R.O.C. Statistical Information Website, 2023). According to the distribution status of the auto repair market in China, the number of non-factory-operated service plants accounted for 66.7%, or more than 11,000 (Chen, 2013). Most of these non-factory service workshops are operated by individuals or chain systems, which are small in scale and offer a wide range of repair methods. Competition among them is fierce, and their competitive advantages are mainly in terms of price, responsiveness, and flexible and diverse repair solutions.
In this study, the Physical Surrounding, Social Surrounding, Temporal Perspective, and Task Definition of the Situational Theory (Belk, 1975) are used as the concepts. The survey was conducted by using questionnaires to investigate the customers′ willingness to return to the original factory after the warranty period, using the four dimensions of convenience, employee empathy, short waiting time and maintenance reliability. |
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