以情境理論探討顧客在保固期後再回原廠消費之意願─以B公司為例

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：19

、訪客IP：18.117.111.1

姓名

鄭才明(Tsai-Ming Cheng) 查詢紙本館藏

畢業系所

高階主管企管碩士班

論文名稱

以情境理論探討顧客在保固期後再回原廠消費之意願─以B公司為例

相關論文

★ ERP樣版導入方法論之個案研究	★ Talent Management Using Characteristics Model of RPG
★ 企業接班模式之探討—以G公司為例	★ 影響消費者透過行動美妝軟體購買美妝品之關鍵因素研究－使用AHP方法
★ 客製化產品成本導入ERP之計算架構-以A公司製造自動化設備為例	★ 應用中介系統改善企業流程-以S公司為例
★ 結合群眾智慧與基本面應用於上市公司投資策略之研究	★ 共享服務中心外包衍伸問題之探討-以M跟S集團在台分公司為例
★ 保險業於大數據時代導入 SAP HANA 之關鍵成功因素 - 以 N公司為例	★ 以八階段分析法進行談判策略之個案研究
★ 以AHP法研究企業評選顧問公司之準則	★ B2B拍賣網上結標價和結標時間的預測
★ 應用啟發式演算法挖掘與表示商業流程的碳排量屬性	★ ERP為基準碳足跡計算之觀念性架構發展
★ 作業基礎制碳足跡方法-以作業制成本法為基礎發展產品碳足跡計算之方法	★ 不同顆粒度流程一致化之研究

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

依據交通部公路總局統計查詢網，到111年12月為止，全國自用小客車登記數量達到7,210,327輛 (交通部公路總局統計查詢網, 2023)。以同時期全國總人口23,264,640人為基礎 (內政部戶政司, 2023)，平均每3人擁有1輛自用小客車。雖然這個數值不是全球最高，但在相對較小的土地面積內，這樣的車輛密度也算驚人，同時也代表了其衍生出來龐大的汽車保修市場商機。可預期的是市場上的汽車服務廠會如雨後春筍般湧現，爭相分食這個市場。因此，這樣高密度的汽車擁有量，除了展現出我國的經濟活力，也讓汽車相關產業蓬勃發展。
汽車企業通常從兩個部分獲得主要收益，一部分是新車銷售所獲取的利潤，另一部分則是售後服務保修的獲利。在我國的汽車品牌代理商或經銷商也以類似模式賺取獲利，其中售後服務保修佔了大部分的毛利。因此，近年來各汽車經銷商紛紛積極投入售後服務保修市場，透過培訓技術精良的技術人員以及提升軟硬體水準，力求顧客滿意度的提升，從而增進顧客忠誠度，讓顧客留在自家企業持續消費。
然而，汽車保修市場並非只有原廠服務廠，還有眾多汽車服務廠。據中華民國統計資訊網提供的105年工業及商業普查資料顯示，全國有超過一萬七千家登記的汽車服務廠登記有案 (中華民國統計資訊網, 2023)。根據我國汽車維修市場的分布狀態，非原廠經營的服務廠佔了約66.7%，家數超過一萬一千家 (陳俊良, 2013)。這些非原廠經營的服務廠大多由個人經營或連鎖體系營運，規模較小且提供多元化的維修方式。它們之間的競爭相當激烈，競爭優勢主要集中在價格、反應迅速以及彈性和多元化的維修方案等方面。
本研究以情境理論 (Belk, 1975)中的實體環境(Physical Surrounding)、社交環境(Social Surrounding)、時間視角(Temporal Perspective)及任務定義 (Task Definition)作為構念，再分別以位置便利、員工同理心、等待時間短及維修可靠性做為四個構面，利用問卷調查的方式，以新車三年保固期內的顧客做為對象進行調查，探討顧客在保固期後再回原廠消費之意願。

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.

關鍵字(中)

★ 情境理論
★ 再消費意願
★ 汽車原廠服務廠

關鍵字(英)

★ Contextual theory
★ re-consumption intention
★ original car service plant

論文目次

第一章緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的 6
1.4 研究流程 6
第二章文獻探討 9
2.1 情境理論 9
2.2 再消費意願 11
2.3 服務品質 13
2.4 顧客滿意度 15
2.5 顧客忠誠度 16
2.6 保固的定義 19
2.7 汽車維修業 20
2.8 個案公司介紹 22
第三章研究設計與方法 27
3.1 研究架構 27
3.2 研究假設 28
3.3 研究方法 32
第四章研究結果與分析 35
4.1 敘述性統計分析 35
4.2 測量模型 38
4.3 結構模型 43
第五章結論與建議 45
5.1 研究結論 45
5.2 研究建議 49
5.3 研究限制 51
參考文獻 52
附錄 58

參考文獻

中文文獻：
中文百科，服務（社會學名詞）。Retrieved from https://www.newton.com.tw/wiki/%E6%9C%8D%E5%8B%99
中華民國內政部戶政司全球資訊網. (2023). 人口統計資料. Retrieved from https://www.ris.gov.tw/app/portal/346
中華民國交通部公路總局. (2023). 統計查詢網. Retrieved from https://stat.thb.gov.tw/hb01/webMain.aspx?sys=100&funid=defjsp
中華民國統計資訊網. (2023). 105年工業及服務業普查行業別統計表. Retrieved from https://www.stat.gov.tw/News_Content.aspx?n=2740&s=87950&Create=1&ccms_cs=1&state=1327FD6AD8DCDA52
台灣經貿網. (2022). 後疫情復甦來了！汽車維修市場掀起商業模式革新. Retrieved from https://info.taiwantrade.com/biznews/%E5%BE%8C%E7%96%AB%E6%83%85%E5%BE%A9%E7%94%A6%E4%BE%86%E4%BA%86-%E6%B1%BD%E8%BB%8A%E7%B6%AD%E4%BF%AE%E5%B8%82%E5%A0%B4%E6%8E%80%E8%B5%B7%E5%95%86%E6%A5%AD%E6%A8%A1%E5%BC%8F%E9%9D%A9%E6%96%B0-2493593.html
李蔚局（2007）。台灣汽車維修之產業研究與事業經營策略分析。﹝碩士論文。國立中央大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/4p7vf3。
陳元璞（2006）。新車保固期後車主再回原廠消費之意願研究。﹝碩士論文。中華大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/3b4xy4。
陳俊良. (2013). 102年度商業服務價值提升計畫. Retrieved from https://gcis.nat.gov.tw/F/t80049_p
陳萬得（2019）。服務品質認知與滿意度對顧客忠誠度影響之研究。﹝碩士論文。崑山科技大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/j77s64。
陳熙樞. (1999). 汽車修理業經營實務. 雅書堂文化.
曾光華. (2020). 服務業行銷與管理 : 品質提升與價值創造. 前程文化出版.
經理人. (2017). 你喜歡排隊嗎？掌握 5 個心理需求，讓顧客邊排邊微笑. Retrieved from https://www.managertoday.com.tw/articles/view/550
經理人. (2022). 穩住老顧客重要，還是吸引新客重要？行銷界的 3 個重要法則. Retrieved from https://www.managertoday.com.tw/articles/view/64445
經濟部商業司：「2022商業服務業年鑑」出版著眼ESG低碳與數位轉型·服務業產值首度突破12兆。2022年11月29日，Retrieved from https://gcis.nat.gov.tw/mainNew/publicContentAction.do?method=showPublic&pkGcisPublicContent=5619
葉亘純（2017）。消費者選擇汽車維修廠關鍵服務因素。﹝碩士論文。國立中正大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/bsrpsd。
蔡正勝、徐銘善、蘇桔良. (1997). 汽車修理保養業. 台北市:行政院勞委會職訓局.
蔡雲麗、許瓊棻、陳乃郁、蘇志文、張韶妤（2000）。行動通訊業之顧客轉換行為研究。國立屏東大學企業管理學系四技專題(90學年)，未出版。
懂車帝. (2021). 市場上科技含量最高的汽車是哪些？可能不是你想的那樣. Retrieved from https://www.dongchedi.com/article/6987941398658040351
鍾依政（2014）。汽車售後服務品質關鍵成功因素之探討。﹝碩士論文。國立臺北科技大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/459786。

英文文獻:
Anderson, & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science (Providence, R.I.), 12(2), 125–143.
Becker, Klein, K., & Wetzels, M. (2012). Hierarchical Latent Variable Models in PLS-SEM: Guidelines for Using Reflective-Formative Type Models. Long Range Planning, 45(5-6), 359–394.
Belk. (1975). Situational Variables and Consumer Behavior. The Journal of Consumer Research, 2(3), 157–164.
Berry, & Parasuraman, A. (1993). Building a new academic field—The case of services marketing. Journal of Retailing, 69(1), 13–60.
Bhote, K. R. (1996). Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability. New York (N.Y.): American Management Association.
Camacho, F., Anderson, R., Safrit, A., Jones, A. S., & Hoffmann, P. (2006). The relationship between patient’s perceived waiting time and office-based practice satisfaction. North Carolina medical journal, 67(6), 409-413.
Cardozo. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2(3), 244–249.
Casado Daz, & Ms Ruz, F. J. (2002). The consumer’s reaction to delays in service. International Journal of Service Industry Management, 13(2), 118–140.
Chenet, Tynan, C., & Money, A. (1999). Service Performance Gap: Re-evaluation and Redevelopment. Journal of Business Research, 46(2), 133–147.
Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.
Crosby P. B. (1979). Quality is free : the art of making quality certain. New York: McGraw-Hill.
Desatnick, R. L. (1988). Managing to keep the customer. Boston: Houghton Mifflin.
Dillon, W. R., & Goldstein, M. (1984). Multivariate analysis: Methods and applications. New York (N.Y.) : Wiley.
Engel J. F. Kollat D. T. & Blackwell R. D. (1968). Consumer behavior. Holt Rinehart and Winston.
Fisk, Brown, S. W., & Bitner, M. J. (1993). Tracking the evolution of the services marketing literature. Journal of Retailing, 69(1), 61–103.
Fornell. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6–21.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fornell, & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382–388.
Foxall, & M. Mirella Yani-de-Soriano. (2005). Situational influences on consumers’ attitude and behavior. Journal of Business Research, 58(4), 518–.
Gehrt, K.C., & Yan, R.T. (2004). Situational, consumer, and retailer factors affecting Internet, catalog, and store shopping. International Journal of Retail & Distribution Management, 32, 5-18.
Gerrit Antonides & Fred W. van Raaij: Consumer behaviour. A European perspective. (1999). Journal of Consumer Policy, 22(3), 375–392.
Hair, Joseph & Hult, G. Tomas M. & Ringle, Christian & Sarstedt, Marko. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hair, Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Hawkins D. I. & Coney K. A. (2003). Consumer Behavior: Building Marketing Strategy. NY: McGraw-Hill College.
He, Chen, Q., & Alden, D. L. (2012). Consumption in the public eye: The influence of social presence on service experience. Journal of Business Research, 65(3), 302–310.
Howard J. A. & Sheth J. N. (1969). The theory of buyer behavior. Wiley.
Huang, Liu, Z.-J., & Murthy, D. N. P. (2007). Optimal reliability, warranty and price for new products. IIE Transactions, 39(8), 819–827.
Izogo, & Ogba, I.-E. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. The International Journal of Quality & Reliability Management, 32(3), 250–269.
Jones, Mothersbaugh, D. L., & Beatty, S. E. (2003). The effects of locational convenience on customer repurchase intentions across service types. The Journal of Services Marketing, 17(7), 701–712.
Juran, Godfrey, A. B., & Juran, J. M. (Joseph M. . (1999). Juran’s quality handbook [electronic resource] / Joseph M. Juran, co-editor-in-chief, A. Blanton Godfrey, co-editor-in-chief ; Robert E. Hoogstoel, associate editor, Edward G. Schilling, associate editor. (5th ed.). McGraw Hill.
Juran. (1989). Universal Approach To Managing For Quality. Leadership Excellence, 6(5), 15–.
Kostecki. (1996). Waiting lines as a marketing issue. European Management Journal, 14(3), 295–303.
Kotler, P. (1999) Marketing Management: Analysis, Planning, Implementation and Control. 9th Edition, Prentice Hall College Inc.
Kotler P. (2002). Marketing management 11th ed.,Englewood Cliffs. New Jersey:Prentice-Hall. 。方世榮譯(2003)。《行銷學原理》。台北：東華。
Kotler P. (1997). Marketing (4th ed.). Prentice Hall.
Kotler P. & Keller K. L. (2016). Marketing management (15 Global). Pearson.
Maister, D. H. (1985). The Psychology of Waiting Lines. Lexington, MA:Lexington Books.
Oliver. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469.
Pan, & Siemens, J. C. (2011). The differential effects of retail density: An investigation of goods versus service settings. Journal of Business Research, 64(2), 105–112.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12-40.
Prus, & Brandt, D. R. (1995). Understanding your customers. American Demographics, 10–.
Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy?. MIT Sloan Management Review, 41(3), 79.
Selnes. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27(9), 19–35.
Sheu, McHaney, R., & Babbar, S. (2003). Service process design flexibility and customer waiting time. International Journal of Operations & Production Management, 23(8), 901–917.
Sirgy, Grewal, D., & Mangleburg, T. (2000). Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda. Journal of Business Research, 49(2), 127–138.
Taylor, S. (1994). Waiting for service: the relationship between delays and evaluations of service. Journal of marketing, 58(2), 56-69.
Tsiros, & Mittal, V. (2000). Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making. The Journal of Consumer Research, 26(4), 401–417.
Ward, Scott and Thomas S. Robertson. Consumer Behavior: Theoretical Sources, New York: Prentice Hall. 1973. (1973). Journal of Advertising, 2(2), 43–43.
Zeithaml, Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.

指導教授

許秉瑜

審核日期

2023-6-21

推文