臺灣博碩士論文加值系統

台灣在2001年11月13日正式加入國際世界貿易組織（World Trade Organization; WTO）更歷經了產業外移、信用緊縮、原物料高漲、油價攀高、世界金融海嘯風暴等影響，重型商用車經營市場的衰退，面臨極大的競爭壓力，在2012年1月1日起台灣柴油車實施環保第五期汙染排放標準，緊隨著2019年預定實施環保第六期汙染排放標準，同時中國大陸重型商用車也導入台灣，台灣重型商用車市場不再是日系主導，而是遭受多樣品牌的競爭，各汽車公司面臨極大的市場佔有率壓力。近年來網路資訊的發達，使得消費意識抬頭迅速，整體重型商用車市場透明化的競爭變得更激烈且複雜，台灣腹地小，重型商用車市場相較其他國家，市場規模也相對較小、品牌車種一多，價格的廝殺、配套促銷活動多元化。重型商用車業者經營重心由先前的新車銷售轉變為較不受景氣影響且獲利問定的售後服務，原本經營上就相當艱困，如何在這微利的市場裡如何滿足顧客多元需求，又掌握競爭優勢，創造更高的獲利，如何提升顧客滿意度，不僅拓展售後服務的營收增加營運的利潤，進而達到顧客滿意度強化品牌忠誠度，提高消費者再購意願。各汽車公司要如何面對這樣的挑戰？本研究將著重於國內重型商用車經銷商在這議題上的對應之道，希望提供重型商用車廠商有學術依據的參考價值。

Taiwan officially joined the World Trade Organization (WTO) on November 13, 2001. It has experienced industrial outflows, credit crunches, high raw material prices, high oil prices, and global financial tsunami storms. Because of the reasons, heavy-duty commercial vehicle market has faced the recession and competition pressure. The situation is even worse when Taiwan implemented the fifth phase of environmental pollution discharge standards to diesel vehicles on January 1, 2012, followed by the implementation of the sixth phase of the environmental pollution discharge standards in 2019, as well as China’s import to Taiwan. Taiwan’s heavy-duty commercial vehicle market is no longer dominated by the Japanese, but it is subject to competition from various brands, and each auto company is facing great market share pressure. In recent years, the development of network information has led to a rapid rise in consumer awareness, and the overall competition in the market for transparent commercial vehicles has become more intense and complex. Taiwan is a small island, so the market for heavy-duty commercial vehicles is relatively small, compared to other countries. Consequently, once more brand cars, more competition in price, and more promotional activities. The focus of heavy-duty commercial vehicle dealers has changed from the new car sales to after-sales services that are less affected by the economy and profitability. This operation is basically difficult, so how the dealers meet the diverse needs of customers in this low-profit market, how they control and win the competition, create higher profits, improve customers’ satisfaction to benefits the company and enhance customers’ loyalty and purchase intention are become important issues. This study focused on these issues for domestic heavy-duty commercial vehicle dealers and hopes to provide empirical and practical suggestions for heavy-duty commercial vehicle dealers and manufacturers.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
1. 緒論 1
1.1 問題背景與動機 1
1.2 研究目的 2
1.3 研究範圍與限制 2
1.3.1 研究範圍 2
1.3.2 研究限制 2
1.4 名詞解釋 2
2. 文獻探討 4
2.1 顧客滿意度 4
2.1.1 顧客滿意度定義 4
2.1.2 顧客滿意度的衡量構面 5
2.1.3 產品面的顧客滿意 6
2.2 服務面的顧客滿意 8
2.2.1 服務品質的特性 8
2.2.2 服務品質之衡量構面 9
2.2.3 長期整體性評估 11
2.3 汽車業實務界的相關應用 13
2.4 品牌忠誠度 15
2.4.1 品牌忠誠的定義 15
2.5 再購意願 18
2.6 各研究變項間關係之探討 18
2.6.1 顧客滿意度與品牌忠誠度 18
2.6.2 品牌忠誠度與再購意願關係 19
2.6.3 顧客滿意度與再購意願 20
3. 研究方法 22
3.1 研究架構 22
3.2 研究假設 22
3.3 衡量變項 23
3.3.1 顧客滿意度 23
3.3.2 品牌忠誠度 24
3.3.3 再購意願 24
3.4 抽樣與衡量工具 24
3.4.1 研究對象與樣本發放 24
3.4.2 問卷設計與內容 25
3.5 資料分析方法 28
3.5.1 資料分析方法 28
4. 資料分析 30
4.1 描述性統計分析 30
4.2 信度與效度分析 32
4.3 因素分析 32
4.4 差異分析 33
4.4.1 獨立樣本t檢定 33
4.4.2 單因子變異數分析 34
4.5 相關分析 38
4.6 迴歸分析 39
4.6.1 以品牌忠誠度為應變項之迴歸分析 39
4.6.2 以再購意願為應變項之迴歸分析 40
4.6.3 以品牌的忠誠度為中介變項之迴歸分析 40
5. 結論 43
5.1 研究結論 43
5.1.1 顧客滿意度 43
5.1.2 品牌忠誠度 44
5.1.3 再購意願 45
5.1.4 顧客滿意度與品牌忠誠度之關聯性 45
5.2 研究假設驗證果 45
5.3 建議 46
5.3.1 產品品質 46
5.3.2 服務品質 46
5.3.3 人員素質及服務品質 46
5.3.4 顧客滿意度和再購意願與口碑推薦 46
參考文獻 47
附錄 51

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