臺灣博碩士論文加值系統

Since the automotive industry is experiencing major changes. Emerging technologies and new entrants in the market are challenging traditional concepts and the "way we do things". the aim of this study is investigating the impact of sales experience, services experience on customer satisfaction at the Chevrolet authorized Dealerships in Vietnam. For conducting the search, this thesis applied empirical method and survey with 183 customers who have used the service from General Motors Vietnam (GMV). By using the principle component method for explorative factor analysis reality and validity were validated. The regressions are taken to examine the relationship among variables. The result indicates that sales experience, services experience have significant impact on customer satisfaction. However, the result also indicates two sub- factors is not predicted customers satisfaction, namely: Chevrolel and facilities dealerships and dealership and Service advisor. For fur the testing of order the important factor for customer satisfaction among the factor of GMV, this study used T-test for analysis the mean score of each factors. The result indicates that the Work carried out and experience factors is ranked first ; the second factor that affect on customer satisfaction is service advisor; coming as the third is Chevrolel and facilities dealerships; the fourth is sales consultant ; number five belong to financial and delivery process, and the lowest score is responsiveness.

CHAPTER 1. INTRODUCTION 1
1.1. Background of study 1
1.2 Overview of General Motors Viet Nam 2
1.2.1. General presentation 2
1.2.2 Authorized Dealerships 4
1.3. Objectives and research questions 5
1.4. Scope of the study 6
CHAPTER 2. LITTERATURE REVIEW 7
2.1 Fundamental concepts 7
2.1.1 Services 7
2.1.2. Service Quality 9
2.1.3 Customer Satisfaction 11
2.1.4 The Relationship among Service Quality and Customer Satisfaction 12
2.1.5 Sales Experience &; Service Experience 13
2.2. Model of satisfaction customer 14
2.2.1 American Customer Satisfaction Index (ACSI) 14
2.2.2 SERVQUAL Model 15
2.3. Research model: CSI Model of General Motors Vietnam 15
CHAPTER 3. METHODOLOGY 20
3.1 Introduction 20
3.2 Research design 20
3.2.1 Inductive and deductive approach 20
3.2.2 Quantitative and Qualitative approach 20
3.3. Questionnaire design 21
3.4 Sampling 24
3.5 Pilot Study 25
3.6. Data analysis 26
3.6.1. Reliability analysis 26
3.6.2. Exploratory factor analysis 26
3.6.3. Linear regression 27
Chapter 4 Results analysis 28
4.1. Respondents profile 28
4.2 Reliability analysis 30
4.3 Regression analysis 33
4.3.1 Sale experience and customer satisfaction 33
4.3.2 Service experience and customer satisfaction 35
Chapter 5 Conclusion and recommendations 39
5.1. Discussion 39
5.2 Conclusion 40
5.3. Recommendation 41
5.3.1. For Purchase and Delivery Satisfaction (PDS) 41
5.3.2. For service satisfaction 43
REFERENCES 45

1.Marketing Management, Philip Kotler - Northwestern University &; Kevin Lane Keller (2011) – Dartmouth College (14th edition)
2.F.A.Q, What do IQS, APEAL, CSI, SSI, and VDS stand for?These are acronyms for J.D. Power and Associates five key automotive studies that provide the data for this site at http://autos.jdpower.com
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