面對市場結構變遷及消費者意識抬頭之影響，汽車維修服務顧客滿意度已然成為臺灣地區高級進口汽車售後服務產業之重要營運指標。本研究以修正之Zeithaml and Bitner 顧客知覺品質與顧客滿意(Customer perceptions of quality and customer satisfaction)關係架構模型，利用Panel迴歸式及多元標準計分模式，建立一套維修服務顧客滿意度之評估準則。在進行多元標準計分模式分析時，評估構面的選取及其各構面權數的比重，對於評估結果有決定性的影響。本研究首先從文獻探討決定出顧客能切身體驗感受的三大類、七項評估構面所定義評估準則；再將個案公司現有的顧客滿意度調查之七項評估構面(預約及接待/在廠經歷/服務專員/服務交達/服務品質/服務便利/問題經歷)( Service Initiation/ In-Service Experience/ Service Advisor/ Service Delivery/ Service Quality/ User friendly service/ Problems Experienced)共35條計分之評估準則，依各問項操作性定義屬性對應轉換成修正ZB模型之服務品質(有形性/可靠性/反應力/保證性/關懷性)、產品品質、價格等同樣為35條七項評估構面之對應；然後把個案公司全省28家廠在2007年第一季至第四季的對應修正ZB模型七項評估構面之得分資料，以固定效果沒有限制的Panel迴歸式，從而計算出修正ZB模型七項評估構面對整體顧客滿意度的彈性。進一步將該得分資料，以固定效果的有限制的Panel迴歸式，可推演出修正ZB模型七項評估構面對顧客滿意度的各個新權數，由此更得以多元標準計分模式計算出代表修正ZB模型之各評估構面的成績及代表顧客滿意度的加權合計分數；得以評估比較個別汽車維修服務廠的個別顧客滿意度；從而得知各構面最佳表現標竿分數，以及個別服務廠落後標竿的努力項目及差距。經由實證分析結果，得知汽車維修服務顧客滿意度評估項目及其重要性依序為：產品品質、反應性、可靠性、關懷性、保證性、有形性、價格。研究發現個別服務廠應針對加權成績落後標竿差距最多的構面、透過重點資源重新分配及加強監控等管理手段，可以快速有效看到改善成效。此研究成果可運用在個案公司現有經營之具體努力方向。

The CSI (customer satisfaction index) of the automobile after-sales service has already become an important indicator in the imported advanced automobile after-sales service industry in Taiwan under the influence of the market structural transition and the growing consumer consciousness,. This research adopta the modified customer perceptions of quality and customer satisfaction model by Zeithaml and Bitner, and builts an assessment method of the automobile after-sales service customer satisfaction through the Panel Regression as well as the Multicriteria Scoring Model. In the processing of the Multicriteria Scoring Model analysis, the deciding of each evaluation factors and their individual weight ratio are crucial to the assessment of results. This research starts from the literature review to decide the assessment factors that customers can perceive. Then convert the existing CSI factors ( Service Initiation/ In-Service Experience/ Service Advisor/ Service Delivery/ Service Quality/ User friendly service/ Problems Experienced) of the case company to the modified Zeithaml and Bitner model factors (Tangible /Reliability /Responsiveness /Assurance /Empathy /Product Quality /Price) according to the operational definition of each questions. Then all 28 workshop CSI score data of the 4 quarters in 2007 are converted in the form of the modified Zeithaml and Bitner model that can produce the flexibility of the Zeithaml and Bitner model 7 factors to overall CSI from the fixed-effect un-restricted Panel regression. In addition, the same converted data can also produce the new weights of the Zeithaml and Bitner model 7 factors to estimate CSI from the fixed effect restricted Panel regression. The afterward combination with the Multicriteria Scoring Model can bring out a clearer view on the weighted scores of each factors as well as their summary that facilitate the assessment of each individual workshop from the benchmark. This study concludes that the assessment factors and their importance sequence for the CSI of the automobile after-sales service of the case company are Product Quality, Responsiveness, Reliability, Empathy, Assurance, Tangible and Price. For best remedial result, individual workshop should focus on the factors that their weighted score deviated from the benchmark most. Action can be taken on key resource redistribution, intensive monitoring & close-loop control, which can always be applied to improve the daily operation.

第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 1
第三節 研究對象與範圍 2
第四節 研究流程 2
第二章 文獻探討 4
第一節 品質的相關文獻 4
第二節 服務品質的相關文獻 5
第三節 產品品質的相關文獻 9
第四節 價格的相關文獻 13
第五節 顧客滿意度的相關文獻 13
第六節 Panel迴歸式的相關文獻 16
第七節 多元標準計分模式的相關文獻 18
第三章 研究方法 19
第一節 研究架構 19
第二節 研究變數與操作性定義 19
第三節 Panel 迴歸式 22
第四節 多元標準計分模式(The Multicriteria Scoring Model) 24
第四章 實證研究分析 25
第一節 個案公司簡介 25
第二節 個案公司現有顧客滿意度分析 25
第三節 個案公司的整體滿意度分析 32
第四節 個案公司以修正ZB模型衡量之個別顧客滿意度分析 33
第五節 個案公司現有顧客滿意度分析與以修正ZB模型衡量之顧客滿意度分析的比較 41
第五章 結論與建議 45
第一節 研究結論 45
第二節 策略意涵 47
第三節 研究建議 48
參考文獻 50
附錄 54
表2- 1品質的定義 5
表2- 2服務品質的定義 6
表2- 3各相關研究服務品質衡量構面 9
表2- 4各相關研究對顧客滿意度之定義 15
表3- 1研究變數與操作性定義 20
表4- 1 J.D. Power 顧客滿意因素結構權重表 27
表4- 2沒有限制的Panel迴歸式結果 32
表4- 3整體顧客滿意度對服務品質、產品品質及價格的彈性 33
表4- 4有限制的Panel迴歸式結果 34
表4- 5服務品質(有形性/可靠性/反應力/保證性/關懷性)、產品品質、價格的權數 34
表4- 6 JDP權數與Panel迴歸權數差異之比較 37
表4- 7 2007年修正ZB模型以Panel迴歸權數計算之各評估構面，HT及FY兩廠與標竿分數差距之排序 41
表4- 8 2007年JD Power各評估構面，HT及FY兩廠與標竿分數差距之排序 41
表4- 9現有JD Power顧客滿意度分析構面與以修正ZB模型衡量之顧客滿意度分析的各評估構面之對照表 43
附表1有限制的固定效果Panel 迴歸式結果 54
附表2沒有限制的固定效果Panel 迴歸式結果 55
圖1- 1研究流程 3
圖2- 1 P.Z.B 之服務品質落差模型 7
圖2- 2 P.Z.B 感受服務品質的決定因素 8
圖2- 3顧客滿意理論觀念性架構 14
圖2- 4顧客知覺品質與顧客滿意關係 16
圖3- 1研究架構 19
圖4- 1因素結構及權重比率 26
圖4- 2 Power各評估構面在亞洲各市場之權重差異 29
圖4- 3 2007年J.D. Power式顧客滿意度 30
圖4- 4 2007年 CSI與各評估構面未加權分數 31
圖4- 5 2007年 CSI與各評估構面加權排序分數 32
圖4- 6 2007年修正ZB模型衡量之未加權各評估構面分數 35
圖4- 7 2007年修正ZB模型之JD Power加權的各評估構面分數 36
圖4- 8 2007年修正ZB模型以Panel迴歸估算的各項權數之各評估構面分數 37
圖4- 9 2007年第一季至第四季HT廠依修正ZB模型之Panel迴歸權數的各評估構面分數 38
圖4- 10 2007年第一季至第四季FY廠依修正ZB模型之Panel迴歸權數的各評估構面分數 39
圖4- 11 HT & FY 廠 2007 Q3 ZB 加權CSI雷達圖 40

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