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研究生:洪子鑫
研究生(外文):Tzu Hsin Hung
論文名稱:汽車維修服務廠服務品質、知覺價值對顧顧客滿意度與顧客忠誠度之影響
論文名稱(外文):A Study of the Relationships among Service Quality, Perceived Value, Customer Satisfaction and Customer Loyalty in the Car Repair Service centers
指導教授:賴明材賴明材引用關係
指導教授(外文):Min Tasi Lai
學位類別:碩士
校院名稱:南台科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:108
中文關鍵詞:服務品質知覺價值顧客滿意度顧客忠誠度
外文關鍵詞:Service QualityPerceived ValueCustomer SatisfactionCustomer Loyalty
相關次數:
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汽車保養維修服務業,這個屬於進入障礙不高,具有技術性較複雜的專家型服務業特性,過去多以品牌原廠服務廠及傳統一般獨立汽修廠為這個市場的主要經營型態,然而經過多年來汽車產業結構性的轉變,市場除了一般獨立汽修廠外,汽車產業市場上也形成了連鎖加盟系統汽修廠與兩極化之極大型的原廠服務廠與極小型的個人汽修保養廠的經營型態,再則由於消費者,對於汽車保養修理相關資訊的獲取來源變得多樣與快速,網路的發達,也造成一些消費型態的改變,不管在價格及業者提供服務的比較,這些都是汽車維修服務業在經營上所需面對新的衝擊與挑戰。
本研究主要目的在於探討汽車維修服務業之服務品質、知覺價值、顧客滿意度與顧客忠誠度之關聯性研究,參考Parasuraman, Zeithaml & Berry(1988)提出的SERVQUAL量表測量服務品質、知覺價值,並由受訪者自我評估對於汽車維修服務業之顧客滿意度及顧客忠誠度。本研究利用問卷方式調查法,以台北縣市地區汽車維修服務廠之保養、維修的車主或駕駛人顧客為研究對象,取得440份有效樣本。
本研究主要運用描述性統計、差異性分析、相關分析及迴歸分析等統計分析方法,並採SPSS統計軟體為統計分析工具,主要研究結果如下:
一、 不同汽車維修服務廠顧客不同屬性之服務品質、知覺價值、顧客滿意度 與顧客忠誠度的認知有顯著差異。
二、 服務品質、知覺價值、顧客滿意度、顧客忠誠度等變項間有顯著的相關。
三、 服務品質、知覺價值對顧客滿意度與顧客忠誠度有顯著的影響。
本研究由分析彙整後獲得之結果,作成結論提供相關汽車維修服務業實務參考以及未來研究建議。

關鍵字:服務品質、知覺價值、顧客滿意度、顧客忠誠度
Getting into the car repair and maintenance industry is not a difficulty; however, the characters of technical, complicated, and professional services are needed. In the past, the manufacturer service and private-owned auto repair centers dominates the industry. Nevertheless, through years’ evolution of the market structure, the new types of the running style are starting to emerge: franchised repair centers, extremely large-scaled manufacturer service centers and extremely small-scaled garages. What’s more, due to the convenience of the Internet, customers can easily get a variety of information about auto repair and maintenance; in certain extent, it changes the consuming style. Consumers can knows clearly of the prices and the services provided by the practitioners, and they get to compare and choose; things like these are the new impacts and challenges that the car repair service runners need to confront.
The main purpose of this research is to investigate the relationships, of the car repair industry, among Service Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty. Referring to the “SERVQUAL” service quality framework developed by Parasuraman, Zeithaml, and Berry(1988), the research uses it to estimate the service quality and perceived value. Then, the respondents have to do a self-evaluation toward the Customer Satisfaction and Customer Loyalty of the car repair service industry. Questionnaires are used in this research, and the targets are the car owners or the consumers of the car repairs centers in the Taipei City and Taipei County; 440 effective samples are received.
This research mainly utilizes the methods of Statistical Analysis, Descriptive Statistics, Difference Analysis, Correlation Analysis, and Regression Analysis. At the same time, the SPSS statistics software is used as the statistical analysis tool, and the main findings are as follows:
I. Car repair centers of different orientations of the Service Quality and Perceived Value show significant differences in the cognizance of Customer Satisfaction and Customer Loyalty.
II. The variables of Service Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty are significantly correlated.
III. The Service Quality and Perceived Value have significant impacts on the Customer Satisfaction and Customer Loyalty.
This research is the results of analysis and compilation, and the conclusion could be the references and advice for car repair related industries.
Keywords: Service Quality、Perceived Value、Customer Satisfaction、Customer Loyalty
目 次
博碩士論文授權書........................................... I
摘要..................................................... II
ABSTRACT.................................................III
誌謝..................................................... IV
目次...................................................... V
表目錄...................................................VIII
圖目錄.................................................... X
第一章 緒論.................................................1
第一節 研究背景與動機......................................1
第二節 研究目的...........................................2
第三節 研究範圍與象........................................3
第四節 研究流程.......................................... 3
第二章 文獻探討.............................................5
第一節 汽車維修服務廠簡介..................................5
第二節 服務品質...........................................7
第三節知覺價值...........................................18
第四節 顧客滿意度........................................22
第五節 顧客忠誠度........................................27
第六節 各研究變項之關聯性探討..............................31
第三章 研究方法............................................41
第一節 研究架構..........................................41
第二節 研究假設..........................................42
第三節 研究變項操作性定義與問卷設計........................44
第四節 研究樣本與抽象設計.................................48
第五節 統計方法..........................................49
第四章 研究結果分析........................................52
第一節 信度分析............................................52
第二節 描述性統計分析.......................................53
第三節 差異性分析..........................................56
第四節 相關分析............................................62
第五節 迴歸分析............................................67
第五章 結論與建議..........................................75
第一節研究結果與討論.......................................75
第二節未來研究之建議.......................................77
第三節研究限制............................................80
參考文獻.................................................81
附錄:問卷.............................................. 93
表目錄
表2.1 國內外學者對服務品質的定義................... 9
表2.2 五個構面與原始十個構面之關係................. 16
表2.3 知覺價值的定義............................. 19
表2.4 國內外學者對於顧客滿意度的定義............... 22
表2.5 顧客滿意度的構面意義........................ 24
表2.6 顧客忠誠度定義之彙整表...................... 28
表2.7 顧客忠誠度的衡量構面........................ 30
表3.1 本研究變項及其問卷包含部分................... 41
表3.2 服務品質之問項............................. 45
表3.3 知覺價值之問項............................. 46
表3.4 顧客滿意度之問項........................... 47
表3.5 顧客忠誠度之問項........................... 48
表3.6 問卷發放回收彙整表......................... 49
表4.1 問卷信度分析彙整表......................... 52
表4.2 樣本基本資料次數分配表..................... 53
表4.3 服務品質之描述性統計分析表.................. 55
表4.4 知覺價值之描述性統計分析表.................. 55
表4.5 顧客滿意度之描述性統計分析表................ 56
表4.6 顧客忠誠度之描述性統計分析表................ 56
表4.7 不同性別對各構面之差異性分析表.............. 57
表4.8 不同年齡別對各構面之差異性分析表............ 59
表4.9 不同職業別對各構面之差異性分析表............ 60
表4.10 不同家庭平均收入別對各構面之差異性分析表.....61
表4.11 服務品質與顧客滿意度之相關分析表........... 63
表4.12 服務品質與顧客忠誠度之相關分析表........... 64
表4.13 知覺價值與顧客滿意度之相關分析表............65
表4.14 知覺價值與顧客忠誠度之相關分析............. 65
表4.15 顧客滿意度與顧客忠誠度之相關分析表......... 66
表4.16 各研究變項大構面相關分析總表.............. 66
表4.17 服務品質對知覺價值之迴歸分析表. .......... 68
表4.18 服務品質對顧客滿意度之迴歸分析表.......... 69
表4.19 服務品質對顧客忠誠度之迴歸分析表.......... 70
表4.20 知覺價值對顧客滿意度之迴歸分析表...........71
表4.21 知覺價值對顧客忠誠度之迴歸分析表.......... 72
表4.22 顧客滿意度對顧客忠誠度之迴歸分析表........ 73
表4.23 各變項對顧客忠誠度之迴歸分析表........... 74
表5.1 研究假設驗證與實證結果一覽表.............. 75
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48.林子珅(2008),運用結構方程模式探討服務品質對顧客滿意度與顧客忠誠度之研究:以臺北縣某信用合作社為例,真理大學管理科學研究所碩士論文。
49.李紋玲(2008),網路書店服務品質對滿意度及購買意願之關係-以台北市網路書店為例,大同大學事業經營學系碩士論文。
50.洪富雄(2008),體驗行銷、顧客滿意度、顧客忠誠度關係之實證研究-產品涉入之中介與干擾效果,大葉大學管理學院碩士在職專班碩士論文。
51.朱啟祥(2009),汽車品牌形象與中古車之知覺風險、知覺品質及知覺價值對購買意願關係之探討,育達商業技術學院企業管理所碩士論文。
52.黃猷翔(2009),汽車長期租賃之服務品質與再續約意願影響研究-以某公司客群為例,大同大學資訊經營學系碩士論文。
53.楊緒永(2009),品牌形象、知覺價值、口碑、產品知識與購買意願之研究-以手機為例,南華大學企業管理系管理科學碩博士班碩士論文。
54.李定強(2009),國際運動品牌企業形象與購買行為、顧客滿意度及顧客忠誠度之分析,大葉大學國際企業管理學系碩士在職專班碩士論文。
55.陳奕升(2009),行動電信業者服務品質、顧客滿意度與顧客忠誠度之比較-以中華電信與台灣大哥大為例,中華大學經營管理研究所碩士論文。
56.莫娟娟(2009),服務業員工情緒表達與顧客滿意度及忠誠度之研究-以美髮產業為例,國立東華大學高階經營管理碩士在職專班碩士論文。
57.柯家瑞(2009),企業形象、服務品質與顧客滿意對顧客忠誠度之影響研究-以中部地區3C通路為例,大葉大學工學院碩士在職專班碩士論文。
58.蕭振宏(2009),有線電視系統業者服務品質與顧客滿意度、忠誠度之關聯性研究-以台中市群健有線電視為例,私立佛光大學傳播學系碩士論文。
59.張麗娟(2009),中醫復健科顧客忠誠度之研究,亞洲大學經營管理學系碩士在職專班碩士論文。
60.錢政平(2009),高階影像健檢之服務品質與顧客滿意度、忠誠度關聯性研究,臺灣大學醫療機構管理研究所碩士論文
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