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研究生:陳曉旻
研究生(外文):Hsiao-Min Chen
論文名稱:應用網路分析法評估汽車產業之顧客滿意度-以裕隆汽車公司為例
論文名稱(外文):An Application of Analytic Network Process for Measuring Customer Satisfaction of Automotive Industry – A Case Study of Yulon Company
指導教授:林谷鴻林谷鴻引用關係
指導教授(外文):Gu-Hong Lin
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:工業工程與管理系
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:133
中文關鍵詞:網路分析法詮釋結構模式汽車產業顧客滿意度
外文關鍵詞:Analytic Network ProcessInterpretive Structural ModelingAutomobile IndustryCustomer Satisfaction
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原本屬於奢侈品的汽車,逐漸成為各戶人家的交通工具。由於,汽車產業市場不斷擴大,近幾年來汽車銷售量逐年提高。但如何在競爭激烈的汽車市場脫穎而出,掌握顧客的心,是汽車業者首要面對的挑戰。面對同業的競爭,如何找出汽車產業的關鍵要素來吸引顧客進而提升顧客滿意度,對於汽車產業業者來說是相當重要的。本研究經由文獻彙整與專家意見,利用網路分析法 (Analytic Network Process;ANP) 與詮釋結構模式 (Interpretive Structural Modeling;ISM) 做為評估的工具,找出汽車產業之顧客滿意度五個關鍵要素作為構面,分別是產品品質、價格因素、情境因素、企業形象、顧客服務,之後再分別建構出構面下的準則,最後利用網路分析法排序出要素的重要順序,使業者能不斷精益求精,提升競爭力。本研究的成果可為業者在提升汽車產業之顧客滿意度時提供參考依據。研究結果顯示,顧客服務構面對汽車產業之顧客滿意度來說最為重要,其次為產品品質和企業形象;準則前五名排名分別為服務態度、安全性、專業性和售後的持續關懷、外觀。
In recent year, luxury cars have become the useful transportations for every family. Due to the markets of the automobile industry are gradually expanding and the sales volume of cars increase every year recently. However, in order to stand out in the highly competitive markets of automobile, we should truly catch on to what the customers are needed indeed.
It is very important for the Automobile Industry company to find out the key elements to enhance the Automobile Industry services among the competitions from the competitors. By studying previous research and the experts, the Analytic Network Process (ANP) and Interpretive Structural Modeling(ISM) is one of it. and finds out five key elements of the Automobile industry customer satisfaction: product quality, Price, contextual factors,corporate image, and customer services. Then, we separately set up the principles of the elements. Finally, we use Analytic Network Process to sort the elements by their importance so that so that industry can continue to strive to enhance its competitiveness
According to the results of this study, the most important element of the Automobile industry customer satisfaction is customer service, and secondly, product quality and corporate image. The top five orders of the principles are Service Attitude, safety, profession, after sales service,product forms. The purpose of this study is to find out the key elements of the Automobile industry customer satisfaction, and sort the key elements by their importance. As the result, when the companies want to enhance the Automobile industry customer satisfaction, they can use the results as an important reference.
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 10
1.1研究背景與動機 10
1.2研究目的 11
1.3研究流程與架構 12
1.4研究範圍與對象 15
第二章 文獻探討 16
2.1汽車產業歷史發展 16
2.1.1 產業創始期 (1953~1958年) 16
2.1.2 市場初步開放期 (1959~1970年) 17
2.1.3 產業發展漸進期 (1971~1984年) 18
2.1.4 國際化時期 (1985~2001年) 19
2.2顧客滿意度之探討 21
2.2.1 顧客滿意度 21
2.2.2 顧客滿意度定義 23
2.3 產品品質之探討 27
2.3.1 產品品質定義與文獻整理 27
2.4 價格因素之探討 31
2.4.1 價格因素定義與文獻整理 31
2.5情境因素 34
2.5.1 情境因素定義與文獻整理 34
2.6 企業形象 38
2.6.1 企業形象定義與文獻整理 38
2.7 顧客服務之探討 42
2.7.1 顧客服務定義與文獻整理 42
第三章 研究設計 47
3.1層級分析法 47
3.2網路分析法 53
3.3層級分析法與網路分析法之比較 58
3.4詮釋結構模式(Interpretive Structural Modeling;ISM) 60
3.4.1 ISM與ANP結合之適用性 63
第四章 實例驗證 64
4.1個案公司介紹 65
第五章 結論與建議 83
附錄一 汽車產業顧客滿意度評選準則問卷 99
附錄二 汽車產業之顧客滿意度相互依存及回饋關係問卷 102
附錄三 網路分析法 (ANP) 專家問卷 104
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