臺灣博碩士論文加值系統

隨著資訊的發達與消費意識抬頭，消費者需求水準越趨嚴格，企業經營為因應此趨勢改變，將顧客視為重要的策略資源，如何增加或保有顧客數目，遂成為企業經營與穫利的重要指標；既經服務的顧客如何藉由服務品質與顧客認知價值的提升，並滿足其需求以提高滿意度，進而留住顧客取得競爭優勢，達到永續經營的目的。在臺灣的汽車六大品牌(TOYOTA、NISSAN、MITSUBISHI、FORD、MAZDA、HONDA)的競爭亦隨著顧客滿意度提升而變化。好的服務能給顧客滿意，反之，不好的服務將影響顧客再次回廠與再購意願，顧客滿意度與保養維修項目的關係又將是汽車服務廠的經營指標。
經研究發現顯示服務廠實際解決車輛的問題點，與重視員工對顧客尊重有禮貌態度深受顧客肯定。車主對汽車保修廠提供服務品質項目重要性認知，其平均值大多介于「重要」至「非常重要」之間，在教育程度、車主進廠保養維修的種類變項有顯著差異。車主對汽車保修廠提供服務品質項目滿意度認知，介于「滿意」至「非常滿意」之間，在年齡、教育程度、進廠保養維修的原因、進廠保養維修的時間、車主進廠保養維修的種類等變項較具有顯著差異。車主對於TOYOTA服務廠的整體滿意度介於「滿意」至「非常滿意」之間，教育程度對全體服務品質滿意度有顯著差異。整體而言，車主對再回原廠保修意願、推薦他人入廠意願、再購車意願，其平均值大多介于「可能會」至「一定會」之間，其中性別、婚姻狀況等變項對再回原廠保修意願有顯著差異，婚姻狀況對再購車意願有顯著差異，進廠保養維修的原因對推薦他人入廠意願有顯著差異。可確信是，本研究對汽車服務廠(或公司)的建議能提供汽車售後服務維修廠做為參考。

With easily accessible information and rising consumption awareness nowadays, consumers become more and more particular about products and services. Businesses therefore need to adapt according to the trend and treat customers as important strategic resources. For that reason, it is essential to increase or maintain the number of customers in terms of business management and profit making. In order to achieve business continuity, fulfilling customers’ needs and retaining customers by raising service quality and customers’ awareness of services become vital issues. The competition between six main automobile companies in Taiwan (Toyota, Nissan, Mitsubishi, Ford, Mazda, Honda) is deeply influenced by customers’ level of satisfaction as well. Good services attract customers, while bad services will have a detrimental effect on customer retention. Accordingly, customer satisfaction and high-quality maintenance services will be primary objectives of automobile manufacturers.
Research indicates that customers give positive feedback about auto manufacturers’ commitment to actually solving cars’ problems and stressing the importance of employees’ respect and politeness to customers. The level of car owners’ awareness of the importance of services provided by auto workshops lies between “important” and “very important.” There is a significant difference between car owners’ educational background and the types of auto services. The degree of car owners’ satisfaction with the quality of services auto workshops provide lies between “satisfied” and “very satisfied.” Significant differences are found between age, educational background, the reason and time needed for having cars serviced, and the service type. Car owners’ overall level of satisfaction with Toyota workshops lies between “satisfied” and “very satisfied.” A significant difference is found between educational background and car owners’ degree of satisfaction with overall service quality. On the whole, car owners’ degree of willingness to have cars serviced in the original manufacturer, to recommend the original manufacturer to others, and to buy another car in the original manufacturer lies between “probably will” and “definitely will.” Among them, significant differences are found between gender, marital status and car owners’ willingness to have cars serviced in the original manufacturer. Another significant difference is found between marital status and owners’ willingness to buy another car in the original manufacturer. Still another significant difference is found between the reason for having cars serviced and the willingness to recommend the original manufacturer to others. It is certain that this study provides valuable results and suggestions for auto manufacturers (or automobile companies). Auto workshops aimed at after-sales services can also utilize them for future reference.

中文摘要………………………………………………………………………………Ⅰ
英文摘要………………………………………………………………………………Ⅱ
誌謝詞…………………………………………………………………………………Ⅳ
目錄……………………………………………………………………………………Ⅴ
表目錄…………………………………………………………………………………Ⅶ
圖目錄…………………………………………………………………………………Ⅹ
第一章 緒論
1.1研究背景與動機……………………………………………………………………1
1.2研究目的……………………………………………………………………………1
1.3研究對象……………………………………………………………………………2
1.4研究流程……………………………………………………………………………2
第二章 文獻探討
2.1台灣汽車廠售後服務產業概況……………………………………………………4
2.2服務品質 …………………………………………………………………………10
2.3顧客滿意 …………………………………………………………………………21
2.4顧客忠誠度 ………………………………………………………………………37
第三章 研究方法
3.1分析方法 …………………………………………………………………………26
3.2問卷架構及內容 …………………………………………………………………27
3.3研究假說 …………………………………………………………………………30
3.4統計方法 …………………………………………………………………………30
3.5研究限制 …………………………………………………………………………31
3.6抽樣設計與問卷回收 ……………………………………………………………31
第四章 實證分析
4.1信度與效度之分析 ………………………………………………………………33
4.2敘述性統計分析 …………………………………………………………………33
4.3排序比較分析 ……………………………………………………………………38
4.4屬性變項對服務品質項目重要性認知之分析 …………………………………43
4.5屬性變項對全體服務品質重要性認知之分析 …………………………………64
4.6屬性變項對服務品質項目滿意度之分析 ………………………………………68
4.7屬性變項對全體服務品質滿意度之分析 ………………………………………90
4.8屬性變項對服務廠整體評價之分析 ……………………………………………93
4.9屬性變項對整體服務廠保修經驗與預期相比之分析 …………………………99
4.10屬性變項對再回原廠意願、推薦他人入廠意願、再購車意願之分析 ……105
第五章 結論與建議
5.1研究結論…………………………………………………………………………115
5.2對TOYOTA服務廠營運方式之建議 ……………………………………………116
5.3對後續研究者之建議……………………………………………………………118
參考文獻 ……………………………………………………………………………119
附錄：問卷 …………………………………………………………………………122

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28.馬自達汽車企業網站http://www.mazada.com.tw
29.裕隆汽車企業網站http://www.yulon-motor.com.tw
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