臺灣博碩士論文加值系統

現今台灣絕大部分的汽車維修廠，常因有太多的黑箱作業，維修糾紛陳出不窮，使得消費者望之卻步；因此，本研究從消費者成本的觀點，探討影響汽車維修廠再購率的影響因素。此外，由於不少研究以服務品質觀點研究再購率，故本研究分別以PZB(1988)的服務品質觀點及策略行銷4C觀點，探討並比較消費者再購率的影響因素。

PZB(1988)的服務品質觀點包含五個構面：1.有形性2.可靠性3.反應性4.保證性5.同理心，本研究探討消費者維修車輛時，在此五構面上的實際體驗及期望之間的落差程度，預測其與再購率間之關係。再以策略行銷4C為架構，探討消費者的外顯單位效益成本、資訊搜尋成本、道德危機成本及專屬陷入成本與再購率間之關係。

本研究採用便利抽樣方式，對於一般小客車車主或車輛使用人為研究對象，並運用線性迴歸模式檢定假設之因果關係。主要的研究結果有：一、在服務品質架構部份：汽車維修廠服務品質的可靠性、反應性、保證性及同理心四個構面，對消費者滿意度具顯著正向影響，而消費者滿意度對再購率亦有顯著正影響。二、在策略行銷4C架構部份：消費者的外顯單位效益成本、資訊搜尋成本、道德危機成本及專屬陷入成本，都對再購率有顯著正影響。亦即，服務品質和策略行銷4C兩個架構，都可以作為預測消費再購率之工具，但本研究發現，以分析程序難易度及解釋能力等觀點考量，策略行銷4C架構似乎較為優異。

There have been increased disputes on the comsumptions of Taiwanese automobile repairing that are caused by the black-box operating models of most automobile repair shops. The purpose of this study was to assess the relationship of customer transaction costs and the repurchased rate of auto repairing shops. In addition, due to SERVQUAL (service quality) of PZB (1988) is a popular framework for explaining repurchase, this study also examed and compare its applibilicity with transaction cost theory.

Firstly, five elements SERVQUAL of PZB (1988), that is, reliability, responsivness, assurance, empathy, and tangibles, was used in this study. The gap between customer’s experiences and expectations was calculated to predicted the repurchase rate. Secondly, 4 costs devired from transaction cost theory, that is, the overt cost per utility , information serch cost, moral hazard cost,customer hold up cost, was measured and to predict their relationships with repurchase rate.

Sample of this study were sedan owners or drivers based on convenient sampling, and research hypotheses were examined by linear regression. Major results were: Firstly, for SERVQUAL, reliability, responsiveness, assurance, and empathy were found to have significant impacts on customer satisfaction, and satisfaction have a significant positive impact on the repurchased rate. Secondly, for 4Cs, customer‘s overt cost per utility, information serch cost, moral hazard cost and hold up cost all have signicifcant influences on repurchased rate. That is, both transaction cost theory and SERVQUAL can be used as a tool to predict customer’s repurchased rate. However, this research indicated that transaction cost theory was a better measurement to discuss the influences of customer’s auto repurchase rate than SERVQUAL, based on the concerns of difficulty of module analysis and ability of result interpretation.

表目錄 v
圖目錄 vii
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 3
第三節 研究範圍與限制 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 汽車議題相關研究 6
第二節 服務品質定義與特性 11
第三節 顧客滿意度 21
第四節 策略行銷4C理論 26
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假說 31
第四節 問卷設計 39
第五節 抽樣與資料收集 40
第六節 統計分析方法 41
第四章 資料分析 42
第一節 樣本資料分析 42
第二節 信度與效度分析 52
第五章 結論與建議 87
第一節 研究結論 87
第二節 研究建議 90
參考文獻 92
附錄—問卷 96

一、中文部分

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2.交通部統計處（2006），臺灣地區小客車平均每月保養維修費，http://www.motc.gov.tw/ana/20070905170407_960905.doc。
3.交通部統計處（2006），95年自用小客車使用狀況調查摘要分析http://www.motc.gov.tw/ana/20070515170616_950503r.doc。
4.台北市汽車保養商業同業工會（2004），台灣地區汽車維修保養廠數量統計，http://www.car-service.org.tw/。
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7.李平凡（1999），汽車維修產業經營模式轉型之研究，國立台北科技大學生產系統工程與管理研究所碩士論文。
8.李昭男（2002），服務品質及價格對滿意度與忠誠度之影響─以國產車原廠汽車服務廠為例，大葉大學事業經營研究所碩士論文。
9.杉本辰夫（1986），盧淵源譯，事業、營業、服務的品質管制，台北市：中興管理顧問公司。
10.林權裕（2005），汽車產業服務價值鏈之探討－以T公司為例，大葉大學事業經營研究所碩士在職專班碩士論文。
11.邱志聖（2006），策略行銷分析-架構與實務應用，台北市：智勝文化。
12.翁崇雄（1993)，評量服務品質與服務價值之研究一以銀行業為實証，國立台灣大學商學研究所博士論文。
13.陳耀茂（1998），“CS（顧客滿意）會改變您的公司”，品質管制月刊，p47-52。
14.游哲銘（2006），汽車維修業服務品質之研究－以台灣本田新竹地區A維修廠為例，明新科技大學工程管理研究所碩士論文。
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22.Parasuraman, A. Zeithmal, V.A. and Berry, L.L.(1990) “Five Lmperatives for Lmproving Service Quality,” Sloan Mangement Review, (Summer) pp：29-38.
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24.Parasuraman, A. Zeithmal, V.A. and Berry, L.L.(1993)“The Nature and Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science, 21(Winter) pp：1-12.
25.Price, L.L. Arnould, E.J. and Tierney, P.(1995)“Going to Extremes : Managing Service Encounters and Assesing Provider Performance,” Journal of Marketing ,59(April) pp：83-97.
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30.Woodruff, R.B. Cadotte, E.R. and Jenkins, R.L.(1983)“Modeling Consumer Satisfaction Processes Using Experience Based Norms,” Journal of Marketing Research,20(August) pp : 296-304.
31.Woodside, A.G.F. and Daly, R.T.(1989)“Linking Service Quality, Customer Satisfaction and Behavioral Intention.”Journal of Care Marketing,Dec pp : 5-17.