汽車維修服務之顧客滿意度－以台北地區南陽汽車為例

The Customer Satisfaction of Vehicle Maintenance Service: An example of NanYang Industry in Taipei Area

10.6626/MR.2012.12(2).05

張志平(Jhy-Ping Jhang)；張錦勝(Jin-Shen Jhang)

汽車維修 ； 服務品質 ； 顧客滿意度 ； Kano二維品質模式 ； 品質機能展開 ； Vehicle maintenance and repair ； Service quality ； Customer satisfaction ； Kano two-dimensional quality model ； Quality function deployment

管理研究學報

12卷2期（2012 / 12 / 01）

107 - 122

繁體中文

本研究主要在探討台北市南陽汽車維修服務品質之滿意度，並以SERVQUAL服務品質模式為理論基礎，將服務品質區分為五個構面（保證性、關懷性、反應性、可靠性、有形性），並發展「汽車服務廠服務品質滿意度調查問卷」，對台北市南陽汽車分公司維修廠之150位進廠保養或維修的顧客進行問卷調查。本研究之調查資料先進行項目分析及信度分析，並以敘述統計說明填寫者及車輛之基本資料，再以Kano二維品質模式分析對問卷內容進行篩選並刪除不合適問項，最後以品質機能展開來找出服務品質迫切待改善之品質要素。結果顯示顧客對於南陽汽車公司維修服務廠服務品質要素的「反應性」和「同理性」兩大構面，落在二維品質模式之待改善區域，均有需改善之項目；在品質機能展開品質要素分析結果則顯示「人員專業能力」、「傾聽能力」、「員工教育訓練」、「服務的效率性」和「洞察力」等，都是有待改善之項目。最後依據實證結果，提出改善方案，並進行改善，所得結果，經滿意度調查後，滿意度提升23%，研究成效對實務貢獻顯著。

The purpose of this study is to understand the satisfaction of automobile service industry in Taipei area. Grounded by theory of SERVQUAL model, the author categorized service quality into five items, which are guarantee, caring, reaction, reliability, and visibility. Based on these five service quality items, the author created a questionnaire, satisfaction of automobile industry service quality, to launch a survey as the research method. Sampling of this survey was 150 customers who drove to Nan Yang automobile industry in Taipei area for maintenance or repair.The author firstly used descriptive statistics to illustrate the data of participants' and their cars' basic information the author has collected from the survey. Then the author examined item analysis, reliability analysis, and validity analysis. Furthermore, the author analyzed the data by SERVQUAL model and Kano two-dimensional quality model for screening. Finally, the quality function deployment was evaluated by viewing quality elements which need to improve.The result showed that the customer satisfaction rate of automobile service was located at the improvement needed area in SERVQUAL model and Kano two-dimensional quality model which meant the item of reaction and empathy of service quality in Nan Yang automobile industry are two parts that need to improve and increase customer satisfaction. Moreover, results from analysis of evaluating quality function deployment showed some quality elements have rooms for improvement which included staff professional ability, listening skill, staff professional training, service efficiency and perspicacity.At the end of this paper, the author provided improvement suggestions for each improvement-needed item as a customer reaction guide for Nan Yang automobile industry to increase the rate of customer satisfaction.

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