TOYOTA汽車服務品質之研究

A Study on TOYOTA's Service Quality

蕭源都(Yuan-Du Hsiao)；張仁家(Jen-Chia Chang)；張婉君(Wan-Chun Chang)；賴慕回(Mu-Hui Lai)；趙祥印(Hsiang-Yin Chiao)；鍾光硯(Kuang-Yen Chung)

可靠性 ； 服務性 ； 客服印象 ； 客服專業 ； Reliability ； Service ； Customer limpression ； Customer Service Professionals

華人經濟研究

11卷1期（2013 / 03 / 01）

29 - 44

繁體中文

台灣2011年全年度汽車銷售量為378,291輛；其中TOYOTA汽車銷售量為119,425輛，成長率為14.7%，市佔率為31.6%，在「國產+進口」排行中為第一名。TOYOTA汽車的服務品質是有口皆碑，但它們的服務品質未必有很明確數據說明，為何大多數車主選擇TOYOTA汽車？因此來對TOYOTA汽車的服務品質來做探討。具體目的為探討使用TOYOTA汽車服務品質的現況分析與差異性考驗。本研究採隨機抽樣，共發出254份，有效回收率為100%。性別項目中的男性佔70.5%，年齡項目中的21-30歲佔39.4%，職業項目中的上班族佔78.7%，月收入項目中的3萬以下佔53.9%為多數。摘錄重要結論：不同年齡在「客服印象」、「整體服務品質」構面上達顯著差異，「20歲以下」高於「51歲以上」。其餘各個構面均未達顯著差異。重大建議為針對不同年齡族群有不同的行銷策略，讓各年齡層都能更滿意TOYOTA汽車公司的服務品質。

Among all 378,291 vehicles sold annually in 2011 in Taiwan, the number of TOYOTA amounted to 119,425 wherein growth rate presented 14.7% and market share presented 31.6% that made it ranked as the first place if domestic ones and import ones in total. TOYOTA's quality in mass production has been highly affirmed except service quality as yet description with explicit data; how come most of the vehicle owners remain their choice loyal to TOYOTA? Therefore, an exploration on TOYOTA's service quality was made in this Study. The Study aimed to discuss current analysis on experiences in TOYOTA's service quality and variance test. A total of 254 questionnaires randomly sampled were issued with 100% collection rate in the Study. As indicated in the findings of Gender Category, male persons account for 70.5% while in the findings of Age Category, people in age from 21-30 account for 39.4%; in the findings of Occupation Category, workers account for 78.7% and in the findings of Monthly Income Category, which was in the largest scale among of all, people with income less than NT$30,000 account for 53.9% and so forth. An important conclusion was summarized hereby: A clear difference constituted in aspects of ”customer service image” and ”overall service quality” for variance of age, wherein those ”20 below” were higher than those ”51 above”, while yet clear difference exhibited in other aspects. It is strongly suggested that marketing strategies in distinctive form shall be varied with different age groups that people in all levels of age are satisfied with TOYOTA's service quality.