以AHP探究影響消費者決策之關鍵服務因素－以汽車維修廠為例

Using AHP to explore the key service factors for influencing consumers' Decision --Auto Repair Shop as an Example

葉丁鴻(Yen Ting Hung)；葉亘純(Yen HSUACHUN)；鄭尹惠(Yin-Hui Chen)；郭蔓蔓(Guo ManMan)

汽車維修廠 ； 服務品質 ； 層級分析法 ； Auto Repair Shop ； Service Quality ； AHP

東海管理評論

20卷1期（2018 / 07 / 01）

157 - 202

繁體中文

在汽車高度普及化的當代社會，車主皆面臨車輛維修保養之基本需求，汽車維修市場也展露出龐大商機。除從原有的顧客觀點外，本研究並納入業者與專家學者之觀點建立研究架構，採用層級分析法（Analytic Hierarchy Process, AHP）進行問卷設計，並以Expert Choice 2000做為問卷分析之軟體，提出「消費者選擇汽車維修廠關鍵服務因素權重表」。研究結果顯示，根據五項衡量構面的劃分，可靠性（0.311）權重最高，反應性（0.243）為第二，保證性（0.232）為第三，有形性（0.142）與關懷性（0.071）次之。在這五項主構面所劃分的28項次構面中，可靠性中的「維修內容」整體權重為0.095占第一，「收費」整體權重為0.078，第三則為「問題反映」整體權重為0.076；第四是反應性中的「服務即時告知」整體權重為0.075；保證性中的「專業知識與技能」整體權重為0.071則列第五。可見在汽車維修行業中，消費者注重的關鍵因素為維修內容、收費、問題反映、服務即時告知、專業知識與技能這五項，業者得以此為基礎，針對消費者注重的關鍵因素擬出正確策略方案，改善汽車維修廠之服務品質。

In the modern society with high popularization of autos, all car owners are faced with the basic needs of vehicle maintenance, the auto maintenance market also shows huge business opportunities as well. In addition to the original customer point of view, this study included the option of the scholars and experts to establish the research framework, adopted the Analytic Hierarchy Process (AHP) to design the questionnaire design, and used Expert Choice 2000 as the questionnaire analysis software, put forward ＂the weight table of key service factors for consumers to choose the automobile maintenance plant＂. The results showed the reliability (0.311) had the highest weight, reactivity (0.243) was second, assurance (0.232) was third, tangibility (0.142) and caring (0.071) were second, respectively based on the five dimensions of measurement. In the 28 sub-planes divided by the five main dimensions, the overall weight of ＂maintenance content＂ in reliability was 0.095, taking the first place, the overall weight of ＂charge＂ was 0.078, taking the second place, and the overall weight of ＂problem reflection＂ was 0.076, taking the third place. The overall weight of ＂service instant notification＂ in reactivity is 0.075, occupying the fourth place. The overall weight of ＂professional knowledge and skills＂ in assurance was 0.071, taking the fifth place. It can be seen that in the auto maintenance industry, the key factors that consumers pay attention to are the maintenance content, charge, problem reflection, instant service notification, professional knowledge and skills. Based on this, the industry can draw up the correct strategy plan according to the key factors that consumers pay attention to and improve the service quality of the car maintenance plant.

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