服務品質、顧客滿意度對再購意願之關聯性研究:以某汽車公司為例

Abstract

隨著汽車的銷售漸趨緩，台灣汽車市場趨近飽和，國內汽車業者在汽車銷售的獲利日益遞減的狀況下，無不藉由售後服務以提升經營的獲利，同時消費者對於汽車維修服務及品質的要求也日益增高，如何提升汽車售後服務的品質，以增進顧客滿意度、減少顧客流失率，是目前所有汽車業者所共同努力的課題。 故在如此激烈競爭的環境下，如何提昇售後服務品質，藉以提升顧客滿意度，並進而提升顧客再購買(回廠)意願，即是各汽車業者努力積極深耕的目標。這也是本文所主要研究的重點。

Since the automotive market in Taiwan is saturated, the car sales gradually slow down. Due to the decreasing profit of vehicle sales, the domestic auto industries all try to increase profit through after-sales services. At the same time, the consumer demands for car maintenance services and quality are also rising up. How to improve the quality of after-sales services to enhance customer satisfaction and reduce customer churn rate has become the goal for all the auto industries.

Taiwan's auto market is relatively small compared to other countries. Although with many brand choices, competitive pricing, and versatile promotions, the sales still decline since 2007. The auto industry’s profit space from the sale of automotive products has been substantially reduced. On the other hand, since a car is a high-priced goods, consumers are certainly comparing prices. With car sales information in the open, consumers can easily understand automotive pricing information and the profits of car sales are more meager. This makes the automotive industries turn to after-sale services for profit instead of new car sales (such as maintenance services, parts sales, ancillary product sales, etc.).

Therefore, how to improve service quality to enhance customer satisfaction, and thus attract customers to return to factory in this highly competitive environment has become the major goal for every company and the main focus of this article.