| Summary: | 碩士 === 國立高雄應用科技大學 === 土木工程與防災科技研究所 === 93 === According to the house market statistics information of The Directorate General of Budget, Accounting and Statistics (DGBAS) in 2005, the proportion that people hold house by oneself in Taiwan is already up to 80%. The proportion of house maintenance which is according to the 91st year of the Republic of family’s income revenue and expenditure survey in 2002 is 44.3%, and shows that the newly-built market tends to the saturation in recent years, but refurbishment industry is slowly growing up. However, refurbishment industry wasn’t respected than newly-built market relatively in the past, and the asymmetric information situation often exist between consumer and repair corporation. Therefore, this research which is focus on the customer in refurbishment industry in Kaohsiung city and county is basis of the decision process of EKB model, and the influence factors of customer behavior, such as demographic characteristics, external factor and SERVPERF service quality scale are involved in the questionnaire. This research retrieves 242 effective questionnaires, and in order to explore the potential relation among every attribute, statistical analysis, decision tree analysis and basket analysis are used to analyze customer characteristic, corporation selection behavior and the service quality in the refurbishment industry. At last, the suggestions to the corporations in refurbishment industry are proposed according to the results and characteristic found in this research. The main results in this research are as following:
1.51% customers have intention to choose the refurbishment company with brand image, and 57% customers think that repairing work is supposed to consign to the refurbishment corporations with the professional and brand image. The results show that building corporation brand image will be a feasible strategy for repair corporations. In the part of main information source of refurbishment corporation, there are 65% customers get information from friends, and whether offering protecting service is the most attractive marketing material for customers. In addition, the result of service quality shows that the more satisfied parts for customers are tangibility, reliability and assurance, but there are some arguments in the responsiveness and empathy.
2.In accordance with the result of the degree of consumers’ brand identification and money preference, whether possessing brand sense and the degree of the acceptability of the advertisements are the attributes to identify customer brand attitude. In additional, the relative importance between money and quality is the question to distinguish customer’s money preference.
3.In the part of the relationship between decision behavior and marketing reception, the result shows that the customers that tend to choose the professional and brand image marketing mechanism will tend to select the repair corporation with brand image and chain system business model.
4.Equipment integrity, reaction capacity of attendant, specialization and confidence are four critical factors of influencing service quality satisfaction in the repair industry.
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