| Summary: | 碩士 === 國立成功大學 === 工業與資訊管理學系碩博士班 === 94 === In recent years, a growing number of people are capable of buying cars due to the increase of the gross national income. Thus car ownership has become more and more popular in Taiwan. The explosive growth in automobile demand in Taiwan in the past few years has prompted the development of a domestic car-industry. However, lower tariffs and regulations of cancelled non-tariff trade have led domestic cars to face competitive pressure from imported cars ever since Taiwan has entered the WTO (World Trade Organization) in 2002.
Generally, service quality has become an important index for customer satisfaction in many auto-repair shops. Furthermore, the perceived value model is frequently employed to estimate the customer satisfaction level in the service industry and this approach is used to evaluate customer satisfaction since it has many attractive properties (e.g. rational, broad and predictive, etc). The method of perceived cost is also applied to explore the situation of interactive relationships among various dimensions in the research domain of service quality. At present, to the best of our knowledge, such approaches have never been studied in the auto-repair service industry.
In order to effectively measure the customer satisfaction in domestic car auto-repair shops, this study relied on the SERVPERF (Service Performance) scale approach, the perceived value model, and the perceived cost method. The aim of the thesis is to investigate the customer satisfaction factors affected with each other by using the various models mentioned above in the auto-repair service industry in Taiwan. This study also applied random sampling method and posted questionnaires to collect the information of service satisfaction for customers whose domestic car has already been maintained in auto-repair shop.
According to the analysis results after retrieving questionnaires, we got some research conclusions. They are showed as following:
1.The responsibility of service quality has a significant and positive influence on the perceived value.
2.The perceived non-monetary price of perceived cost has a significant and negative influence on the perceived value.
3.The tangibility and assurance of service quality have a significant and positive influence on the customer satisfaction.
4.The perceived non-monetary price of perceived cost has a significant and negative influence on the customer satisfaction.
5.The behavioral value and reputation of perceived value have a significant and positive influence on the customer satisfaction.
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