| Summary: | 碩士 === 中華大學 === 科技管理學系(所) === 95 === According to the Ministry of Transportation data, there were 5,656,408 registered automobile licenses in Fujian and Taiwan up to April of 2006. With the population of more than 23 million people currently in Taiwan, this represents, in average, one in four people in Taiwan owns a car. With such a high density of cars, business opportunities for the automobile service industry are huge, and it is no wonder that the automobile maintenance factories are everywhere on the streets, competing for a share of this market. This research aims at both the perspective of consumers and of car dealer auto shops, and questionnaires are used to collect the opinions of consumers. In the consumers’ perspective, the owners’ habits are determined through the factors such as maintenance prices, technicians’ skill, distance from vehicle factory, business hours, car owner academic background, income, sex, attitude of vendor, region (urban or rural area), in order to provide the references for improving the business management of vendors. In the car dealer auto shops’ perspective, the factors such as the variety of services offered (e.g. providing the transmit vehicles), technology (mechanics’ qualification), maintenance shops’ environment (increasing software and hardware equipment, value-added), extended business hours are assessed. These factors may influence the willingness of car owners to return and their level of satisfaction for services. The information collected from the questionnaires is analyzed, and the results from this research are feedback to customers and vendors. Based on the feedback, the vendors may alter their business strategy in order to enhance their performance, provide a more pleasant consumer environment, and thus create a win-win situation.
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