| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 95 === Coupling the active growing of Taiwan automobile market, the car owner sore emphasized on car maintenance, the demand for car maintenance shop and motor oil are increasing. Due to the fierce competition in Taiwan car motor oil market a further attributes are needed to create the competitive advantage.
The purpose of this research is to investigate the Taipei citizens toward “Shell” motor oil’s importance of product attributes and degree of satisfaction. By using convenience and sampling method, a total of 570 questionnaires were collected from the “Shell” motor oil users in Taipei City.
The research findings are as follows:
1. Consumers are concerned all the fourteen products attributes.
2. From attributes that customers are concerned the most.
3. All customers are having significant difference on degree of importance and degree of importance and performance, customers are ranked five items of all product attributes have competitive advantage. However, there is one item of product attributes needed to improve immediately, five items ranked second and three items are ranked as resource distortion.
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