| Summary: | 碩士 === 淡江大學 === 管理科學研究所碩士班 === 95 === In recent years, due to the occurrence of globalization, enterprises confront intense competition. For survival, enterprises have been shifting from past manufacturing orientation toward service orientation. With the increase of living standard of people and consuming ability, when consumers make up their mind to purchase commodities, they not only pay attention to tangible products qualities, but also put more and more emphasis on intangible service qualities. It makes service qualities become an important factor determining consumers satisfaction. The motorcycle maintenance industry is no exception. Currently, the motorcycle maintenance industry has two serious operating problems: economic depression and market competition. On average, every 1.7 Taiwanese people own a motorcycle which draw this research’s attention to study if motorcycle maintenance stores can increase customers satisfaction, make customers repeatedly visit the same store and increase their operating revenue by strengthened interaction and service qualities.
This research has the following four objectives:
1.To investigate the relationship between service qualities and customers satisfaction in the motorcycle maintenance industry.
2.To investigate the relationship between customers satisfaction and customers loyalty in the motorcycle maintenance industry.
3.To investigate the relationship between service qualities and customers loyalty in the motorcycle maintenance industry.
4.To provide the motorcycle maintenance industry suggestions to increase service qualities.
The study conclusions demonstrate that service qualities have positive and significant influence on both of customers satisfaction and customers loyalty and that customers satisfaction has positive and significant influence on customers loyalty. It is clear that “reliability” and “assurance” are the greatest factors influencing customers satisfaction and customers loyalty. Therefore, the research suggests that the motorcycle maintenance industry should not only actively provide a variety of service, but also make them become core service. In addition, to facilitate repairing speed, stability and trust from customers are also very important to the motorcycle maintenance industry in order to consolidate customers loyalty.
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