| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 98 === There exists a huge market on after-sales service in the automotive industry. Consequently, how we establish an enterprise's business niche as well as meet customers' satisfaction are our goals to strive for in the industry. Service is indeed an intangible product; this study is aimed to present the influence over customers. Therefore, the motive and purpose of this study is to enhance the service quality through the service center and build up customer loyalty, and create business befits. This study also explores influences over customer satisfaction in different situations in view of customers' involvement versus different maintenance items, and the use of time and genders and some factors.
This study would take Brand M sedans in a direct service centers well as the customers returning the center for service as subjects for questionnaires. After the feedback data were collected, SPSS statistical software was used to analyze the data. The findings of the study have shown: the higher customers' satisfaction to service quality, the higher customers' willingness for repeatedly going back to the service center; such returned customers would recommend relatives do the same, and buy the same brand of car to show their fidelity. At the aspect of gender to service quality satisfaction and customers' fidelity, the Interference analysis revealed that there were partial interference in terms of repeatedly return the center, repeatedly purchase a same brand vehicle; In the use of time, satisfaction to service quality and customers' fidelity would not produce interference result: At the aspect of maintenance items versus satisfaction to service quality and customers' fidelity, there would be partial interference on recommending relatives and friends return the service center; in the involvement factor, relevant maintenance information were collected, at the aspect of satisfaction to service quality and customers' fidelity, the interference analysis showed that there were partial interference on recommending their relatives and friends go back to the service center, and repeatedly purchase same brand vehicles. In the factors involved, people may pay attention to the basic structure and function of vehicle; at the aspect of satisfaction to service quality and customers' fidelity, the Interference analysis revealed that there were partial interference on repeat purchases of same brand of vehicles; in the factors involved, at the aspect of professional knowledge on vehicles versus satisfaction to quality service and customers' fidelity, the interference analysis showed that there were partial interference on recommending relatives and friends go back to the center for service.
This study focused on a single brand as research subject in view of service returned customers.
It may thus not be comprehensive enough, therefore, in a hope that future researchers who are interested in this field may continue conducting an in-depth study.
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