| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 101 === This study is to research the customers’ value and satisfy in quality attributes of Korea middle segment vehicle users, especially to confirm the customer perception after using the new car in the initial three month. Through the questionnaire to investigate the satisfaction and value, then all the quality attributes will be classified in specific area of I-S Model. Then the result will be used for the strategy of product design.
The subject is the user of new Korean middle segment vehicle. The effective questionnaires are 203 and research results as below:
a. “Income”, the population variables of the customers who are users of Korean middle sedan, shows the significant diverseness of satisfaction with “Audio system” and “view and safety”.
b. “Gender“ and “income”, the population variables of the customers who are users of Korean middle sedan, shows the significant diverseness of importance in “air condition system”; “income” also shows the significant diverseness of importance in “audio system”. The other population variables don’t show the significant diverseness with the quality attributes.
c. In the I-S model, interior, handling, engine and emission system, view and safety are located in “ To be improved” area, which show customers don’t satisfy with these four quality attributes.
By I-S model, a motor company may realize the customers’ opinions about their products and make the improvements. Furthermore, the result will be helpful for product development and marketing strategies to keep the competitive in the industry.
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