| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === Abstract
The technology has become the necessity in the society; the general playgrounds have been unable to meet the needs of the people recreation. With the growing pressures of everyday life, it is becoming increasingly difficult to get away from the corporate rat-race; more people are riding heavy motorcycles than ever before. On the other hand, Taiwan has continued to reduce administrative trade barriers and switch to the use of tariff and exchange rates adjustments prompted a large number of imported in heavy motorcycle industry. In order to be effective in many competitors to retain customers, providing with good service quality is the key to the traders’ success. In this study, focusing the riding people satisfaction with the heavy motorcycle trader in southern Taiwan (Chiayi, Tainan, kaohsiung). To examine the relationship between service quality of motorcycle trader and customer satisfaction based on Parasuraman, Zeithmal and Berry’s SERVQUAL five dimensions (i.e., tangible, reliability, professionalism, assurance, empathy). There are 188 questionnaires were distributed with the 182 valid questionnaires, the return rate of 97%. The statistical results showed that professionalism, assurance, and empathy are significantly and positively related to customer satisfaction. This finding, among others, suggests that motorcycle trader operators in southern Taiwan might have overlooked the above mentioned three dimensions as factors leading to customer satisfaction and, ultimately, to a sustainable competitive edge.
Keywords: Heavy Motorcycle, Satisfaction, Service Quality
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