| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 103 === The car was a kind of the rare luxury goods to people in early Taiwan, but with the growth of economy and information, especially Taiwan joined WTO (World Trade Organization, WTO) after 2002, the Government has to reduce tariffs, excise taxes, the preferential tax of the minimum rate about parts use on local cars had been canceled and the restrictions of importing countries number or quota also been canceled. For these reasons, the gap of selling price between domestic and foreign cars becomes small. Gradually, the market share of imported cars has increase year by year, and the selling ratio of domestic cars is reduced. According to this trend, the after-sell service has become more important to these imported dealers. The customer’s satisfaction is a primary goal in auto repair industry since 1991. It is a necessary requirement to providing good quality service for survival in this market. To importer dealers, it is also has to be more concern on this requirement. This study discussed the relationship between service quality and customer satisfaction, in order to find the impacted factors of customer satisfaction.
According to Parasuraman, Zeithaml and Berry (1988) three scholars, they built a model of concept of service quality mode, think the cognitive service quality is a compare between the expectation and actual feel of service. Base on this structure and the researches of other scholars, we make a dimension of service quality and customer satisfaction. We use this dimension as the main direction of the study.
A questionnaire method was used in the study. The object people are owners or drivers of an importer dealer in south Taiwan. We try to find the relationship between service quality and customer satisfaction in this brand. Through this study, we try offer a good way to promote management of automobile service plant.
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