| Summary: | 碩士 === 中華大學 === 企業管理學系 === 106 === Because the automobile industry has changed from seller’s market to the buyer’s market. Under the guidance of the buyer’s market, the customer’s consumption satisfaction and behavioral patterns are considered as very important aspects, often affecting the customer’s repurchase rate and loyalty. which performed. The unit price of a car is not cheap, and the inventory cost is high. A slight difference in customer satisfaction can cause a significant market gap. Plus, with the rise of many car websites, service advantages or mistakes can both be amplified. Even though each car company knows the importance of satisfaction, it conducts its own private investigations. However, it is not easy to convert these collected information into actionable knowledge.
This study intends to establish Toyota customer satisfaction indicators from the perspective of customers in order to understand customer needs and provide customers with better service quality, thereby improving customer satisfaction. The research results are as follows： 1. The service quality aspect is divided into four sub-levels, including the exhibition center, sales reception, delivery process, transaction operations. 2. Combine ACSI and ECS two customer satisfaction models, through the impact of customer satisfaction on the three factors (including corporate image, service quality and perceived value) and customer satisfaction (including customer loyalty and customer complaints). 3. Use the PLS method to estimate Toyota's satisfaction score. 4. Build a strategic management matrix for Toyota and suggest improvements.
The results are as follows： 1. From the strategy management matrix map of the exhibition center, it is known that customers generally believe that the environment and location provided by the exhibition center make the customer feel comfortable. This means that the customer's environmental comfort is very important in the decision to purchase a car. factor. The comfortable location of the venue in the "advantage" area constitutes Toyota's advantageous conditions and is a project that should continue to be maintained. 2. From the strategy matrix of sales reception, we can see that “immediate reception, dedicated service, and complete response” fall into the “advantage” zone, which constitutes Toyota’s advantage and is a project that should be maintained. 3. From the strategy matrix of trading operations, we can see that the “expense item and description of car purchase conditions” falls into the “advantage” zone, which constitutes Toyota’s advantageous condition and is a project that should continue to be maintained. 4. From the strategy matrix of the delivery process, we can see that “the new car is normal, careful, new car clean, and fulfillment of commitment” falls into the “advantage” zone, which constitutes Toyota’s advantageous conditions and is a project that should continue to be maintained.
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