An Analysis of Sales Satisfaction Index and Customer Service Index: A case study of Toyota car dealership

• Main Author: 陳碩德
• Other Authors: Hsiao, Jui-Min
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/zb5c7n

碩士 === 國立宜蘭大學 === 人文及管理學院高階經營管理碩士在職專班 === 107 === The automobile is a mature industry in Taiwan. A lot of brands from the whole world, such as Japanese, American and European, established the production or agency operations in Taiwan. Nowadays, automobile sale is also one of the most competitive industry in Taiwan, so some brand start to deauthorize and set up its own production or operation; such as: Taiwan Honda, Taiwan Bruns, Taiwan Mazda, Taiwan Foss, etc. The brand, the technology mother-owner, has adopted its own multinational management model. Which it has not only promoted the improvement of Taiwan's automobile industry's business practices and internationalization, but also promoted the competition in Taiwan's automobile industry. However, how to improve customer satisfaction, in addition to technical quality improvement, will be the most important issue. Because the operating between the various car manufacturers can ensure the long-term and stable operation of the company, such as technical mastery, parts supply, etc. it is relatively closed nature. Therefore the operation is relatively stable, and the control of profits is relatively easy to grasp. For the more profits, the company has gradually inclined the profit source of the company's operations to the after-sales service. As a result, the relationship of service quality and customer satisfaction is the key of build customer loyalty. After the The analysis of Sales Satisfaction Index (SSI) and Customer Service Index (CSI) data of Luodong and Yilan Business Office in the case companies Lan-Yang Co. Ltd, the results of the study is sales and operation have a positibe impact on car sales satisfaction, and maintence has a positive impact on after-sales service satisfaction. In the sales factor, transactions/written operations and sales staff is more important in Yilan Office, while sales staff, sales reception and delivery process is more important in Luodong Office. In the operation factor, the important influences of the Yilan and Luodong offices are consistent, and they all pay more attention to the delivery time. In the maintenance factor, service facilities is more important in Yilan Office, while quality of service is more important in Luodong Office. This study is based on the research conclusions as a reference for service quality improvement and improvement to enhance the competitiveness of after-sales service.