| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 107 === ABSTRACT
The main goal of this study is to explore the relationship between service quality, relationship quality and loyalty intentions from the perspective of automobile service and hopes to clarify whether satisfaction, trust and commitment play a key role in the relationship between service quality and loyalty. In this study, a questionnaire survey was conducted to collect 257 valid samples, and the hypotheses were verified by the linear structural equation model.
The results of the study show that the influence of the quality of service structure is most valued by the "service provider for trouble-free maintenance and one time repair service quality"; the quality of the service structure "the service technology of the service plant makes you satisfied" is the most important for consumers. The consideration of loyalty intentions "when the factory raises the price, you will not easily replace the factory" as the most concerned factor for consumers. Meanwhile, the research results have found that service quality has a significant and positive impact on relationship quality, relationship quality on loyalty intention, and service quality on loyalty intention. On the same way, in the interaction relationship between relationship quality and loyalty intention, satisfaction, trust and commitment. There is a significant mediating effect, but in the relevant scale analysis, the service quality is the third ranking result of the loyalty intention. There are two important findings in this evaluation analysis that differ from previous research findings. First, high satisfaction, trust, and commitment were not effective in maintaining higher customer loyalty. Secondly, service quality played a weaker intermediary between customer satisfaction and customer loyalty effect.
The study also found that even the customer satisfaction is extremely high, the customer retention rate is declining year by year due to out of warranty, non-authorized workshops offering cheaper price, tire service center, and grey imported of genuine parts selling in aftermarket parts channels such as parts dealer, web-sales, and independent garages. Because of budget, technical skill, and convenience service concerned, after-warranty vehicle`s customers plan to leave original service dealers. Therefore, the industry needs to jump away from the old framework, find out the customers main needs from the consumer side`s opinions, and timely introduce relevant AI technology to collect the customer data finding new business models that the competitors are not easy to entry and duplicate in a short term, and actively cultivate the entrepreneur partners from current staff to retain talents to drive every service personnel in the organization to make changes, keep winning customers` trust and the realization of customer commitment, and keep customers returning to the factory and repurchasing. It is the most important goal of the service factory in this competitive industry should proceed an Automotive Service renovating into a new era of customer demand orientation service concept.
Keywords: Service quality, relationship quality, satisfaction, trust, commitment, loyalty intention
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