||The Study of Customer Satisfaction Based on the Perceived Value Model
for Domestic Auto Repair Shops
||Department of Industrial and Information Management
In recent years, a growing number of people are capable of buying cars due to the increase of the gross national income. Thus car ownership has become more and more popular in Taiwan. The explosive growth in automobile demand in Taiwan in the past few years has prompted the development of a domestic car-industry. However, lower tariffs and regulations of cancelled non-tariff trade have led domestic cars to face competitive pressure from imported cars ever since Taiwan has entered the WTO (World Trade Organization) in 2002.
Generally, service quality has become an important index for customer satisfaction in many auto-repair shops. Furthermore, the perceived value model is frequently employed to estimate the customer satisfaction level in the service industry and this approach is used to evaluate customer satisfaction since it has many attractive properties (e.g. rational, broad and predictive, etc). The method of perceived cost is also applied to explore the situation of interactive relationships among various dimensions in the research domain of service quality. At present, to the best of our knowledge, such approaches have never been studied in the auto-repair service industry.
In order to effectively measure the customer satisfaction in domestic car auto-repair shops, this study relied on the SERVPERF (Service Performance) scale approach, the perceived value model, and the perceived cost method. The aim of the thesis is to investigate the customer satisfaction factors affected with each other by using the various models mentioned above in the auto-repair service industry in Taiwan. This study also applied random sampling method and posted questionnaires to collect the information of service satisfaction for customers whose domestic car has already been maintained in auto-repair shop.
According to the analysis results after retrieving questionnaires, we got some research conclusions. They are showed as following:
1.The responsibility of service quality has a significant and positive influence on the perceived value.
2.The perceived non-monetary price of perceived cost has a significant and negative influence on the perceived value.
3.The tangibility and assurance of service quality have a significant and positive influence on the customer satisfaction.
4.The perceived non-monetary price of perceived cost has a significant and negative influence on the customer satisfaction.
5.The behavioral value and reputation of perceived value have a significant and positive influence on the customer satisfaction.
致 謝 i
摘 要 ii
List of Tables vii
List of Figures ix
Chapter 1 Introduction 1
1-1 Industry Development 1
1-1-1 The Development of the Service Industry 1
1-1-2 The Development of Domestic Cars in Taiwan 2
1-1-3 The Relationship between the Service Industry and the Auto Repair Shop 4
1-2 Background and Motivation 5
1-3 Research Objectives 7
1-4 Research Procedure and Article Organization 7
Chapter 2 Literature Review 9
2-1 The Introduction of the Service Quality 9
2-1-1 The Definition of Service Quality 9
2-1-2 The Measurement of Service Quality 10
2-2 Perceived Cost 13
2-3 Perceived Value 13
2-3-1 The Definition of Perceived Value 13
2-3-2 The Measure of Perceived Value 15
2-3-3 The Related Research of Perceived Value 16
2-4 Introduction to Customer Satisfaction 18
2-4-1 The Conceptualization of Satisfaction 18
2-4-2 The Definition of Customer Satisfaction 20
2-5 Relations among Dimensions 20
2-5-1 The Relationship between Service Quality and Perceived Value 20
2-5-2 The Relationship between Perceived Cost and Perceived Value 21
2-5-3 The Relationship between Perceived Value and Customer Satisfaction 22
2-5-4 The Relationship between Service Quality and Customer Satisfaction 23
2-5-5 The Relationship between Perceived Cost and Customer Satisfaction 25
2-6 Conceptual Forming 25
Chapter 3 Research Methodology 28
3-1 Conceptual Framework 28
3-2 Questionnaire Design 33
3-3 Sample Selection 36
3-4 Analysis Methods 37
Chapter 4 Data Analysis Results 39
4-1 Descriptive Statistics Analysis 39
4-1-1 Response Rate and Pre-test 39
4-1-2 Characteristics of Sample 39
4-2 Measurement Results for Relevant Research Variables 41
4-2-1 Service Quality 41
4-2-2 Perceived Cost 42
4-2-3 Perceived Value 43
4-2-4 Customer Satisfaction 43
4-3 LISREL 45
4-4 ANOVA 50
4-5 Regression 59
4-5-1 The Effect among each Dimension 60
4-5-2 The Effect of Service Quality on Perceived Value 61
4-5-3 The Effect of Perceived Cost on Perceived Value 62
4-5-4 The Effect of Perceived Value on Customer Satisfaction 63
4-5-5 The Effect of Service Quality on Customer Satisfaction 64
4-5-6 The Effect of Top Perceived Cost on Customer Satisfaction 65
4-6 Summary of Hypothesis Testing 66
Chapter 5 Conclusions and Suggestions 71
5-1 Research Conclusions 71
5-2 Research Limitations 73
5-3 Suggestions 73
5-4 Future Works 74
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