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系統識別號 U0026-0812200911513916
論文名稱(中文) 以知覺價值模式為基礎來探討國產汽車 維修廠之顧客滿意度研究
論文名稱(英文) The Study of Customer Satisfaction Based on the Perceived Value Model for Domestic Auto Repair Shops
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩博士班
系所名稱(英) Department of Industrial and Information Management
學年度 94
學期 2
出版年 95
研究生(中文) 顏千芬
研究生(英文) Chien-Fen Yen
學號 R3693407
學位類別 碩士
語文別 英文
論文頁數 89頁
口試委員 口試委員-吳建興
指導教授-李再長
口試委員-謝中奇
口試委員-李昇暾
中文關鍵字 顧客滿意度  知覺價值  知覺成本  服務績效  服務品質 
英文關鍵字 perceived value  perceived cost  customer satisfaction  service performance  service quality 
學科別分類
中文摘要   近幾年來,由於國民收入總值的增加,人們購買汽車的能力也跟著成長。致使台灣的汽車擁有率也越來越提升。而由於過去幾年來汽車需求量的大量膨脹,已經促成了國內汽車工業的蓬勃發展。然而,自從台灣在2002年加入了世界貿易組織(WTO)之後,隨著關稅的縮減以及非關稅貿易協定的取消,導致國產車面臨到進口車的競爭威脅。
  一般而言,服務品質在許多汽車維修廠裡,已成為顧客滿意度一個重要的衡量指標。除此之外,知覺價值常常被用來評估服務業中顧客滿意度的指標。由於它具有完備的特質,例如:合理性、廣泛性和預測性等等特質。再者,知覺成本的方法也常被用在服務品質研究領域的各種行業當中,來探討他們之間的交互關係。然而,據我們所知,像這樣的方法尚未用在汽車維修服務業當中。
  為了要有效地衡量出國內汽車維修廠的顧客滿意度為何,本研究採用了服務績效量表的方法、知覺價值模式以及知覺成本價值。而利用上述所提出的各類模型的目的是為了調查國內汽車服務業中影響顧客滿意度的因子。此研究也使用隨機發放問卷的方式,發放給擁有國產車也曾經在汽車維修原廠修過的車主,以收集他們對於服務滿意度的資訊。最後我們從回收問卷後所得到的資料,利用統計軟體SPSS所分析的數據結果,提供國內汽車維修廠的廠商一些建議,以提升他們的市占率。
  利用軟體分析回收後問卷的結果,我們得到一些研究結果,分述如下:
1.服務品質的回應性對於知覺價值有顯著正向影響。
2.知覺成本的知覺非金錢價值對於知覺價值有顯著負向影響。
3.服務品質的有形性和保證性對於顧客滿意度有顯著正向影響。
4.知覺成本的知覺非金錢價值對於顧客滿意度有顯著負向影響。
5.知覺價值的行為價值和公司名聲對於顧客滿意度有顯著的正向影響。


英文摘要 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.


論文目次 致 謝 i
摘 要 ii
Abstract iii
Contents v
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
References 76
Appendix 86
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