摘要
近几年来,汽车销售市场竞争日益激烈,汽车经销商获利来源大为改变,车辆维修成为汽车经销商经营管理的重点并取代新车销售成为最主要的利润来源。然而,如何持续改善服务厂服务质量、提升顾客满意、创造竞争优势、防止客户流失并创造持续回厂的利基,将是汽车服务厂最重要的课题。以Parasuraman,Zeithaml and Barry等三位学者所提出之服务质量模式与SERVQUAL量表为基础,采问卷方式进行调查,藉以探讨个案公司服务厂在服务质量模式中之缺口一与缺口五之差异情况;亦即分析探讨服务厂管理者(厂长)与车主对服务质量期望认知之差异情形以及车主进厂前后对服务厂服务质量感受的差异情形与整体满意度评价。最后,根据研究结果与结论对个案公司提出建议,以期在提升与改善服务质量上能有所帮助。
In recent years, the competition of automobile market is fierce increasingly. Automobile dealers＇ profit - making source has greatly changed： car maintenance becomes an important management issue instead of launching new cars. However, how to continuously improve service quality, increase customer satisfaction, create competitive advantages, decrease the percentage of customer loss, and generate company values through customers＇ consistent return, will be the most important subject of a automobile service workshop. This research, on the basis of ＂Service Quality Model＂ and ＂SERVQUAL＂ scale conducted by Parasuraman, Zeithaml and Barry, makes an analysis about the case automobile service workshop＇ s difference in gap 1 and gap 5 of ＂Service Quality Model＂ by questionnaire. That＇ s to say to make an analysis about the difference of the expectation to the service quality between administrators and car owners, make a comparison of what they expect service workshop should offer with their perceptions of the performance of service workshop providing the services and overall satisfaction evaluation. Finally, the study gives some suggestions on the case company according to conclusions of this research expecting to benefit for the service quality advancement and improvement.
出处
《科技管理研究》
北大核心
2010年第A01期274-288,共15页
Science and Technology Management Research
