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博碩士論文 etd-0712110-173151 詳細資訊
Title page for etd-0712110-173151
論文名稱
Title
台灣區賓士汽車服務品質與滿意度之研究
The Study of the Mercedes-Benz Automobile Customer to Service the Quality and the degree of Satisfaction Research, in Taiwan Area.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
76
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2010-06-13
繳交日期
Date of Submission
2010-07-12
關鍵字
Keywords
服務品質、顧客滿意度、永續經營
The Manner is zealous, Specialized, Continues forever to manage
統計
Statistics
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中文摘要
中文摘要
本研究係採用問卷調查方式進行台灣區賓士汽車顧客服務品質與滿意度之研究,以購買賓士汽車之消費者為研究對象,並以SPSS Windows12.0 中文版本進行資料之分析。本研究問卷共發出250份,扣除無效問卷9份,有效問卷為241份,回收率為96.4%,分析內容陳述如下。
一、服務品質與滿意度獨立樣本檢定
(一)在服務品質滿意度上,在性別分佈上,男性與女性對服務品質與滿意度問項上,亦即性別不同,在服務品質與滿意度上均無顯著差異;(二)在服務品質與滿意度上,在年齡分佈上,45-55歲年齡層對服務品質與滿意度比其他年齡層高,在服務品質與滿意度上有顯著差異;(三)不同居住地區顧客對服務品質與滿意度上,在不同居住地區分佈上,「北區」顧客對服務品質與滿意度比其他區域層高,在服務品質與滿意度上有顯著差異;(四)在服務品質滿意度上,在教育程度年分佈上,大學程度對服務品質與滿意度比其他教育程度高,在服務品質與滿意度上有顯著差異;(五)家庭每月收入顧客對服務品質與滿意度上,在家庭每月收入分佈60000元以上,顧客對服務品質與滿意度比其他每月收入層高,在服務品質與滿意度上有顯著差異。
二、 服務品質與滿意度分析結果
(一)在服務品質程度方面,顧客在整體服務品質上排序前三名的題目是「賓士汽車公司的服務人員穿著整齊優雅的服裝」M=4.817 為最高,其次依序為「賓士汽車公司服務人員會快速的處理顧客的抱怨行為」M=4.805、「賓士汽車公司服務人員不會因為太忙而忽略了顧客的需求」M=4.775等。
(二)在滿意程度方面,顧客在整體滿意度上排序前三名的題目是「賓士汽車公司擁有現代化設備(包含:儀器設備等)」M=4.508 為最高,其次依序為「賓士汽車公司能提供顧客最佳的售後服務。」M=4.475、「賓士汽車公司的服務人員保持親切、熱忱的服務態度」M=4.468等。
本研究結果發現;顧客對於賓士汽車服務人員的專業知識滿意度上較為不滿意、其次賓士汽車公司服務人員不會主動協助顧客解決問題,顯示賓士汽車公司在這些方面仍有改善的空間。

關鍵詞:服務品質、永續經營、顧客滿意度。
Abstract
Abstract
This research is selects the questionnaire survey method to carry on the Taiwan area Benz automobile customer to service the quality and the degree of satisfaction research, take purchases consumer of the Benz automobile as the object of study, and Chinese edition carries on analysis the material by SPSS the Windows12.0.This research questionnaire altogether sends out 250, deducts invalid questionnaire 9, the effective questionnaire is 241, the returns-ratio is 96.4%, the analysis content statement is as follows.
一、service quality and degree of satisfaction independent sample examination
(一)In the service quality degree of satisfaction, in the sex distribution, the male and the female to the service quality and the degree of satisfaction asked on the item, i.e. the sex is different, in service quality and degree of satisfaction not remarkable difference
(二)In the service quality and the degree of satisfaction, in the age distribution, 45-55 year old of age level to the service quality and the degree of satisfaction compared to other age building store height, has the remarkable difference in the service quality and the degree of satisfaction
(三)The different housing area customer to in the service quality and the degree of satisfaction, in the different housing area distribution, “north the area” the customer to the service quality and the degree of satisfaction compared to other region building store height, has the remarkable difference in the service quality and the degree of satisfaction
(四)In the service quality degree of satisfaction, in the education level year distribution, the university degree is higher than to the service quality and the degree of satisfaction other education level, has the remarkable difference in the service quality and the degree of satisfaction
(五)The family each month of income customer to in the service quality and the degree of satisfaction, above the family each month of income distribution 60000 Yuan, the customer to the service quality and the degree of satisfaction compared to other each month of income building store height, has the remarkable difference in the service quality and the degree of satisfaction
二、Service quality and degree of satisfaction analysis result
(一)Before the service quality degree aspect, the customer sorts three topics in the whole service quality is “the Benz car company's service personals is putting on the neat graceful clothing” M=4.817 is highest, next for “the Benz car company service personnel could the fast processing customer's complaint behavior” M=4.805, “the Benz car company service personnel not be able in order because of too busy to neglect customer's demand” M=4.775 and so on.
(二)Before satisfaction aspect, the customer sorts three topics in the overall degree of satisfaction is “the Benz car company has the sophisticated equipment (to include: The instrumentation equipment and so on)” M=4.508 is highest, next is in order “the Benz car company can provide the customer the best post-sale service.” M=4.475, “the Benz car company's service personals maintain kindly, the zealous service attitude” M=4.468 and so on.
This findings result; The customer regarding in the Benz servicing of car personnel's specialized knowledge degree of satisfaction unsatisfied, next Benz car company service personnel cannot assist the customer to solve the problem on own initiative, demonstrated the Benz car company still had the improvement space in these aspects.

Key word: Specialized, Continues forever to manage, The Manner is zealous
目次 Table of Contents
目 錄
中文摘要 I
英文摘要 II
誌 謝 詞 IV
目 錄 V
表 目 錄 VII
圖 目 錄 X
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究問題 2
第四節 研究假設 2
第五節 研究範圍與限制 2
第六節名詞操作性定義 3
第二章 文獻探討 4
第一節 賓士汽車的歷史 4
第二節 賓士汽車標誌的演變 6
第三節 服務品質 7
第四節 顧客滿意度 9
第五節 服務品質、顧客滿意度間之關係 10
第六節 滿意度之研究與服務品質相關性 10
第三章 研究方法 18
第一節研究架構 18
第二節研究流程 22
第三節研究對象與工具 23
第四節研究期程 24
第五節研究資料處理與分析 25
第四章 資料分析 26
第一節 信度分析 26
第二節 假設性檢定之人口統計背景變項分析 29
第三節 描述性統計分析 31
第四節 假設性檢定之T檢定與單因子變異數分析 35
第五章 結論與建議 54
第一節 研究結論 54
第二節 後續研究建議 56
參考文獻 58

參考文獻 References
參考文獻
中文部份
李元墩、林明煙(1999),「品質管理」,復文書局,頁493-496。
李安悌(1994),「Measuring Service Quality A Conceptual Approach to Customer Service 」,勤益學報,12 期,頁107-115。
李青芬(2004)。家長對幼兒托育滿意度之探討-以台北縣市公私立托兒所為例。中國文化大學青少年兒童福利研究所碩士論文,未出版,台北市。
郭靜晃(2000)。兒童福利─兒童照顧方案規劃。台北:揚智。
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英文部份
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Bitner, M.J. and Hubert, A.R. (1994), “Encounter satisfaction versus overall satisfaction versus quality: the customer’s voice,” in Rust, R.T. and Oliver, R.L.(Ed.), Service Quality: New Directions in Theory and Practice, Sage Publications, London, 72-94.
Cardoz, N. (1965). An Experimental Study of customer Effort, Expectation, and Satisfaction, Jonrndl of Marketing Research, 24, 244-249.
Fornell, C., (1992), “A national customer satisfaction barometer: the Swedish experience,” Journal of Marketing, 55, 1-21.
Hunt, H. K. (1977), CS/D Overview and Future Research Direction. The conceptualization and Measurement of Consumer Satisfacitions and Dissatisfaction. Hunt, H. Keithed. Cambridge, Marketing Science Institute, 20, 60-75
Howes, C., Stewart P. (1987), parental choice of self care for school-age children, Journal of Merriage and the Family, 19, 65-77.
Kolter, P. (1999). Marketing Management. (Millennium Edition),
Englewood, NJ: Prentice Hall.Kolter, Philip, Siew Meng Leong, Swee Hoon Ang and Cjhin Tio
Kolter, P. (1991), Marketing Management, 7th ed.,Prentice-Hall, 455-459.
Oliver, R.L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions,” Journal of Marketing Research, 17, 460-469.
Ostrom, Amy and Dawn Iacobucci, (1995),“Consumer Trade-Offs
and the Evaluation of Services”, Journal of Marketing,59(January), pp.17-28.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985),“A conceptual model of service quality and its implications for future research,” Journal of Marketing, 49,41-50.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1994), “Reassessment of expectations as a comparison standard in measuring service quality: implications for further research,” Journal of Marketing, 58, 111-124.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1994), “Alternating scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria,” Journal of Retailing, 70, 201-230.
Price, L., E. J. (1995). Arnould and patrick tierney, going to extremes : Managing service encounters and assessing provider performance. Journal of Marketing, 59, 83-97.
Rosenberg, A. C. (1976). Service Industry Qc-Is the challenge being Me., Quality Progress, 23, 34-35.
網路引用:http://www.mercedes-benz.com.tw
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