| Summary: | 碩士 === 立德管理學院 === 科技管理研究所 === 93 === The automobile industry is under great competition in Taiwan, nowadays. The sale amount of new cars decade from year to year, not mentioning the comparison with the past. The position of the market has been altered to the buyer. In order to obtain the market share in the industry, all brand name dealers advertise the low-cost. However, with lower capital expense, zero loan interest, car insurance and free-gift offering, the sale of the new car won’t be the main source of company profit. Instead, the post-sale service and maintenance service are truly the two major paths to increase the long-term profit. Only to enforce the post-sale quality to what customer needs and increase the satisfaction level, which by all means to rise up the customer loyalty, the whole infrastructure can be well-run.
Among all the Service Satisfaction Evaluation patterns, the theory advocated in 1985, the Service Quality Level, by Parasuraman 、Zeithaml and Berry, is the most common quoted and adapted one, also called, P.Z.B. Model. This thesis research is under the base of P.Z.B.Model, through the census data to profoundly exam the connection which the Post-Sale Service offered, Service Quality, Product Quality, Price, Customer Satisfaction Level and Customer Loyalty.
The research takes the cars with maintaining request in Sin-Ying Service Factory of Fortune Motors Company as major target, with Purposive Sampling study, dispatching 508 census copies. Totally, 486 copies return, 36 copies invalid, and this makes the valid census copy to 450 pieces .The design of this questionnaire is based on Likert’s five point scale analysis；we do a analysis with SPSS 10.0 ,and the methods we applied for data analysis are credibility analysis ,description statistic analysis ,Factor analysis ,PEARSON correlation analysis and Regression analysis .
The research reveals the following:
1.The ration of turning back to original
Maintaining Shop decades.
2.Aged cars owners are under reluctant will to
walk into the Maintaining shop.
3.Brand-named Maintaining Shop charges more than
the ordinary.
4.Brand-named Maintaining Shop stays higher
service quality.
5.Brand-named Maintaining Shop keeps strict
quality policy.
Post-Sale Service is a potential market to direct profit, and the service directly affects the customers’ opinion to the Brand Name. Post-Sale Maintaining Service has stepped into a better organized industry, under Trust management. To grab more percentage in the market becomes the only way to success, when talking about the staying the industry reputation and better customer-derived value.
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