| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 96 === The CSI (customer satisfaction index) of the automobile after-sales service has already become an important indicator in the imported advanced automobile after-sales service industry in Taiwan under the influence of the market structural transition and the growing consumer consciousness,. This research adopta the modified customer perceptions of quality and customer satisfaction model by Zeithaml and Bitner, and builts an assessment method of the automobile after-sales service customer satisfaction through the Panel Regression as well as the Multicriteria Scoring Model. In the processing of the Multicriteria Scoring Model analysis, the deciding of each evaluation factors and their individual weight ratio are crucial to the assessment of results. This research starts from the literature review to decide the assessment factors that customers can perceive. Then convert the existing CSI factors ( Service Initiation/ In-Service Experience/ Service Advisor/ Service Delivery/ Service Quality/ User friendly service/ Problems Experienced) of the case company to the modified Zeithaml and Bitner model factors (Tangible /Reliability /Responsiveness /Assurance /Empathy /Product Quality /Price) according to the operational definition of each questions. Then all 28 workshop CSI score data of the 4 quarters in 2007 are converted in the form of the modified Zeithaml and Bitner model that can produce the flexibility of the Zeithaml and Bitner model 7 factors to overall CSI from the fixed-effect un-restricted Panel regression. In addition, the same converted data can also produce the new weights of the Zeithaml and Bitner model 7 factors to estimate CSI from the fixed effect restricted Panel regression. The afterward combination with the Multicriteria Scoring Model can bring out a clearer view on the weighted scores of each factors as well as their summary that facilitate the assessment of each individual workshop from the benchmark. This study concludes that the assessment factors and their importance sequence for the CSI of the automobile after-sales service of the case company are Product Quality, Responsiveness, Reliability, Empathy, Assurance, Tangible and Price. For best remedial result, individual workshop should focus on the factors that their weighted score deviated from the benchmark most. Action can be taken on key resource redistribution, intensive monitoring & close-loop control, which can always be applied to improve the daily operation.
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