| Summary: | 碩士 === 華梵大學 === 工業工程與經營資訊學系碩士班 === 100 === The purpose of this study is to understand the satisfaction of vehicle service industry in Taipei area. Grounded by theory of SERVQUAL model, the author categorized service quality into five items, which are guarantee, caring, reaction, reliability, and visibility. Based on these five service quality items, the author created a questionnaire, satisfaction of automobile industry service quality, to launch a survey as the research method. Sampling of this survey was 150 customers who drove to Nan Yang automobile industry in Taipei area for maintenance or repair.
The author firstly used descriptive statistics to illustrate the data of participants’ and their cars’ basic information the author had collected from the survey. Then, by Kano Quality Model, the author filtered out unqualified sampling. Finally, the quality function was evaluated viewing quality elements which need to improve.
The result showed that the customer satisfaction rate of vehicle service was located at the improvement needed area in SERVQUAL model and Kano quality model which meant the item of reaction and empathy of service quality in Nan Yang Vehicle industry are two parts that need to improve to increase customer satisfaction. Moreover, result from analysis of Quality Function Deployment showed some quality elements have rooms for improvement which included staff professional ability, listening skill, staff professional training, service efficiency and perspicacity.
IV
Based on the survey results, the author provided improvement suggestions for each improvement-needed item as a customer reaction guide for Nan Yang Vehicle industry. After practicing the suggestions, the rate of the satisfaction has increased 23 percent. The increasing rates perfectly response and improve the most dissatisfaction in this study.
Key words: Vehicle maintenance, Service quality, customer satisfaction, Kano quality model, Quality Function Deploymen
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