| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 104 === Automobile Maintenance Service is traditional industry. There are many technical innovation car equipment and car product in recent years. It can upgrade safety、convenience and capability, but it also increase the difficulty of maintenance. What importance factors do customers really care about? This study specifies the difference between car service and customer demands, and it also provides management reference that define the important factor matching customer demands.
This study apply Delphi Method which publish by Murry and Hommons (1993) to review importance factor with car factory chiefs, and filter out the most importance factors. To make sure identity with professionals, the questionnaire sent to factory chiefs, foreman, receptionist, and it also apply Quartile Deviation which publish by Fahety (1979) and Holden and Wedman (1993) to make sure consistent with professional. The questionnaires are easy comprehensible by using Likert five scale. Considering the region of customer difference, there are three region including North, Midst, South. The questionnaires analysis apply I-S Model which publish by Yang (2003).
The 29 importance factors of customer identity show that the average value are higher than 4.It is difference with the 2 factors of professional .These factors which professional can’t do well is customer really demands. According to descriptive statistics, the reason why customers drive is change from traffic to leisure. There are difference customer demands between genders that can provide useful reference to manager. There are 16 importance factor differences between different regions. This study shows that there are huge technical deviations between Taipei factory technician affect customer satisfactions in Taipei region. Although it is regular chain company in Taiwan, it needs different regional policy to management in different region.
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