| Summary: | 碩士 === 中華大學 === 企業管理學系 === 107 === In recent years, under the environment of fierce competition in the automobile sales market, the profit source of automobile dealers has been greatly changed, and different
business strategies must be considered in order to survive. Automobile after sales maintenance and repair has become the focus of automobile dealers' operation and
management, and replaced new car sales as the most important profit source. Due to the rise
of consumer awareness, so that the satisfaction of customer demand is also improved, so the automotive maintenance service industry has also entered a white hot competition, the
relationship between service quality and customer satisfaction will be the automotive
maintenance ser vice factory business indicators.
According to Parasuraman, Zeithaml and Berry (1988)
three scholars put forward the
concept of service quality model of cognitive service quality for customer expectations and
the actual feeling of the comparison of the service as a basic architecture, and a number of
researchers have proposed reference model as the foundation, the research of summing up the measure of service quality and customer satisfaction dimensions, used as the direction of this study.
In this study, automobile owners or drivers in Hsinchu area were selected as objects by questionnaire to explore the relationship between service quality and customer satisfaction.
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