Source: http://etds.lib.tku.edu.tw/etdservice/view_metadata?etdun=U0002-2507201120585300
Timestamp: 2019-04-26 09:46:18+00:00

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英文摘要 Since the matured development of automobile industry, it has always been a capital-intensive and technology-intensity industry, whether if it is found in developed or developing countries, and it is widely acknowledged as one of the indicators that can stimulate economic development of the country. However, with the changes of times the information regarding purchase of vehicle has gradually turned transparent and popular, while consciousness of consumers has, in steps, been enhanced under the context in coping with liberalization of insurance rate as well as with competition and promotion of bank loan. In fact, the sale of automobile industry has integrated from diversified sale of new car, sale of second-handed car component installation, bank loan, insurance rental, and after-sale service into one-window service. With excessive competition of automobile brands, it has further indicated the importance service for car brand, so that automobile industry can be taken as part of the service industry.
This study will base on the dealing customers of Mercedes-Benz in metropolitan Taipei as its sampling subjects. Based on the information provided by the salesperson of the brand, the salesperson has a total of 50 customers with his involvement in the business for two and half years, and it is why the total of the population will be 50 persona. As a whole, 50 copies of questionnaires are dispatched, with 45 copies being retrieved, and the retrieval rate is 90%. In deduction of 3 copies of questionnaires that are filled incomplete, valid questionnaires are found to be of 42 copies, with valid questionnaire rate as 93.3%. This study has made use of SPSS and Microsoft Excel statistic package software as its analysis tools, while methods of information analysis are (1) frequency distribution, (2) T-test, (3) means analysis, and (4) importance-performance analysis. This study has found that customers have regarded their safety confidentiality, accuracy, commitment, and rights rather highly, and would hope that the car company can render with sincerity, professionalism, and comprehensive service to hand or resolve the problems of customers. The study has also discovered that items of these problems are mostly about concern and accuracy, showing that Mercedes-Benz has offered sufficiently regarding the item of concern, and it has also failed to accurately provide the item of diversified service. As indicated from results analysis with this portion of information, the means value for degree of importance and satisfaction from every kind of service attribute rendered by Mercedes-Benz varies greatly, and it is always that the degree of importance has far exceeded degree of satisfaction, showing that customers have showed significant dissatisfaction for the level of service quality by Mercedes-Benz.
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