現今的汽車產業中，不僅僅專注於汽車產品的銷售，尤其台灣的就業性質又以服務業為大宗，汽車產業也結合了顧客至上的概念，為顧客提供多元的服務，於是服務人員應該提供何種服務才能滿足顧客需求進而使顧客滿意度提升，是現今汽車服務業所面臨的現實問題。本研究透過相關的文獻探討、企業參訪、問卷發放與次級資料相關參考後，運用學術上的方法進行信度分析，再以迴歸分析法進行後續分析，並且結合IPA重要-表現程度分析了解問卷各題項的象限分布趨勢，然後將問卷與次級資料兩者進行最後的綜合分析，幫助該企業找出問題所在與提升顧客滿意度之建議。由於現今的汽車服務業競爭激烈，且第一線服務人員的服務即代表公司的形象，各種服務的提供深深影響每位顧客之感受與企業的品牌形象與績效，因此本研究將服務管理中「服務」、「服務品質」、「顧客滿意度」、「重要-表現程度分析法」四者納入本研究之焦點，並且以該企業之顧客至上的最終目標進行相關研究，最後的結論提供於該企業做為參考的依據。 In the industry of the service characteristics of Taiwan employee is crucial. The automobile industry is also combined with the concept of customer with a variety of services. The service provider should provide the service to meet customer needs, and then make the customer satisfied. Through the investigation on corporate visits, questionnaire and secondary data, reliability analysis is need to the result of analysis from regression analysis. Importance performance analysis (IPA) is also need to understand the quadrant of questionnaire items. Then, both of the final questionnaires and secondary data for comprehensive analysis can help the company enhance customer satisfaction and solve the service problems. Under fierce competition, of automobile service industry first-line service staff provide a variety of services to affect the customer and brand image and performance. Therefore, the service, service quality, customer satisfaction and IPA are the focus in this study. In this customer oriented research, the service of service personnel can be improved to be the reference in automobile industry.
