研究結果發現： 1. 消費者普遍對於這十四項產品屬性給予相當高的重視度。2. 根據均數分析，找出五項顧客最重視的產品屬性。3. 消費者對十四項機油產品屬性的重視度與滿意度之間存在顯著的差異。4. 依據重要程度—績效分析來看，顧客在五項產品屬性上的評價是具有競爭優勢，僅有一項產品屬性為首要改善的，列為次要改善的有五項，資源錯置有三項。 Coupling the active growing of Taiwan automobile market, the car owner sore emphasized on car maintenance, the demand for car maintenance shop and motor oil are increasing. Due to the fierce competition in Taiwan car motor oil market a further attributes are needed to create the competitive advantage.
The purpose of this research is to investigate the Taipei citizens toward “Shell” motor oil’s importance of product attributes and degree of satisfaction. By using convenience and sampling method, a total of 570 questionnaires were collected from the “Shell” motor oil users in Taipei City.
The research findings are as follows: 1. Consumers are concerned all the fourteen products attributes. 2. From attributes that customers are concerned the most. 3. All customers are having significant difference on degree of importance and degree of importance and performance, customers are ranked five items of all product attributes have competitive advantage. However, there is one item of product attributes needed to improve immediately, five items ranked second and three items are ranked as resource distortion.