北京市汽车维修服务质量的顾客满意度研究

【作者】 高凯宾；

【导师】 李怀斌；

【作者基本信息】 东北财经大学 ， 企业管理， 2006， 硕士

【摘要】 近年来，尽管北京市的汽车消费环境得到总体的改善，但在汽车维修服务质量方面的投诉却有增无减。因此，评价顾客对汽车维修服务质量的满意程度，既可为汽车维修服务企业减少服务失误，开展有效经营提供重要指导，又可为汽车维修行业管理部门制定正确决策提供依据。本文借鉴普拉苏拉曼等人提出的服务质量概念模型的缺口五，从服务营销组合角度，对汽车维修服务活动进行划分，分析不同顾客对期望服务质量、感知服务质量的评价在这些方面是否相同。并对比顾客的期望服务质量和感知服务质量，以其差值判断顾客的满意或不满。相应的提出三个假设。为验证假设，对北京市属八区的50家汽车维修企业所接待的顾客进行问卷调查，共发放问卷500份，回收有效问卷409份。通过对样本资料的统计分析，得出以下结论。(1)不同顾客对服务质量的期望程度的差异性。在服务价格和促销方面，女性顾客比男性顾客期望程度稍高，说明女性顾客倾向于低价格和促销优惠，但并不显著；31～40岁年龄段顾客对服务内容期望较高；工商企业职员对价格期望的分值高即倾向于较低的服务价格，而私营企业主对服务的便利性较为重视；5～8万元年收入的顾客，对服务价格较为重视。总体上，顾客对服务质量的期望分值都在4以上，说明顾客期望得到质优价廉的汽车维修服务。(2)不同顾客对服务质量的感知程度的差异性。随着年龄段上升，顾客对服务设施方面的感知分值增高，说明年长顾客对服务设施环境的评价较高；工商企业职员对服务价格的感知分值低即认为服务价格较高；3万元以下年收入的顾客，对服务人员方面的服务质量感知较低。总体上，顾客对服务质量的感知分值都在3.95以下。(3)顾客对北京市汽车维修服务质量感到不满意。顾客对汽车维修服务质量的期望程度高于感知程度，并且期望与感知之间的差异显著。顾客对“汽车维修零部件”最不满意。更多还原

【Abstract】 In recent years, although the environment of automobile consumption has been improved, but actually the suit about quality increased steadily in the automobile maintenance industry. Therefore, appraising the customers’ satisfaction to the automobile maintenance is important not for the service enterprise to avoid service faults and provide the important instruction in the daily business, but also for the department management to get the correct decision-making for the automobile service.According to the conceptual model of service quality which suggested by Parasuraman, Zeithaml & Berry ,this article will comp art the quality from the service marketing mix, then confirm whether the customers draw different conclusions when they appraise the expected service quality or the perceived service quality. And contrasting customer’s expectation to the perceptions of service quality, judges the customer’s satisfaction or the dissatisfaction by its difference value. Correspondingly three hypotheses will be proposed.The questionnaire was sent to 500 consumers who went to one of the 50 auto repair service firms in eight blocks in Beijing, 409 surveys had completely matched to study. We explored the correlation among constructs and examined three hypotheses by using descriptive statistics, analysis of variance, then draws the following conclusion1. The difference when customers expect service quality.In the service price and the promotion aspect, the female customer’ expectation is slightly higher than that of the male. The female customer favors the low price and the promotion benefits, but that is not certainly remarkable; in the age section from 30 to 40, the customer’ expectation to the service content is higher; The industry and commerce enterprise staff favor to the lower price, but the private business owner cares for the service convenience; customers whose income is from 50,000 to 80,000 Yuan, care for the service price. In the overall, all customers’ score for the service quality expectation is above 4, which shows the customer expect a good service that costs little.2. The difference when customers perceive service quality.With the age section increase, the customers’ score for the service quality perception increase which shows the older favors to the higher appraisal to the servicing environment; The industry and commerce enterprise staff gives low score to perception, namely that the service price is high; customers, whose yearly incomes below 30,000 Yuan, give low score to the service quality influenced by the participants. In overall, customers’ score for the service quality perception is below 3.95.3. The customer feels dissatisfied to the automobile maintenance in Beijing.The customer’ expectation is higher than one’s perception to the automobile maintenance, and the difference between the expectation and the perception is remarkable. The customer is most dissatisfied to the spare part in the automobile maintenance.更多还原