沒有中文摘要
Abstract
List of Tables
List of Figures
Chapter Ⅰ Introduction 1
Section 1. Research Background and Motivation 1
Section 2. Research Questions 5
Section 3. Thesis Structure 7
Chapter Ⅱ Literature Review 8
Section 1. Customer Satisfaction 8
Section 2. Customer Expectation 13
Section 3. Customer Perceived Quality/Performance 15
Section 4. Customer Perceived Value 16
Section 5. Importance of Customer Satisfaction 17
Section 6. Measurements of Customer Satisfaction 19
CSI Model 19
SERVQUAL 21
Other Measurements of Customer Satisfaction 23
Chapter Ⅲ Research Hypotheses and Methodology 25
Section 1. Research Hypotheses 25
1.1 Research Model 25
1.2 Research Hypotheses 26
1.3 Research Variables 27
Section 2. LISREL Model 31
2.1 Introduction of LISREL 31
2.2 Structural Equation Model and Measurement Model 33
Section 3. Research Design 42
3.1 Research Target and Sampling 42
3.2 Questionnaire Design 42
Section 4. Comparison of Questionnaires 44
4.1 Design of Sales Questionnaire 44
4.2 Data Analysis of Sales Questionnaire 45
4.3 Design of Service Questionnaire 46
4.4 Data Analysis of Sales Questionnaire 47
4.5 Comparison of Lexus and CSI Questionnaires 47
Section 5. Limitations of Research 49
Chapter Ⅳ Data Analysis and Results 50
Section 1. Data Handling 50
1.1 Handling of Sample 50
1.2 Handling of Customer Loyalty Data 50
1.3 Handling of Customer Complaints Data 51
1.4 Handling of Perceived Value Data 51
Section 2. Analyzed Result 53
2.1 Model Estimation 53
2.2. Squared Multiple Correlation 55
2.3 Parameter Estimation 56
Section 3. Hypotheses Test 60
Section 4. Meaning of Data Result 65
Section 5. Summary of Customer Opinions 67
Chapter Ⅴ Conclusion and Recommendations 69
Section 1. Research Conclusion 69
Section 2. Recent Customer Service Effort of Lexus 72
Section 3. Recommendations 74
List of References 76
List of Appendices 79
Appendix 1. CSI Lexus Questionnaire (English) 79
Appendix 2. CSI Lexus Questionnaire (Chinese) 84
Appendix 3. Lexus Original Sales Questionnaire (English) 88
Appendix 4. Lexus Original Sales Questionnaire (Chinese) 93
Appendix 5. Lexus Original Service Questionnaire (English) 97
Appendix 6. Lexus Original Service Questionnaire (Chinese) 102
Appendix 7. Samples of Lexus Questionnaire Data Analysis Result 106 / As the numbers of manufacturers and providers strive to out-do each other, Taiwan is increasingly becoming a competitive market. As the market becomes competitive, traditional norm was for firms to compete on the basis of price. However, firms are realizing that competing on price does not only decrease their profit margins, but it is also very costly to continuously acquire new customers. Therefore, various firms have started to attach more and more importance on improving customer satisfaction to retain current customers.
Lexus is one of those firms, which is striving to increase customer satisfaction level as a way to compete in a very competitive market in Taiwan. With the precious chance to cooperate with Taiwan Lexus, the main purpose of this research is to explore the Taiwanese Lexus system of customer satisfaction by understanding the Customer Satisfaction Index model introduced by Fornell et al. in 1996.
From the research result by employing LISREL model, it was found that for Taiwanese Lexus owners, perceived quality is the only variable directly and positively influencing overall customer satisfaction, although through perceived quality, customer expectation indirectly influences overall customer satisfaction. Further, unlike CSI model, perceived value does not exist as one of the antecedents of overall customer satisfaction. Another important founding was that customer complaints have positive influence on customer loyalty.
In the final section, based on the research results of LISREL model, some recommendations are offered. Mainly, improve perceived quality, for it is the most effective way of increasing the level of customer satisfaction. In addition, based on the findings from the customer opinion section of the questionnaire, improve the product quality of Lexus’ GS model, lower the costs of repair and parts, improve service reliability, attitude of service personnel, and quality of maintenance and repair. Finally, from the discussion with Taiwan Lexus, it was revealed that the importance of customer satisfaction and its concept are not fully accepted by the Lexus dealers. Therefore, along with the effort of improving customer satisfaction of Lexus owners, educating and getting consensus of the dealers are very important for the success of customer service system at Taiwan Lexus.
| Identifer | oai:union.ndltd.org:CHENGCHI/B2002001373 |
| Creators | 戴興夏, Tai, Hsing-Shia |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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