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

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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.

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