汽車經銷據點體驗創新、服務價值、顧客滿意與再購意願之研究：以台灣汽車廠商進軍大陸市場為例

Abstract

隨著時代的變遷，過去只注重產品功能的消費模式，已經逐漸轉變為注重顧客在消費過程中所獲得的體驗。在此脈絡下，台灣汽車產業進軍大陸市場之經銷據點如何透過體驗創新以建立服務價值，進而增加顧客滿意度及再購意願，將是台灣汽車業者能否在競爭激烈的環境中生存的重要關鍵。所以台灣汽車產業進軍大陸市場之經銷據點要如何藉由體驗創新提升服務價值，增加顧客滿意度，進而得到顧客的再購意願，這正是本研究的主要動機。本研究共收集了359份有效問卷，並以SPSS軟體進行資料分析。研究結果顯示：一、體驗創新對服務價值有顯著影響；二、體驗創新會正向影響顧客滿意度；三、體驗創新會正向影響再購意願；四、服務價值會正向影響顧客滿意度；五、顧客滿意度會正向影響再購意願。

With the changes of the times, the consumption patterns that only focused on product functions in the past have gradually changed to focus on the experience that customers receive in the consumption process. In this vein, how Taiwan's auto industry's sales bases entering the mainland market can create service value by experiencing innovation, thereby increasing customer satisfaction and repurchase intentions, will be the key to whether Taiwan auto companies can survive in a highly competitive environment. Therefore, the main motivation for this study is how Taiwan's auto industry's marketing bases for entering the mainland market will enhance service value through experience and innovation, increase customer satisfaction, and then obtain customers' repurchase intentions. In this study, a total of 359 valid questionnaires were collected and analyzed by SPSS software. The research results show that: First, experience innovation has a significant impact on service value; Second, experience innovation will positively affect customer satisfaction; Third, experience innovation will positively affect repurchase intention; Fourth, service value will positively affect customer satisfaction Fifth, customer satisfaction will positively influence repurchase intention.