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URN etd-0205109-172936 Statistics This thesis had been viewed 5639 times. Download 4514 times. Author You-Hsiang Huang Author's Email Address No Public. Department Information Management Year 2008 Semester 1 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 115 Title The Study of The Impact Service Quality of Car Long-Term Leases on Willingness of Continuing A Contract- By A Car Company for Example Keyword customer loyalty customer satisfaction service quality car lease car lease service quality customer satisfaction customer loyalty Abstract An enterprise often buys commercial car directly in car sales office, as well as service products such as car-related insurance, tax form, regular maintenance and etc. From the purchase of car to purchase of service products, the enterprise must dispose all matters by itself. In order to free the enterprise from such matters, car lease service industry emerges gradually. However, there are only few studies on car lease service quality neither at home nor abroad, and most researches try to analyze the customer relationship management, lease management, and information system application from the angle of the car lease practitioner; few researches focus on the lease service quality and the customer’s willing of continuing a contract. Therefore, this research will discuss the customers’ expectation before leasing the car and their experience and feeling after applying the service, and base on Parasuramen, Zeithamel and Berry(shorted as PZB)’s theory to find out the key factors that can extend the customers’ willing of continuing a contact.
This research mainly tries to find out the factors that influence the long-term car leasing customer’s willing of continuing a contract, through a questionnaire investigation to analyze the leasing customer’s cognition on service quality, thus to analyze the factors influencing the customers’ willing of continuing a contract. It is also hoped to know the differences of long-term car leasing customers’ expectation before leasing the car and their experience and feeling after applying the service, as well as the relation of service quality provided by lease company and the general customer’s satisfaction, and the factors influencing the long-term car leasing customer’s willing of continuing a contract. Therefore, assisted by a long-term car lease company in Taiwan, this research makes a questionnaire investigation on the long-term lease service quality all over the province. In order to understand the leasing customers’ cognition on the service quality provided by long-term lease companies, total 453 questionnaires are distributed and 123 valid questionnaires are recovered; the recovery rate is 27.2%.
Through literature analysis and information collected from lease market, this research analyzes and constructs the research structure of car lease service quality, including service quality, customer satisfaction, customer loyalty, and willingness of continue a contract. This research also applies the empirical research method of questionnaire investigation to discuss the influence of leasing company’s service quality on customer satisfaction, customer loyalty, and willingness of continue a contract. The questionnaires are distributed to the customers of a lease company and get the following conclusions after analyzing recovered questionnaires.
1.According to the customers’ lease experience, they normally have higher expectation on the service quality of enterprises with good image.
2.As for the differences in expectation and actual feeling on service quality, the most obvious aspect is the degree of care, which is felt higher than expected. This means that the customers feel the lease company gives much more care than they have expected.
3.There is a significant relation between the leasing customers’ satisfaction with lease companies and their willing of continuing a contract, as well as between the customer loyalty and willing of continuing a contract. These are both positive influence, meaning that for leasing customers, the higher the customer satisfaction and loyalty, the more possible the willing of continuing a contract.
A lease company does not only need to continuously improve the service quality, but also needs to hear the customer, in order to change the service content and satisfy the customer’s requirements, thus to satisfy the leasing customers. In addition, it is necessary to increase the customer loyalty on the car long-term lease company, establish good enterprise image and service quality, as well as encourage the customer to recommend new customers, increase the possibility of continuing a contract, and increase the competitiveness of the lease industry, so that in the serious competing lease market, the company will not be influenced by the negative climate, but improve the profiting opportunity for permanent operation.
Advisor Committee Shu-Chiung Lin - advisor
Wen-Hwa Liao - advisor
none - co-chair
Files Date of Defense 2009-01-15 Date of Submission 2009-02-05