加油站關鍵服務項目重要性及滿意度之探討-以中油及台塑為例

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Title:	加油站關鍵服務項目重要性及滿意度之探討-以中油及台塑為例 Exploring the Importance and Satisfaction of the Key Services in Gasoline Stations- A Case Study on Chinese Petroleum and Chemical Corporation (CPC) and Formosa Petrochemical Corporation (FPC)
Authors:	朱昱縢
Contributors:	國際企業管理學系
Keywords:	核心能耐顧客滿意度管理機會方格競爭矩陣加油站 Core competence Degree of customer satisfaction Management Opportunity Grid Competitive Matrix Grid Gas station
Date:	2017
Issue Date:	2017-08-16 09:31:08 (UTC+8)
Abstract:	本案研究試圖透過台灣的主要能源公司，中油，來探討加油站的核心能耐。此外，根據中油與它最主要的競爭對手(台塑) 做比較，我們將建構中油的管理機會方格及競爭矩陣，(亦即重要-表現同步比較分析)。為了建構加油站的管理機會方格，本研究發展出六個主要構面共三十九項之能耐屬性，以進行歸納及分析。本研究將透過問卷方式，對中油及台塑加油站顧客進行的調查，研究對象以台灣北部的汽機車車主為主，以瞭解顧客對於加油站所提供的各項服務之重要性程度與實際滿意度的認知。本研究結論，顯示加油站的核心能耐與顧客認為高度重要之前十者大服務項目。根據研究結果，提出給中油服務業者擬定策略之參考。 This study attempts to examine the core competence of gas stations through the foremost energy enterprise in Taiwan, which is Chinese Petroleum and Chemical Corporation (CPC). In order to build up CPC’ Management Opportunity Grid (MOG), six major dimensions were identified and thirty-nine attributes items/service attributes were developed and analyzed. Furthermore, a Competitive Matrix (CM), based on the Simultaneous Importance-Performance Analysis (SIPA), was established in order to compare CPC and FPC competitiveness. We conducted a survey through a questionnaire among CPC's customers, particularly owners of cars and motorcycles in the northern part of Taiwan. The data gathered focuses on the importance score and the degree of satisfaction of these groups of customers on the services of gas stations. Besides revealing the core competencies that gas stations could hold; our findings identified the top ten service attributes that score high importance degree, yet low degree of satisfaction. Therefore, our research concluded that CPC, by prioritizing these service attributes, could enhance its service quality and customer satisfaction as well as allow the firm's management to attain competitive advantage.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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