Discussing the Effects of Lifestyle on Customer Service Strategy with Cluster Analysis and Kano Model: A Case Study on Maintenance and Repair of Motor Vehicles

摘要

Services provided by garages present less differentiation in recent years that alternatives in the same trade are increasing. In such a fiercely competitive automobile maintenance market, favorable customer service quality is regarded as one of the key success factors. To satisfy customer demands, it is necessary to understand the service quality required by customers and provide customer services based on such requirements. With Lifestyle as the basis of effective market segmentation and Basic information of consumers as the variables, Cluster analysis is combined to effectively segment the customer characteristics in Maintenance and repair of motor vehicles. Finally, Kano-model, which is different from traditional measurement of customer preference, is applied to concluding the service quality items for Maintenance and repair of motor vehicles, and Quality improvement index is utilized for assisting enterprises in measures for quality improvement or reinforcement so as to create profits. With questionnaire survey, the following conclusions are summarized. 1. With Cluster analysis, the samples are divided into Practice-oriented group and Social-oriented group. 2. Within the 34 quality elements, Practice-oriented group presents 1 Must-be element, 28 One-dimensional element, and 6 Indifference element, while Social-oriented group reveals 4 Must-be quality, 23 One-dimensional quality, and 9 Indifference quality. Most elements appear Two-dimensional quality. 3. With distinct Basic information of consumers, Practice-oriented group and Social-oriented group show significantly different opinions on some quality elements.