台灣汽車市場相對於其他區域，具有市場規模比較小、多樣性品牌車種、價格競爭嚴重與促銷活動選擇多樣化的特色。隨著我國加入國際世界貿易組織(World Trade Organization，WTO)後，必須面對進口車關稅與貨物稅逐年降低的競爭與壓力，近年來台灣更面臨經濟成長率下滑、失業率升高及產業外移等因素，新車交易量逐年減少，汽車公司面臨新車銷售不易的窘境。國產車種若想要從這激烈的環境中脫穎而出，不僅要取得非價格之競爭優勢，更要能滿足顧客多元化的需求，真是一大挑戰。
汽車業除了車輛的銷售外，售後服務也是重要的一環。現今是服務業蓬勃發展的時代，顧客導向意識抬頭，因此企業如何審慎檢視與消費者的關係，藉由提高產品品質與服務品質，增加顧客滿意度與顧客忠誠度，形成口碑，進而增加顧客的再購意願，以期獲得更多利潤而能永續經營，此乃本論文所要研究的重點。
本研究以問卷調查的實證研究方式，根據參考文獻設計問卷，針對在國產車商A汽車服務廠保養與維修的車主或駕駛人為實證之對象，探討顧客之知覺價值及汽車業之服務品質來衡量顧客滿意度與顧客忠誠度，以期對國產車商在經營上有所助益。
本研究經實證調查後，重要結論如下:
1.服務品質與知覺價值呈現正向相關，服務品質與顧客滿意度呈現正向相關，知覺價值與顧客滿意度呈現正向相關，顧客滿意度與顧客忠誠度呈現正向相關。
2.在服務品質中，以維修品質與效率影響顧客滿意度最高，其次為正確的服務態度，最後為外觀與設備整潔。

Comparing with other regions, the automobile market in Taiwan have the features of smaller market size, variable brands, serious price cutting, and diversified sales promotion activities. The competition and pressure are coming from the import tariff and commodity tax reduction after joining WTO. Recently, Taiwan has faced the impact of economic grow rate decrease, unemployment rate rise and industries move abroad. The sales volume of the new car reduces year by year. Many car companies are difficult to sell new cars. The domestic automobile companies want to run distinguishingly in the competition environment, it will be a big challenge to keep both the advantages of non-price, and satisfaction of customer’s diversified need.
The automobile industry does not just sell a car, the after-sales service is also an important issue. Today is the service business rapid developing era. Service industry is Consumer-oriented. Consumers become concern about their rights and interests. Industries have to review the relationship between consumer and themselves. Under this circumstance, how to increase product quality and service quality to get customer satisfaction and loyalty, with good reputation to increase customer’s repurchase intention, so that the companies could get more profit and run forever. It is the key issue of the essay.
This research uses the empirical study. It will refer to relate research results to form the structure and questionnaire. The questionnaire was given to the domestic automobile owners or drivers who maintain their cars in A Motors. The correlative study will focus on the effect of perceived value, service quality to evaluate customer satisfaction and loyalty in the automobile industry workshop.
The major results show as below,
1.There is significant relation between service quality and perceived value. There is also significant relation between service quality and customer satisfaction. It has a remarkable effect on the perceived value and customer satisfaction. It also has a remarkable effect on the customer satisfaction and customer loyalty.
2.As for service quality, the relation between technical quality and efficiency with customer satisfaction is highest. The second is validity and service attitude. The third is workshop and equipments neatly clean.

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網路部份
【58】台灣區車輛工業同業公會，台灣車輛工業產值(2010年3月09日)
http://www.ttvma.org.tw/cht/industrial-survey.php#3
【59】A汽車(2010年3月16日)
http://www.sym-motor.com.tw/index_asp.asp