دانلود رایگان ترجمه مقاله ادراک مشتری نسبت به ترکیب بازاریابی خدمات و تعدد استفاده از خدمات اتومبیلی (سال 2014)

ادراک مشتری نسبت به ترکیب بازاریابی خدمات و تعدد استفاده از خدمات اتومبیلی مرسدس بنز، تایلند

Customers’ Perception towards the Service Marketing Mix and Frequency of Use of Mercedes Benz Automobile Service, Thailand

Abstract

This research paper is aimed to examine a relationship between the service marketing mix and customers’ frequency of use of service at Mercedes Benz Auto Repair Centres under Thonburi Group, Thailand. Based on 2,267 customers who used the service of Thonburi Group’s Auto Repair Centres as the population, the sampling of this research was a total of 340 samples, by use of Probability Sampling Technique. Systematic Random Sampling was applied by use of questionnaire in collecting the data at Thonburi Group’s Auto Repair Centres. Mean and Pearson’s basic statistical correlations were utilized in analyzing the data. The study discovered a medium level of customers’ perception towards product and service of Thonburi Group’s Auto Repair Centres, price, place or distribution channel and promotion. People who provided service were perceived also at a medium level, whereas the physical evidence and service process were perceived at a high level. Furthermore, there appeared a correlation between the physical evidence and service process, and customers’ frequency of use of automobile service per year.

1 Introduction

MERCEDES-BENZ is a German automobile manufacturer. The brand ‘Mercedes Benz’ is used for luxury automobiles, buses, coaches, and trucks, with a tri star circle as its logo. Mercedes Benz was entered into the Thai luxury automobile market by the Viriyaphan family and the family was the only dealer of Mercedes Benz in Thailand under the name of Viriyah Insurance, Thonburi Automotive Assembly Plant Co., Ltd. and Thonburi Group. Later, in 1995 the Mercedes Benz Group opened a branch in Thailand under the name the Mercedes Benz Thailand, in order to import Mercedes Benz cars into Thailand [1]. Later, Demler Crysler with a realization of this growing market decided to invest in Thailand for Mercedes Benz import business. The business has been growing along with an increasing demand of the Benz market. This resulted in a joined business between Demler Crysler and Thonburi Automotive Assembly Plant Co., Ltd. ninety percent of the parts are imported by Demler Crysler and assembled, using Complete Knock Down (CHD) model, by Thonburi Automotive Assembly Plant in order to build cars for the market. This can boost sales revenue and respond to the demands of the market. The survey report of Thonburi Group revealed that there were 250 orders of passenger cars during 2010- 2011. The demand of Mercedes Benz passenger cars has presented a gradual growth, pushing the company into the condition that its production capacity cannot cope with the rising demand [2]. In order to expand Mercedes Benz market in Bangkok, another five branches of service and auto repair centres were established in order to respond customers more quickly and effectively. Furthermore, Demler Crysler announced an adjustment to its policy based on the concept of Economy of Speed. The corporation has the policy of improvement of pre and after sale services, as well as increasing more trainings for its dealers, for instance, in terms of resetting service teams in a more systemized management style, training for technicians to have more understanding and skill in how all the engines of Mercedes Benz models work, training for service staff in how to provide customer service with high effectiveness and quality. Currently, the Thonburi Group has attempted to push its dealers into the market to deal directly with Mercedes Benz customers. Continuous improvement of its service resulted in Thonburi Automotive Assembly Plant Co., Ltd. being awarded [1].