2. 文獻回顧與探討
5.3 研究限制及建議
本研究在設計上係參考國內外重要文獻研究成果與專家訪談，以融入相關的 理論基礎與市場現況，以求符合實際現況需求，而研析過程亦力求完整性、客觀 性與嚴謹的態度。惟仍受到下列時間、技術與個人學術等條件的限制，使得研究 結果之實際應用效果仍為有限。
1.問卷設計及衡量上的限制
本研究問卷設計以理論文獻與研究論證為主要依據，並力求問項之完整性且 具解釋性，但為激發受測者完成填答的意願，必須衡量題項文字與題數之適中，
因此需有所取捨，而未能將所有問項全部涵蓋完整。然而因本研究之衡量構面相 當多，還是造成問卷題數偏多的情形。加上本研究係採用李克特七點量表來衡量 受訪者在各相關變數上的認知情形，受測者基於主觀判斷與認知，而且採事後回 溯填答的方式，將可能造成結果的偏差。除此之外，外部顧客之服務品質問卷，
係由個案公司所提供之內部電訪問卷，本研究並對其問卷進行診斷，雖以 SERVQUAL五個構面加以分析，仍然發現此汽車產業所著重的問項為：銷售人 員、銷售接待、硬體設施、書面作業、交車時間、交車過程、售後追蹤及落實度 表現，調查重點著重在J.D. Power的評分項目，因為J.D. Power是全球汽車業最權 威的專業消費者研究組織，對消費者在進行購買汽車的行為時有一定的影響力，
但在此八個問項中發現，於衡量服務品質上有明顯不足，因為只有問到PZB五大 指標的22部分子題，例如：在有形性中只問及服務設施能否與提供的服務契合，
卻忽略應有現代化的設備、有吸引人的設施外觀、員工應有整潔的服裝和儀容等 的問項，顯示出此現行問卷是為了配合J.D.POWER的評比而設定，而現行的PZB 的服務品質指標，衡量項目不同，值得探究。
2.內部服務品質調查抽樣資料的限制
本研究以汽車銷售從業人員、與顧客和經理人為研究對象，並非以整個企業 組織為單一樣本，故於實證結果推論至汽車銷售產業甚至整個汽車維修、販售、
中古市場之特性時，將可能因受訪人員本身差異而造成誤差，故在後續推論上恐 無法完全代表整個汽車銷售產業之特性。另本研究對於外部服務品質之資料，係 來自個案公司所提供之內部電訪問卷，衡量對象以該公司之顧客為主，許多潛在 顧客無法納入衡量。
3.衡量方式的改進
本研究對各構念所採用的衡量方式係採用公司員工及其顧客的主觀知覺程 度為依據，在後續的研究中對於員工工作績效構面或組織績效構面或許可加入組
織實際的經營績效數據來衡量，例如營收，成長率、市場佔有率等，以減少因為 事後回溯造成的偏差。
4.其他重要衡量構念之考量
本研究所提出之影響服務利潤鏈之構念，係根據大多數學者以往所從事之類 似研究中所曾提及或使用，但隨著不同領域學者不斷加入相關研究，或許尚有其 他更具影響效果之構念沒有放置於研究架構中，可做為後續研究之思考方向。
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