顧客滿意度缺口分析：田口訊號雜音比解析法

Since quality management system being published, the topic of customer satisfaction always becomes the focal point of business. The organization improves the product and service quality unceasingly, to meet the customer's needs and promote the customer satisfaction. However, the diligence is effective or not, it seems to rely on organization grasps the essential quality characteristics in which customers find satisfaction; therefore, these researches of relation between customer satisfaction and quality characteristics are developing vigorously. In general, one of important tools of customer satisfaction analysis ”Gap Analysis (GA)” which is easy to calculate and dig out the weakness of organization in market from surveyed data. All the same, there are some hidden problems in GA method, may lead to make wrong decisions. First, GA uses the mean to analyze directly. Then, it ignores the variance from different customers. Finally, the method assumes that perceived quality attributes are linearity in scales. This paper introduced Taguchi method Signal-Noise (S/N) Ratio in the ordered categorical data to analyze customer satisfaction; consequently, remove the demerits of GA method. Thus, we can provide more effective information to the top management for decision from GA method and S/N Ratio Analysis.

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顧客滿意度缺口分析：田口訊號雜音比解析法

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