Do Happier Customers Generate More Profits? An Analysis of Customer Contribution in a Bank

顧客滿意導致企業獲利？銀行顧客貢獻度之分析

吳雅鈴(Ya-Ling Wu) ； 尚孝純(Shari S. C. Shang)

《Asia Pacific Management Review》 18卷4期 (2013/12) Pp. 391-406+III

https://doi.org/10.6126/APMR.2013.18.4.03

摘要

為了了解顧客滿意度對於企業獲利之影響，本研究發展出顧客貢獻度之架構，以探討產品／服務品質、顧客滿意度、顧客資產以及顧客貢獻度之關係。然而，囿於資料蒐集不易之故，顧客貢獻度的影響因素研究付之闕如，故本研究欲建立顧客滿意度及顧客貢獻度之關聯模式。本研究首先針對個案銀行進行滿意度問卷調查，進而再比對373份有效問卷之客戶於資料倉儲中顧客資產和貢獻度等個人資料，以進行分析顧客之實際交易行為。本研究有二大主要發現：（一）顧客於產品或服務上的滿意度對其貢獻度沒有顯著影響；（二）顧客屬性（如：資產）對其貢獻度有顯著地正向影響。此研究發現顯示顧客滿意度只是企業獲利的基本條件，銀行欲追求更高的顧客貢獻度，應針對不同屬性的客戶，提供不同需求的滿意產品和服務。因此，期望管理者能依據本研究所發展顧客貢獻度之架構，制訂出具體的管理計畫，並有效率地提昇企業利益。

關鍵字

產品品質 ； 服務品質 ； 顧客滿意度 ； 顧客資產 ； 顧客貢獻度

並列摘要

Despite the debate over whether customer satisfaction enhances business benefits, due to difficulties in data collection, little research has investigated the direct impact of customer satisfaction on customer contribution. With special permission from a bank, this study examined 373 valid bank customer samples of individual customer product/service satisfaction and their related contributions to the bank. Major findings are that the customer satisfaction, be it with the product or services, has no significant influence on customer contribution. Individual attributes, such as customer assets, however, are significantly related to customer contribution. This finding has implications for the general understanding that the higher the customer satisfaction, the greater the business benefits. Customer satisfaction has become a fundamental target of business practice. Banks that desire to increase and sustain customer contribution should pay specific attention to different customer attributes and provide satisfying products and services to fulfill customer needs.

並列關鍵字

Product quality ； service quality ； customer satisfaction ； customer assets ； customer contribution

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