不銹鋼金屬建材加工業之顧客滿意度與忠誠度之質性研究－以H公司為例

本研究旨在探討不銹鋼金屬建材加工業之顧客滿意度與忠誠度之質性研究，選取中部地區市場占有率名列前茅之H不銹鋼金屬建材加工業爲研究對象，本研究採取個案研究法，經由相關文獻分析歸納出訪談大綱，並以H公司之廠商爲研究對象進行訪談，成爲研究之資料來源，經由訪談結果，而獲致結論如下：1.顧客對H公司有九點滿意較高者爲1).H公司板材折曲技術精準。2).H公司能適時添購最新精密機器設備。3).H公司產品品質穩定。4).H公司服務品質好。5).H公司送貨速度快速。6).對於接觸H公司之服務人員服務態度及專業知識。7).對於接觸H公司之設計人員專業素養及專業知識。8).H公司產品客製化。9).公司對於客訴能即時回應處理。2.顧客對H公司忠誠度很高由以下兩點可得到支持1).顧客對於H公司產品品質、服務態度很滿意，雖然有時對於價格不是很滿意，還是會選擇到H公司下單。2).訪談結果顯示顧客除了願意增加再購意願外，還提升未來購買額度，進而口碑相傳相互推薦。

關鍵字

質性研究法；顧客滿意度；顧客忠誠度；不銹鋼建築材料

並列摘要

This study used qualitative research method to understand the customer satisfaction and loyalty of industry of stainless steel building-materials. H company was chosen as a target company to be studied due to high market share in center part of Taiwan. The case-studied and literature reviewing research methods were adopted to obtain interview outline. The author used the outlines to interview some major buyers to obtain the conclusions in the following:1. Customers were highly satisfied in nine aspects of the H Company.1). H Company had the precision of panel over technology.2). H Company bought the newest accurate machinery equipment in good time.3). the qualities of products were very stable.4). the quality of service is good.5). H company delivered products fast and without landing.6). the attitudes and professional knowledge of the service people were impressive7). the attitudes and professional knowledge of the designing people were impressive8). H Company produced customers' specialized products.9). H Company responded customers complain efficiently.2. There were two aspects in the results proved that customers had highly loyalty to H company.1). Customers were highly satisfied in products' quality and attitudes of service therefore they would order products from H Company even sometimes prices were higher.2). Customers were willing to purchase more amounts of products from H Company and willing to recommend H Company to others.