臺灣顧客滿意指標(TCSI)之先期研究－以遊樂園為例

Pilot Studies of Taiwan Customer Satisfaction Index Model-Amusement Parks

李友錚(Yu-Cheng Lee) ； 鄧肖琳(Hsiao-Lin Teng)

《中華管理學報》 8卷2期 (2007/06) Pp. 1-22

https://doi.org/10.30053/CHJM.200706.0001

摘要

台灣顧客滿意度指標(TCSI)是能評估整體滿意度的國家級品質指標，主要針對顧客從以前至現在對於所購買的產品或服務所感受到的整體滿意度進行量測，而非量測單次消費所產生的滿意度。其適用範圍包括國家、行業、產業及公司，甚至品牌，皆可量測顧客滿意度的分數。本研究是一針對台灣顧客滿意度指標的先行研究，將介紹台灣顧客滿意之模式建構與指標建立，並以遊樂園為先期研究，分析相關顧客滿意度及顧客忠誠度之議題與其關聯。均以問卷調查獲取相關資料，藉結構方程模式(SEM)分析模式之適配度，並找出影響其滿意度與忠誠度之最大效益指標，提供公正客觀的品質指標，並將顧客滿意的相關問題回報，以作為組織提升競爭力的重要參考。研究結果發現，驗證後TCSI模式配適度良好。宏觀上，顧客滿意指標可用以評價國民經濟體系運行品質的好壞，TCSI目前含括了組成60%GDP的44個產業，研究成果未來將可為計算台灣國家顧客滿意整體指標之部份依據。

關鍵字

結構方程模式 ； 台灣顧客滿意指標 ； 遊樂園

並列摘要

Customer satisfaction, the most important task facing the increasingly future incomes of any enterprise, will be the most important profitable index. Taiwan Customer Satisfaction Index (TCSI), the nationwide quality indexes, is to measure the overall satisfaction from customer's historical purchase of goods or experience of service, except the single consumption samples. The field for measurement includes government departments, industries, enterprises and brands etc. This study is the pilot study of the TCSI. The objective of the study is to show the way to construct TCSI model and develop index. The pilot study analyzed the subject of customer satisfaction and customer royalty and the relationship between them, based on the questionnaires' data from customers' historical consumption experience in entertainment parks. SEM is the analysis tool not only to figure out an adequate model but also select out the most efficient index representing both satisfaction and royalty. Macroscopic, the TCSI is capable to appraise the quality of the national economics systematical operation. TCSI expands to 44 different industries in Taiwan whose productions occupy the 60% of the GDP. The study outcome would be the important reference of Taiwan nationwide customer satisfaction in the future.

並列關鍵字

SEM ； TCSI ； Amusement Parks