來客差異化與滿意度變異之探討-以台灣大學EMBA為例

The Relationship between Arrival Variability and Satisfaction Variability- Illustrated by EMBA Program of National Taiwan University

張嘉文(Chia-Wen Chang)

指導教授 ： 黃崇興

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02906

摘要

Frances X. Frei在2006年11月的哈佛商業評論中提到，顧客的差異化(Variability)會導致最終服務品質的差異化。顧客差異化包含了「來客差異化」、…「要求差異化」、「能力差異化」、「付出差異化」、「主觀偏好差異化」等五種差異化。而如何處理差異化，是服務性產品是否能夠獲利的關鍵性挑戰。針對這五種差異化，Frances提出了四種服務差異化策略，包括了「傳統的配合」、「低成本的配合」、「傳統的簡化」、「變通的簡化」。讓服務業者能針對不同差異化制定不同的策略。
根據Cheers雜誌數年的統計，台灣大學的EMBA課程為經理人最想就讀的學校，但是在就讀學生滿意度評鑑中，台灣大學的滿意度變異很大，且排名並不突出。另一方面，因為設立於台北縣市公司的企業分佈與比其他縣市廣泛，台灣大學EMBA的學員背景有很大的差異化，且工作的性質各不相同，並包含不同產業與階層的經理人。根據這樣的現象，我們認為學員的各項差異化導致了滿意度的變異，在研究的過程中根據台大EMBA的實際狀況和研究的方便性，針對了「來客差異化」、「要求與主觀偏好差異化」、「能力差異化」設計一份問卷，樣本取自台大EMBA入學年度為95至98的四屆學生，共回收125份。
而本研究針對「來客差異化」提出的六項假設，分別在工作年數、工作產業、工作內容方面驗證了假設且具有顯著性。另外，我們也發現滿意度變異和滿意度平均的高度負相關性。我們解釋了部份的顯著原因，並根據Frances的四項差異化策略，給予了台大EMBA建議。
本研究驗證了Frances提出的概念，在服務業中顧客差異化的確顯著使滿意度變異增加，且從不同顧客差異化出發可得到簡便的差異化服務策略。此研究架構不僅適用於教育產業，也可將概念應用到所有的服務業上。

關鍵字

顧客差異化 ； 服務差異化

並列摘要

Professor Frances X. Frei published an article in Harvard Business Review in November 2006.She argued customer variability will result in the variability of final service quality. How to deal with service variability is the key factor to make business more profitable. Hence, Frances proposed five types of variability: arrival variability, request variability, capability variability, effort variability and subjective preference variability. Besides, she proposed four strategies, Classic Accommodation, Low- cost Accommodation, Classic Reduction and Uncompromised Reduction, to solve customer variety. The research is bases on the EMBA program of National Taiwan University (NTU), but it is hoped that the result can be a model for other business to solve customer- introduced variability.
The research chose education industry because it was easier to collect data. And the research chose EMBA program of NTU because it was suitable to prove France’s theory. The reasons are as follows: first, according to Cheers Magazine, when choosing EMBA program, NTU was managers’ first choice. However, the satisfaction of students was not high. Second, compared with college or MBA students, the variety of EMBA students is much higher.
The research used questionnaires to collect data. The research found that customer variety, including arrival, capability and request and subjective variety, was related to the variety of customer satisfaction.
Finally, based on the result of the research and Frances’s theory, the research proposed suggestions to improve EMBA program of NTU.

並列關鍵字

customer variability ； service variability

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