顧客差異化與滿意度變異之探討-以台灣大學EMBA為例

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

邱怡樺(Yi-Hua Chiu)

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.2010.10739

摘要

哈佛大學教授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。而如何處理服務差異化，是服務性產品是否能夠獲利的關鍵性挑戰。因此Frances提出五種顧客的差異化：來客差異化、能力差異化、付出差異化、要求差異化與主觀偏好差異化。並針對這五種差異化，提出四項因應的策略：「傳統的配合」、「低成本的配合」、「傳統的簡化」以及「變通的簡化」。本研究為驗證Frances理論架構的實證，未來可做為其他企業的參考。

本研究選擇教育產業是為了取得資料的方便性，而選擇台大EMBA則是因為其特性相當適合用來驗證Frances的理論。原因如下：一、根據2008年Cheers雜誌統計，在選擇EMBA課程時，台灣大學為經理人最想就讀的學校。但是在就讀學生滿意度的評鑑中，台灣大學的排名並不突出。因此本研究想要了解，是否課程滿意度的差異化大是來自學生的差異化大。二、與大學部或是碩士班學生相比，EMBA學生的差異化最大，包括在學歷、工作經驗等等。因此本研究認為，台灣大學EMBA相當適合用來驗證Frances提出的理論。

本研究利用問卷調查的方式，總共回收125分。且經過統計檢定後發現，台灣大學EMBA學生有多項差異化，包括來客差異化、能力差異化以及要求及主觀偏好差異化，造成部分課程滿意度的差異化大。

本研究最後根據研究結果以及Frances的四項因應策略，提出若干課程改善之建議。

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

參考文獻

Anderson, E., Fornell, C. and Lemann, D.(1994) “Customer Satisfaction,Market Share, and Profitability：Findings from Sewden,’’ Journal of Marketing,Vol. 58, July, pp.53-66.

Fornell, Claes (1992), “ A National Customer Satisfaction Barometer: the Swedish Experience,” Journal of Marketing, 56 (January), pp.6-21.

Philip Kotler, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan (1999), Marketing management, pp. 42.

Westbrook, Robert A. (1980), “Interpersonal Affective on Consumer Satisfaction with Products,” Journal of Consumer Research, 7 (June), pp49- 54.

Frances X. Frei, Breaking the Trade- off between Efficiency and Service. HBR, November 20