- 學位論文
會議環境對顧客價值與顧客滿意度之研究 －以淡水河藍天一號輪船上會議為例
A Study of the Relationships among Meeting Environment , Customer Value, and Customer Satisfaction －Meetings on the “Blue Sky No.1” ship that runs on the Tam-Shui River for Example
摘要
在科技日益發達，生活日趨緊張之時，如何讓團隊運作之功效提升，如何在錯綜複雜的組織中運作，如何了解組織之訴求、目標與有效解決問題，並提出最適當、最明確之決策；或者讓外界知道組織的主題為何、如何推廣出去。而會議就是能促成人與團體與組織間，作有效結合與溝通最重要的形式與方式。 而現在會議型態，也往往由原來辦公室會議（Inside Meeting），推廣到外出至飯店、渡假村等辦公室以外之專用會議室（Outside Meeting），但無論如何，此等皆屬固定且密閉式會議；本研究將述出船上行動式會議（Mobile Meeting），以藍色公路業者好樂好航運公司行駛淡水河上藍天一號輪之船上會議來探討新的會議型態，對顧客體驗價值與顧客滿意度之研究。 經營管理者在進行會議環境規劃時，主要考慮重點便是如何與顧客作有效的溝通，讓顧客的行為與會議環境產生高度的互動，進而影響消費行為與成效。本研究中的「顧客價值」為會議與會者透過行動會議之環境體驗過程，對整體環境產生之主觀認知與事後評價。 本研究與其他相關研究最大的不同點在於將顧客體驗價值用於會議環境上，再研究顧客滿意度等重要概念相互連結，探討不同概念間的因果關係。 本研究對象以藍天一號上會議團體與會顧客為主，透過問卷調查的方式發放400份問卷，並以LISREL統計工具進行實證分析，針對有效問卷對提出之研究假設與因果關係進行分析與探討。欲探討之因果關係如下： 1.會議環境對顧客價值有正向的影響。 2.顧客價值對顧客滿意度有正向的影響。 關鍵詞：會議環境、顧客價值、顧客滿意度
並列摘要
In today’s society. How to enable teams to operate at higher levels of efficiency? How to operate in complex organizations? How to understand the needs and objectives of organizations to solve problems and propose the most appropriate and unequivocal choice during an age of technical advancement and an increasing faster pace of life? How to promote the main theme of the organization to people outside of the organization? Meetings are among the most important activities in linking and facilitating communications among people, groups, and organizations. Many modern meetings have moved from inside meetings in the office to outside meetings in hotels, vacation resorts, or other meeting places that are outside of the office. Regardless, these meetings are still fixed and closed meetings. This research will describe mobile meetings on the “Blue Sky No.1” ship that is operated by Haloha Shipping and runs on the Tam-Shui River, part of the “Blue Highway”, to investigate the new type of meeting so research can be conducted on the value of experience and customer satisfaction. When a manager plans meeting environments, the main issue being considered is how to effectively communicate with customers so that their understanding of the environment will be affected, enabling customers to engage in high level interactions with the mobile meeting environment so their consumption behaviors and outcomes are affected. The “Customer Value” mentioned in this research refers to the subjective understanding and the evaluation after the meeting by the attendees of the mobile meetings that result from interactions with the environment. The main differentiating factor between this research and other research is the application of customer experience on meeting environments, and links to customer satisfaction concepts to discuss the cause and effect of the various different concepts. Subjects in this research consist mainly of customers and meeting groups on the “Blue Sky One”. By applying the survey method, it is expected 400 surveys will be distributed. The LISREL statistical tool is used to analyze the data gathered. The research hypothesis and cause and effect analysis will be conducted on the effective surveys that were returned. The cause and effect analysis to be investigated are as follows: 1.The meeting environment has positive effects on consumer value. 2.Consumer value has positive effects on consumer satisfaction. Keywords: Meeting Environment, Customer Value, Customer Satisfaction.