顧客滿意度與忠誠度之關聯性研究 -以某驗證公司為例

The Study on Relationship between Customer Satisfaction and Customer Loyalty-as Applied to a Certification Company

林叔娥(Shu-Er Lin)

指導教授 ： 楊錦洲

中原大學/工學院/工業工程研究所/碩士(2003年)

https://doi.org/10.6840/cycu200300226

摘要

對任何企業而言，滿足顧客的需求，使顧客滿意，是業者經營企業的重要課題。然而有許多研究指出，顧客滿意愈高會提升顧客忠誠度，而顧客的忠誠度的提升則有助於業者創造利潤及促進公司成長。

提升顧客滿意是重要的，而顧客忠誠度更是企業不可忽視的；因此，本研究建立模式，並利用問卷方式進行顧客滿意度與顧客忠誠度調查，探討此兩者間的關係，以某驗證公司為實證案例分析。採用多變量方法的集群分析分別將顧客區隔為不同程度的滿意群和忠誠群，藉此探討兩群組在顧客認知、顧客期望、附加價值、顧客滿意、顧客認知價值、公司形象及顧客忠誠度等七個構面及構面問項進行分析，了解滿意群和忠誠群在構面問項之顯著差異與認知是否有所異同之處；另外在與行業別及公司規模作分析檢定；最後將滿意群和忠誠度群組做交叉比較。

經研究結果發現：
1.不論是滿意群和忠誠群在各構面及構面問項分析，都有顯著差異，唯有在附加價值的構面問項部分顯著。

2.而兩群體在各構面問項的認知異同處，其中低滿意群和低忠誠群與中滿意群和中忠誠群對各問項的認知大致上都相同，而高滿意群和高忠誠群則對各構面之問項有不同的評價。

3.不同滿意群和忠誠群在行業別與公司規模中，只有忠誠度群與行業別有顯著影響

4.在滿意群和忠誠群交叉比對的結果發現，滿意度高的顧客不一定是高忠誠度，而本文高滿意群為高忠誠群比例有45.69%，再以行業別來看，大部分於高科技產業與製造業佔多數。

關鍵字

集群分析 ； 顧客忠誠 ； 服務品質 ； 顧客滿意

並列摘要

For industries, how to satisfy customers’ requirement and satisfaction becomes one of the essential issues in modern corporate operation management. Many investigations suggest that customer loyalty will be affected by customer satisfaction and customer loyalty will help manager to get more high profit and corporate growth.

Customer satisfaction is important, but customer loyalty is more important for industries. The research established model of customer loyalty, analysis on relationship between customer satisfaction and customer loyalty. The thesis takes the certification company as an example in order to discuss the relationship between customer satisfaction and customer loyalty and uses questionnaires and cluster analysis as investigation approach. The satisfaction group and the loyalty group is used to discuss whether the significant influence in dimensions and dimensions item, including the customer perceived quality, the customer expected, the added value, the customer satisfaction, the customer value, the corporate image and the customer loyalty. Then we analyzed business and company scale. Finally, we used intersect analysis on the satisfaction segmentation and the loyalty segmentation. The results of this study include:

1.Whether Satisfaction group and loyalty group have significant influence in dimensions and dimensions item to analysis. There is part significant influence in added value dimensions.
2.The two cluster of customer perceived in dimension item, included low satisfaction group and loyalty group; middle satisfaction group and loyalty group are the same in dimension item. High satisfaction group and loyalty group are different to estimate.
3. In business and company scale, the loyalty group have significantly influence in business.
4. In the satisfaction group and the loyalty group, high satisfaction customer is not necessarily high loyalty. The research’s high satisfaction segmentation reached 45.69% in high loyalty group. The most part of high satisfaction group are high technology industries and manufacturing industries.

並列關鍵字

customer loyalty ； service quality ； customer satisfaction ； cluster analysis

參考文獻

江建良(1995)，服務品質與顧客滿意之探討，企銀季刊，第21卷，第2期，頁36-48。

楊錦洲(2001)，顧客需求與滿意度調查，台灣檢驗科技股有限公司

楊錦洲(2002)，服務業品質管理，品質學會

Anderson, E. W. and Sullivan, M.W., (1993), “The Antecedents and Consequences of Customer satisfaction for Firms”, Marketing Science, pp. 25-43.

Beckwith, H., (1997), Selling the Invisible : a field guide to modern marketing, Warner Books, Inc.