顧客忠誠度模式之建立與案例分析-以某驗證公司為例

The Establishment of Customer Loyalty Model and Its Application

黃佩云(Pei-Yun Huang)

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/cycu200300338

摘要

隨著資訊快速傳遞與消費型態的改變，許多企業皆以「追求顧客滿意」為其經營目標，然而面對環境中新競爭者不斷的加入，只追求顧客滿意度已不足以創造競爭優勢，企業應將顧客滿意度轉換為顧客價值與顧客忠誠度，因此，如何贏得顧客的忠誠度，儼然已成為一個新的課題。
在1970年代以後，國外有關顧客滿意度的相關研究漸漸增加，許多學者開始探討影響顧客滿意度的主要因素以期能提昇企業競爭力，因此陸續提出各種顧客滿意度模式。本研究主要是依據美國顧客滿意度指標(ACSI)與歐洲顧客滿意度指標(ECSI)為參考架構，並參考其他學者之研究結果，提出一個顧客忠誠度模式，並確立其他六個直接或間接影響忠誠度的主要因素。
本研究以國內之檢驗認證業為案例研究之對象，再針對該驗證公司的顧客進行問卷調查。並運用線性結構模式(LISREL)為分析工具，藉以驗證顧客忠誠度模式。期望讓驗證業在評量顧客滿意度與忠誠度時，有一個客觀而準確的模式可供參考。經由實證分析，本研究之結果分述如下：
1.建立評量滿意度的七個構面與衡量指標，並利用線性結構模
式(LISREL)，求出一個完整的忠誠度模式。
2.影響顧客認知價值的關鍵因素：公司形象、顧客認知品質、顧客期望與附加價值。
3.影響顧客滿意度的關鍵因素：顧客認知價值、顧客認知品質以及顧客期望。
4.影響顧客忠誠度的關鍵因素：顧客滿意度與公司形象。

關鍵字

顧客滿意度 ； 線性結構模式 ； 顧客忠誠度

並列摘要

Following rapid information delivery and consumer behavioral changes, many enterprices position〝raise the customer satisfaction〞as the operational goals. However, facing the entrance of new competitiors in the environment, just raising the costomer satisfaction is not enough to create competitive advantage. Enterprices should transform customer satisfaction into customer value and loyalty. Hence, how to gain the customer loyalty has become a new topical subject.
After 1970, the researches about customer satisfaction are increase- ing in the foreign. Many scholars have started on discussing with the drivers of customer satisfaction, and continually proposed several kinds of customer satisfacion models. This research proposed a modified customer loyalty model based on American Customer Satisfaction Index (ACSI), European Customer Satisfaction Index (ECSI) and the research of other scholars. And then define the other six latent variables which direct or indirect influence customer loyalty.
This research is tested across one certification company in Taiwan, and uses the method of questionnaire survey with the customers of the company. Then applying LISREL as the analysis implement to verify and adjust the customer loyalty modle. The conclusion of this research are summarized as following：
1.This research estabishes the seven latent variables and indices used to measure customer satisfaction. And then proposing a completely customer loyalty model by LISREL.
2.The determinants of cutomer perceived value：Image, cutomer perceived quality, and extra value.
3.The determinants of cutomer satusfaction：cutomer perceived value, cutomer perceived quality, and customer expection.
4.The determinants of cutomer loyalty：customer satisfaction and Image.

並列關鍵字

customer loyalty ； customer satisfaction ； and LISREL

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