室內設計公司服務品質對顧客忠誠度之影響研究
-以台北市住宅設計案為例

有鑑於社會經濟蓬勃發展帶動房市熱絡，人們對於自宅空間的重視度也逐漸成為顯學，住宅裝修需求因此隨之增加。因此，有愈來愈多人投身於室內設計產業。在競爭激烈的狀況下，室內設計業不僅需具備基本的專業知識能力，更需提供顧客優良的服務品質，讓自身在競爭中脫穎而出，讓公司能永續發展，而不輕易被競爭的洪流沖刷掉。本研究旨在探討室內設計師除了目前被認知可提供的專業服務內容外，其需要接受服品質之評估項目，再進而深究如何由顧客的知覺價值、知覺風險、以及滿意度建立起良好關係品質並逐步延伸發展至顧客忠誠度。本研究以台北市為研究範圍，挑選曾經與室內設計師合作過的顧客為訪談對象，並且由相關產學界專家審核訪談內容，最後經由文獻蒐集對訪談結果進行分析。研究結果指出，在第一階段的顧客與設計師洽談初期，設計師表現出的態度比專業常識度要來得重要，設計師的積極度是其中產生變化的影響因素。而在第二階段的施工期，設計師是否有定期將施工進度與狀況提供給顧客也是顧客相當在意的，在施工期間不夠細心覺察顧客需求、無法因應現場臨時狀況提出即時應對方法，就不會讓顧客有良好感受。而在最後的施工完成階段與後續維護，顧客基本上對成果不會有太多疑義，並且在持續有溝通的狀況下，顧客會顯示高度忠誠度。但有忠誠度的意願或實際表現並不代表一定能立即替設計師帶來更多客人，在於室內設計並非像一般民生產品有高度消耗且需頻繁購買的狀況，其是需要長時間累計才會看到的結果。故建議室內設計相關從業人員，與顧客接洽的每一個階段、甚至是後續與顧客保持聯繫，都需謹慎細心以對，為室內設計師締造將來任何可能的接案機會。

關鍵字

室內設計；服務品質；關係品質；滿意度；顧客忠誠度

並列摘要

As the economy has grown extraordinarily in the last several decades, people pay much more attention on the housing market and interior design. Therefore, more and more people devote themselves into the field of interior design. Under the fierce competition, the interior designers not only possess basic professional but also provide fine service quality in order to stand out from the competitors and make the company sustainable. The aim of this study is to explore the professional services that interior designers provide nowadays. Furthermore, the development from the service quality, customer perceived values, perceived risks, customer satisfaction, relationship quality to customer loyalty are concerned in this study. This study proposes customers in Taipei who have cooperated with interior designers as the interviewee, and the interview content are verified by professionals of interior design. The interview outcome are analyzed with literature review. By means of checking cases, this study shows the findings that instead of professional knowledge, the attitude plays the main role in the first step of contacting with the customers. Designers who shows initiative have more advantage to own the case successfully. In the second step, customers pay more attention on whether the designers control the time well as well as provide instant and suitable solutions when facing unexpectable situations. In the last step, customers have less doubts about the outcome of interior design. With constant communications, the customer loyalty is raised. However, customers with cognitive loyalty or action loyalty does not represent more customers will appear instantly. Since the interior design is not like the daily goods that need to be purchased frequently, it takes time to see the outcome. As a result, this study suggests the interior designers need to pay more attention on the connection with customers in every step, every chance comes from good communications and attitudes.