滿意度指標之比較與修正

The Comparison and Modification of Customer Satisfaction Indexes

鄭煒才(Wei-Cai Jheng)

指導教授 ： 簡德金

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2008年)

摘要

由於，滿意度指標能具體呈現顧客需求傾向，及作為企業獲利與競爭優勢之重要參考指標。故近年來，有不少學者相繼提出各種指標，並證明該指標的實用性。但本研究發現，過去多達8種不同指標中，各指標雖都有其理論基礎與運用價值，其眾多紛紜的情況，卻讓企業決策者無法順利且有效的選用其中指標，來進行商品品質特性的改善。
為此，本研究將(1)回顧文獻，以掌握學者所提出指標之意涵、運算公式與適用性；(2)比較各指標之間的優缺點差異，以歸納出合理概念，作為建立新量測指標之基礎觀點；(3)發展新量測指標，以端正量測之意涵及提升精確度；(4)提出滿意度改善決策圖，以方便企業決策者輕易掌握改善項目之順位；(5)透過手機之品質特性分析，檢驗各品質特性在不同指標下，改善順位的一致性。
結果顯示，依本研究所提出之新指標，而獲得的改善順位排序，不僅能滿足其他學者的不同理論；相對於過去的8種指標，本研究之新指標具有較佳的穩定性與可信度。而實務運用上，本研究之決策圖不僅能有效呈現各項目的改善順位與差異，更能方便企業決策者進行選擇與確定改善目標。總體而言，相對於過去的8種指標，本研究之新指標具較高之運用價值。

關鍵字

滿意度 ； 量測指標 ； 比較研究 ； 改善順位

並列摘要

Customer satisfaction can substantially present customer demand orientations and serve as an indicator of corporate performance and competitive advantage. In recent years, many indexes have been proposed and empirically validated. However, it has been discovered that there are a total of eight satisfaction indexes available. Although each of them is theoretically grounded and valuable for application, corporate decision makers are still unable to effectively select an appropriate index to improve specific quality attributes of certain products.
Therefore, this study aims to (1) review previous literatures to explore the meaning, algorithm, and applicability of each index; (2) compare the advantages/disadvantages of the indexes to develop a new measurement index; (3) develop a new measurement index to rectify the meaning of satisfaction measurement and enhance accuracy; (4) analyze the quality attributes of mobile phones and test the consistency of improvement priorities across applications of different indexes; and (5) propose a satisfaction improvement decision diagram to help corporate decision-makers easily grasp improvement priorities.
The results show that the improvement priorities derived with the proposed index can not only satisfy various theories proposed by previous researchers but also present better stability and reliability compared with the eight extant indexes. In practical applications, the proposed decision diagram can effectively demonstrate the improvement priority of each item and differences and also assist corporate decision-makers in the choice of improvement directions. Overall, compared with the extant eight indexes, the proposed new index has a higher application value.

並列關鍵字

satisfaction ； measurement index ； comparative research ； improvement priority

參考文獻

1. Anderson, E. W. and Fornell, C., "Foundations of the American customer satisfaction index", Total Quality Management, 11, pp. S869-S882, 2000.

2. Anderson, E.W., Cales Fornell and Donald R. Lehmann, "Customer Satisfaction, Market Share, and Profitability：Findings From Sweden", Journal of Marketing, 58, pp. 53-66, 1994.

3. Anderson, J. C. and Gerbing, D. W., "Structural Equation Modeling in Practice: A Review and Recommends Two-Step Approach", Psychological Bulletin, 103(3), pp. 411-423, 1988.

4. Bagozzi, R. P. and Phillips, L. W., "Representing and Testing Organizational Theories:A Holistic Construal", Administrative Science Quarterly, 27(3), pp. 459-489, 1982.

5. Bagozzi, R. P., "The Self-Regulation of Attitudes, Intention and Behavior", Social Psychology Quarterly, 55(2), pp. 178-204, 1992.