本研究旨在探討2002年台灣加入WTO,菸酒專賣制度隨之瓦解,私營酒廠及國際知名酒商對台灣市場,無不抱以高度期待。歷經十年的市場開放後,以青島啤酒為例,運用台灣顧客滿意度指標(TCSI)模式探討顧客在消費過程中,對於青島啤酒印象、顧客期望、認知品質、認知價值、顧客滿意等推導至顧客忠誠,並利用策略矩陣(四分圖模型)尋找提升顧客滿意度之服務品質改進項目,提供具價值的建議給企業參考。 本研究結果發現: 企業形象對顧客期望、企業形象對顧客滿意度、企業形象對顧客忠誠度、顧客期望對品質感受、品質感受對價值感受、品質感受對顧客滿意度、顧客滿意度對忠誠度,呈正相關有顯著影響。而顧客期望對價值感受、顧客期望對顧客滿意度、價值感受對顧客滿意度則無顯著影響。 啤酒為情境或交誼所使用之商品,顧客滿意度來自使用者本身的體驗與感受,應更著重與顧客做「情境溝通」,描述青島啤酒對於交誼的效用,藉以提高顧客對青島啤酒「價值認知」,提升顧客忠誠度。
This study aimed to investigate the 2002 Taiwan''s accession to WTO, Followed the collapse of tobacco monopoly system, Winery and internationally renowned private traders on the Taiwan market, all hold to high expectations. After a decade of post-market opening,A case of Tsingtao beer,the use of Taiwan''s Customer Satisfaction Index (TCSI) Mode of customers in the consumer behaviors,for Tsingtao Brewery impression,customer expectations,perceived quality,perceived value, customer satisfaction etc.. to derive customer loyalty. And looking to enhance customer satisfaction service quality improvement projects by use strategy matrix (Figure quarter model),it is recommended to provide a reference value to the enterprise. The results of the study as following : The corporate image for the customer expectations、the corporate image for the customer satisfaction、the corporate image for the customer loyalty 、the customer expectations for the quality and experience、the quality perception for the value of experience、the quality perception for the customer satisfaction、the customer satisfaction for the loyalty,positive correlation significantly affected. The expectation for the customer value experience、the customer expectations for the customer satisfaction,there was no significant impact on the value perception of customer satisfaction. The beer is situational or fellowship used merchandise, customer satisfaction from the user''s own experiences and feelings, and customers should be more emphasis on doing "situational communication", describing the utility of Tsingtao Brewery for friendship, to enhance customer Tsingtao Beer "perceived value "to improve customer loyalty.