產業專用機械顧客滿意度對忠誠度之實證研究

A Study of Industrial Machine of Customer Satisfaction to Customer Loyalty

洪春進(Chun-Chin Hung) ； 陳雍濤(Yung-Tao Chen)

《東海管理評論》 4卷1期 (2002/07) Pp. 135-165

https://doi.org/10.29724/TMR.200207.0006

摘要

顧客滿意是企業追求成長與能否永續經營的主要因素，顧客忠誠是企業競爭的最佳利器。本研究以實證研究方法，探討產業專用機械的顧客滿意度對忠誠度的影響，並分析顧客在「事前對產品的期望重視程度」與「事後對產品使用的滿意程度」二者的配合下，對「顧客整體滿意度」是否能產生相輔相成的效果。本研究以「臺灣區塑膠製品工業同業公會會員名錄」、「臺灣塑膠工業名錄」、及「臺閩地區工廠名錄資料」之廠商為抽樣母體，共發出問卷945份，回收有效問卷203份，有效回收率為21.48%。經統計方法分析，得以下結論：(1)產品品質及後勤支援之滿意度與顧客整體滿意度有顯著的正相關。(2)顧客整體滿意度與顧客忠誠度有顯著的正相關。(3)顧客的移轉態度與忠誠度有顯著相關。

關鍵字

產業專用機 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The customer satisfaction is a main factor for an enterprise in seeking growth and long existence. Customer loyalty is the best weapon for an enterprise in competition. The aim of this research is to discuss the influence of industrial machine of customer satisfaction to customer loyalty, and analyze whether customer satisfaction can have complement effects when influence of customer expectation is included. Questionnaires were mailed to 945 enterprises randomly selected from ”Members list of plastic industrial products association in Taiwan”, ”Members list of plastic industry in Taiwan” and ”Manufacture list in Taiwan and Fuchien area”. 203 valid questionnaires in total were returned, representing a response rate of2l.48%. The results of this research show that: 1) The degree of satisfaction of product quality and logistics are positively related to degree of overall customer satisfaction. 2) The degree of overall customer satisfaction is positively related to customer loyalty. 3) There are significant relationship between customer switching attitude and customer loyalty.

並列關鍵字

Industrial Machine ； Customer Satisfaction ； Customer Loyalty

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