顧客滿意與營運績效之連結

Linking of Customer Satisfaction and Operation Performance

劉明德(Ming-Te Liu)

《企業管理學報》 61期 (2004/06) Pp. 73-98

摘要

本研究利用分析層級程序法(Analytic Hierarchy Process, AHP)進行顧客滿意評量，依目標客群進行顧客分類，分別探討不同類別顧客的滿意度，再將顧客滿意度視為資料包絡分析(Data Envelopment Analysis, DEA)法之輸出變數，並結合企業輸入資源為輸入變數，運用線性規劃來街量企業相對營運績效。實證部份以四家大型購物中心之顧客為對象，嘗試將不同類別的顧客滿意度、企業的輸入資源為控制變數與購物中心之相對營運績效連結，以驗證企業輸入資源之多寡與顧客滿意度之不同，將影響相對營運績效。經研究結果證明，此種連結方式可驗證企業輸入資源之多寡與顧客滿意度之差異，確實會造成企業相對營運績效之差異。且其輸入資源高者，相對營運績效不一定高，必須視顧客滿意度而定。

關鍵字

分析層級程序法 ； 資料包絡分析 ； 顧客滿意 ； 營運績效

並列摘要

This research utilizes the Analytic Hierarchy Process (AHP) to evaluate the degrees of customer satisfaction. Then, the degrees of customer satisfaction are classified by the objective of customer groups to probe into different classified customers. The different satisfaction degrees of classified customers and the resources of putting into operation will become output and input variables of the Data Envelopment Analysis (DEA) that uses linear programming to measure business relative performance. The customers of four large shopping centers were used to prove the linking feasibility of different satisfaction degrees of classified customers, resources of putting into operation and business relative performance. Through this research, it was found that the difference between resources of putting into operation and satisfaction degrees of classified customers will affect the business relative performance. Beside resources of putting into operation, the results of business relative performance were also decided by satisfaction degrees of classified customers.

並列關鍵字

Analytic Hierarchy Process AHP ； Data Envelopment Analysis DEA ； Customer Satisfaction ； Operation Performance

參考文獻

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