內外部顧客滿意度之關聯性研究-以臺灣菸酒公司臺南營業處為例

A study analysis on the association between internal and external customer satisfaction: A case study of the Taiwan Tobacco Liquor Corporation in Tainan Business Department

王儒德(Ju-Te Wang)

指導教授 ： 熊正一

台南應用科技大學/管理學院/商學與管理研究所/碩士(2009年)

摘要

摘要
本研究著重在於了解並分析臺酒公司內部員工以及外部顧客，對於臺酒公司的認同感、滿意程度及期望。本研究是以問卷方式，針對臺酒公司內部員工和外部顧客進行問卷，目的在於對臺酒公司內外部顧客兩方面進行現況評估及探討，以期能彼此瞭解需求營造互信、互利效果。外部顧客問卷調查部分是期望瞭解客戶對臺酒公司服務的需求及期許程度，而內部顧客問卷部分則想了解臺酒公司內部員工，對於其工作的滿意程度的一些看法，也會針對所做的兩部分顧客調查 探討結果進行分析，同時對於優點能夠加以維持或更進一步擴大成果；另外，對於改善及不足的部分，進行檢討及改正的作為。期望在對外及對內兩方面進行分析或調整後，對臺酒公司整體的經營績效以及服務品質均有相當程度的提升。
關鍵字：顧客關係、服務品質、顧客滿意度、工作滿意度、問卷調查。

關鍵字

顧客關係 ； 服務品質 ； 顧客滿意度 ； 工作滿意度 ； 問卷調查。

並列摘要

Abstract
The study emphasizes on the understanding and the analysis on the identification, satisfaction and expectations from the internal employees and external customers of Taiwan Tobacco and Liquor Corporation with regards to the abolition of monopoly to restructuring into a company. The study adopted questionnaire survey on the internal employees and external customers of Taiwan Tobacco and Liquor Corporation, with the objectives of conducting assessment and exploration on the current condition the company’s internal and external customers and in attempt to mutually understand the needs of each other and create mutual trust, benefit and win-win situation. The questionnaire survey with regards to external customers aims to understand the needs and degree of expectation from the customers for Taiwan Tobacco and Liquor Corporation, while the internal customer questionnaire survey aims to understand the views on job satisfaction from the internal employees of Taiwan Tobacco and Liquor Corporation. The study also conducted analysis on the exploration results on the two customer surveys, which either maintains or further expands the effect of advantages; for the insufficient parts or parts require improvement, actions of review and correction will be taken. The study expects the overall management performance and service quality on Taiwan Tobacco Liquor Corporation will result in relative degree of enhancement after undergoing analysis or adjustment on the internal and external aspects.
Keywords: Customer Relationship Management, Service Quality, Customer Satisfaction, Job Satisfaction, Questionnaire Survey.

並列關鍵字

Customer Relationship Management ； Service Quality ； Customer Satisfaction ； Job Satisfaction ； Questionnaire Survey.

參考文獻

參考文獻

中文部分

1. 王育英、梁曉鷹譯(2000)，體驗行銷。台北市：經典傳訊文化。

2. 安訊資訊系統公司(1999)，整合企業經營策略與顧客關係管理。

3. 余欲弟譯(2001)，服務行銷。台北市：經典傳訊文化。