探討中國大陸台商條碼產業顧客滿意度

The Study of Customer Satisfaction of Taiwanese Barcode Industry in China

王美慧(Mei-Huey Wang) ； 陳瑞龍(Jui-Lung Chen) ； 邱鉅亨(Chi-Heng Chiu)

《品質學報》 13卷2期 (2006/06) Pp. 191-210

摘要

本研究以中國大陸台商條碼產業顧客為探討對象，探討企業市場「顧客滿意度」與「顧客忠誠度」，並以線性結構關係模式分析提出適配結構模式。研究結果發現，該產業顧客認為產品品質、服務品質、價格對顧客滿意度都有顯著正向的影響，尤其服務品質對顧客滿意度有主要且極高的影響，價格對顧客滿意度的影響則相對較低，顯示企業市場顧客對服務品質的要求比對價格更加敏感。研究並發現產品品質、服務品質、價格也透過顧客滿意度對顧客忠誠度有顯著的影響。不同背景廠商對顧客滿意度與顧客忠誠度，以資本額項目具有顯著性，較低資本額群組滿意度較低，應為本身技術層次較低與獲得廠商較少支援有關。廠商其他背景對顧客滿意度與顧客忠誠度則沒有顯著差異。從整體產業策略來看，應特別注重服務品質，以期有效率地獲得最佳的顧客滿意度及顧客忠誠度，而產品品質、價格與服務品質亦有顯著相關，且對顧客滿意度與顧客忠誠度也都有顯著正向的影響。

關鍵字

條碼產業 ； 顧客滿意度 ； 顧客忠誠度 ； 線性結構關係模式 ； 服務品質

並列摘要

Using the Taiwanese barcode industry's customers in China as the research target in the business market, the customer satisfaction and customer loyalty as research using the LISREL to propose appropriate structure model. The results indicate that most of the users in China believe the product quality, customer service and price all have positive direct affect on customer's satisfaction in the barcode industry. One of the biggest influence of customer's satisfaction is service quality, as oppose to the price, which had less impact toward the customer's satisfactory level; therefore, the business market have higher expectation on the service quality than the price. Besides, through the customer's satisfaction, we were able to see the product quality, service quality, and price all have great influence on customer's loyalty. Different vender's backgrounds toward the customer's satisfaction and customer's loyalty have apparent close correlation with the vender's capital. When a vender's capital is low, the satisfactory level will also be low, one of the reason maybe the vender with lower capital does not have the same technology and support from other supplier as the venders with higher capital. Other than the capital factors, there are not apparent factors for the customer's satisfaction and the customer's loyalty. For the business strategy as a whole, we should focus more on the customer services quality in order to gain most customer's satisfaction level and the brand loyalty, but the product quality, and price should not be ignored either because it has close correlation toward the customer satisfaction and customer loyalty.

並列關鍵字

Barcode Industry ； Customer Satisfaction ； Customer Loyalty ； LISREL ； Service Quality

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