考量顧客滿意度，企業遴選管理活動模式之研究-以台灣製造業為例

A Study for the Model of Business Choice Management Activities Based on Customer Satisfaction– An Example for the Taiwan Manufacturing Industry.

林世閎(Shi-Hong Lin)

指導教授 ： 王正華

共同指導教授 ： 何財能(David Ho)

長榮大學/管理學院/經營管理研究所(博)/碩士(2006年)

https://doi.org/10.6833/CJCU.2006.00092

摘要

摘 要
自從管理學被發展、應用而成為一門專業且被重視的社會科學以後，各種管理活動也隨著時代潮流，陸續被發展出來而被各企業所應用。
在各種管理活動被企業所採用後，各企業所在乎的結果是：成本是否降低、作業效率是否提高、品質是否提昇、交期是否縮短、顧客服務是否更好、訂單是否更多、顧客滿意度是否提高等等。
數十種的管理活動被採用後，有些企業可能也只是一味地隨著世界潮流地實施某些管理活動，卻不知須採用何種管理活動才能有效地達成上述之目的。
雖然全球已有數十種的管理活動被應用，許多文獻中所探討的也都在於某種管理活動與上述之某種目的之關係研究，但是哪些管理活動才能有效地達成上述之目的，卻較少有人研究。
許多文獻也在探討著某種管理活動與顧客滿意度之關係研究，吾人亦知道顧客滿意度的高低所帶來的影響，可能與上述的企業所在乎的結果有關，故管理活動與顧客滿意度間應有著微妙的關係存在。
但是以顧客滿意度為考量目的，哪些管理活動才能有效地提高顧客滿意度的研究並未在論文中被發現，而各種管理活動被企業所採用後，其顧客的滿意度是否就因此提高，是值得吾人來探討的。
故本論文研究方向在於以顧客的滿意度為考量標的，研究探討台灣500 大製造業目前使用管理活動之狀況，哪些最能影響顧客滿意度，並以Borda Function 及模糊層級分析法(Fuzzy-AHP)為統計分析工具，遴選出目前國內製造業使用管理活動之排名順序，作為國內製造業之參考，以期國內製造業能善用這些管理活動，來提高顧客的滿意度，其重要發現如下：
ㄧ、製造業管理活動遴選權重模式之建構
以Bain & Company, Inc. 於2005 的研究調查中，2004 年亞洲常用的14個管理活動當基準，所以共有14 大主遴選構面與56 個次遴選構面；先以專家訪談法調查出專家、學者的意見，再以Borda Function 遴選出台灣製造業常用的7 個管理活動。
二、模糊層級分析於製造業管理活動遴選模式之建立
本研究所建立之遴選模式，具有數理統計基礎，能夠反應決策過程中的模糊性，且以數值形式，提供管理活動整體、或細部遴選資訊，來有效提高決策之品質。
藉由模糊層級分析法之體系，統計分析各主、次遴選構面對顧客滿意度的影響，同時建立比較與連動之基礎，使遴選模式變成可行。
針對台灣500 大製造業的管理階層主管進行問卷調查，再以模糊層級分析法進行分析，以更精確地統計調查出7 個管理活動之主遴選構面及28 個次遴選構面權重。
三、管理活動遴選構面權重值之內涵發現
由管理活動遴選構面權重值之內涵可發現，各遴選構面之相對重要程度，除能提供台灣製造業實施管理活動方向外，也能指出提升顧客滿意度之關鍵重點。

關鍵字：管理活動、顧客滿意度、遴選模式、Borda Function、模糊層級分析法。

關鍵字

管理活動 ； 顧客滿意度 ； 遴選模式 ； 模糊層級分析法

並列摘要

Abstract
Since management science has been developed, applied and became a professional and important social science, various types of management activities also has been developed continuously through the time trend as to be applied by businesses.
While these management activities have been adopted by businesses, the businesses care about the result of whether the cost is decreasing; the operation efficiency or the quality is increasing; the delivery is short; the customer service is better; the purchase orders are increasing; and the customer satisfaction is increasing, etc.
However, it is pity that some businesses do not know which management activities can attain the above targets after many management activities have been used. They just adopt the management activities which used by the majority.
Although there has been many management activities adapted in the world, and the relations between management activities and the above targets have been studied in many literatures; there are few on studying which management activities can effectively achieve those targets.
The relationship between management activity and customer satisfaction were studied in many literatures as well. We also understand that customer satisfaction would influence those targets that businesses care about. Therefore, it has a delicate relationship between management activity and customer satisfaction.
Based on the purpose of customer satisfaction, the research for which management activity can effectively increase customer satisfaction has not been found in theses yet. However, it is worth to explore whether customer satisfaction will increase when these management activities have been adopted by businesses.
So the aim of this study focuses on exploring the management activity in the Taiwan top 500 manufacturing industries based on customer satisfaction. This research used the methods of Borda Function and Fuzzy Analytic Hierarchy Process (Fuzzy-AHP) to analyze the data. Besides, to investigate the rank of management activities for the current manufacturing industries and to use this results effectively to improve customer satisfaction. The findings are listed as below:
1. The major choice system of the manufacturing industries management activities has been constructed.
Based on the 14 common Asian management activities of the study of Bain & Company, Inc. in 2004 (2005), there are 14 main dimensions and 56 sub- dimensions. Firstly, opinions can be made by interviewing experts and scholars. Then, the method of Borda Function can be used to choose 7 common management activities in Taiwan manufacturing industries.
2. The choice model of the Fussy-AHP management activity is developed by Taiwan manufacturing industries.
The choice model of this study was on the basis of mathematics which can reflect the impact causing by fuzzy situations on decision making. Also, it can provide valuable information about the choice of management activities by using numeric form.
Using the system of FAHP model, it can analyze the impact on all dimensions and customer satisfaction, and it shows a correct direction to conduct management activities as well. Therefore, the choice model becomes practicable.
The aim of this study focuses on exploring the management activities for the top 500 manufacturing managers in Taiwan. This research also used the accurate FAHP method to get 7 main dimensions and 28 sub-dimensions.
3. An empirical study was conducted by examining the choice model.
These 7 main dimensions and 28 sub-dimensions can be the references and indications; they also can be the key factors of increasing customer satisfaction in Taiwan manufacturing industries.

Keyword: Management Activity, Customer Satisfaction, Choice Model, Borda Function, Fuzzy Analytic Hierarchy Process (Fuzzy-AHP).

並列關鍵字

Management Activity ； Customer Satisfaction ； Choice Model ； Borda Function ； Fuzzy Analytic Hierarchy Process (Fuzzy-AHP)

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