非營利組織顧客滿意模式之研究－以台南捐血中心為例

The Study of Customer Satisfaction Model on Nonprofit Organization: The Case of Blood Donation Center in Tainan

黃俊英(Jun-Ying Huang) ； 林義屏(Yi-Ping Lin) ； 董玉娟(Yu-Chuang Tung)

《Asia Pacific Management Review》 4卷3期 (1999/09) Pp. 323-339

https://doi.org/10.6126/APMR.1999.4.3.08

摘要

非營利組織的行銷觀念及技術在目前台灣社會中有非常良好的發展環境，如何應用行銷的觀念和技術達成其組織目標，是值得國內所有非營利組織重視的。本研究從顧客滿意的觀點，以深度訪問、專家意見及問卷調查等方法，針對國內非營利組織－台南捐血中心進行探索性及驗證性研究，一則利用深度訪問法探討出捐血過程中顧客滿意的決定性因素；二則驗證服務業顧客滿意的理論架構在非營利組織上的適用性。經實証研究後，發現以「有形性」、「信賴性」、「反應力」、「便利性」與「利益性」等五個潛在共同因素及22個觀察變項分別來衡量事前期望服務與實際知覺績效兩個構念，均可得到不錯的信度水準及模式內在品質。有關事前期望服務、實際知覺績效、不確認性與顧客滿意的整體模式研究發現，事前期望服務對實際知覺績效有正向的顯著影響，而不確認性則有負向的顯著影響，但對顧客滿意的影響則未達顯著水準，實際知覺績效對不確認性與顧客滿意皆有正向的顯著影響；不確認性對顧客滿意亦有正向的顯著影響。

關鍵字

非營利行銷 ； 顧客滿意 ； 捐血活動

並列摘要

How to apply the concept and technology of marketing to nonprofit organizations (NPOs) has become highly regarded by all NPOs in Taiwan and is worth further exploring. The study is from the customer satisfaction perspective, using the method of depth interviewing, professional opinion, and questionnaire survey to explore how NPOs make the donor satisfy with their service. The purposes of this research are first of all to find the determinant factors of customer satisfaction in the process of blood donation, and secondly to test the adaptability of customer satisfaction theory in NPOs. The results are as below: The study showed good reliability and internal quality for five latent common factors and 22 observed variables which measure expected service and perceived performance. The expected service has a positive effect on the perceived performance and a negative effect on the disconfirmation. The perceived performance has a positive effect on both the disconfirmation and customer satisfaction. The disconfirmation has the positive effect on the customer satisfaction.

並列關鍵字

Nonprofit Marketing ； Customer Satisfaction ； Blood Donation

參考文獻

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