內、外部服務品質與整體顧客滿意度之關係探究

The Relationship of Internal Service Quality, External Service Quality and Overall Customer Satisfaction

10.29999/QM.200710.0013

鄧維兆(Wei-Jaw Deng)；江淑瀅(Shu-Ying Chiang)；蔡志弘(Chih-Hung Tsai)；蔡世傑(Shih-Chieh Tsai)

內部服務品質 ； 外部服務品質 ； 顧客滿意度 ； 重要度績效分析 ； Internal service quality ； External service quality ； Customer satisfaction ； Importance-performance Analysis

品質月刊

43卷10期（2007 / 10 / 01）

52 - 58

繁體中文

在今日激烈競爭的產業環境下，服務業管理者除了極注重外部行銷外，內部行銷也是其極需關切與正視的課題。依服務利潤鏈的觀點，企業若想讓外部顧客對其所提供服務感到滿意，則必須先要讓其內部顧客（員工）滿意。因此內部服務品質、外部服務品質與整體顧客滿意度三者間存有何種關係是值得加以探索研究的。本研究以個案研究方式，運用文獻探討、問卷調查、敘述統計、信度分析、因素分析、相關分析、偏相關分析與重要度績效分析來進行了三者間之關係探索研究與關鍵服務品質屬性之確認。研究結果顯示，三者間皆有正向相關，而內部服務品質關鍵屬性有6項，外部服務品質關鍵屬性有5項。此內、外部服務品質關鍵屬性的提出將可作為個案烘培店改善服務品質時之參考。

Nowadays the internal marketing is an important management issue of service industry besides external marketing. According the viewpoint of Service Profit Chain, the achievement of internal customer(employee) satisfaction is the base for presuming excellent external customer satisfaction. Only when employee feels satisfaction, he/she will deliver high quality service to customer. Therefore, the relationship of internal service quality, external service quality and overall customer satisfaction are needed to discuss. The research results appear that the relationship of internal service quality, external service quality and overall customer satisfaction are all positive relationship. There are six critical quality attributes of internal service quality and five critical quality attributes of external service quality. These critical quality attributes can be used by case study bakery store to improve its internal and external service quality. Furthermore, the business competition advantage can be achieved.

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