台灣顧客滿意度指標建立之研究－以某一知識型技術服務業爲例

An Study of Taiwan Customer Satisfaction Index in Knowledge Technology Service Industry

10.29770/JTCMT.200809.0006

胡秀媛(Hsiu-Yuan Hu)；李友錚(Yu-Cheng Lee)；彭家琳(Jia-Lin Peng)；陳台英(Tai-Ying Chen)

台灣顧客滿意度指標 ； 結構方程模式 ； 知識型技術服務業 ； Taiwan Customer Satisfaction Index TCSI ； Structural Equation Modeling SEM ； Knowledge-Based Technology Service Industry

台北海洋技術學院學報

1卷2期（2008 / 09 / 01）

53 - 66

繁體中文

台灣高科技產業之發展是整個國家經濟成長之主要動力，也是台灣從勞力密集轉向知識與技術密集產業結構之主要因素。如何把台灣提升到下一境界？就是要靠智慧型的服務業，也就是知識型技術服務。在以顧客為導向的今日社會，顧客滿意指標已成為近幾年各企業界人士常掛在嘴邊的常用語及公司利潤的泉源。近年來有關國家顧客滿意指標模式(National Customer Satisfaction Index Model)的相關研究蓬勃發展，各先進國家目前都正在著手進行研究或已經建立起該國的國家顧客滿意指標之衡量方法與模式，台灣亦不例外。本研究以財團法人某一研究中心在台灣服務之顧客為樣本，進行資料收集，共發出600份問卷，有效回收率為90%。研究資料以結構方程模式(Structural Equation Model, SEM)進行研究分析，研究結果發現形象對顧客期望和顧客忠誠度有正向影響；顧客期望對認知品質有正向影響；認知品質對顧客滿意度及認知價值有正向影響；認知價值對顧客滿意度有正向影響；顧客滿意度對顧客忠誠度有正向影響。另外形象對顧客滿意度必須透過間接效果影響。根據分析結果，本研究對於台灣顧客滿意度指標(Taiwan Customer Satisfaction Index; TCSI)運用於知識型技術服務產業的基本假設模式提出修正模式並做出建議。

Development of hi-tech industry is the key to the economic growth in Taiwan, as well as the main factor for Taiwan to transform her labor-intensive industrial structure into knowledge-intensive and technology-intensive one. How can Taiwan even upgrade herself? It could be realized only by providing intelligent service which is known as Knowledge-based Technology Service. In today's customer-oriented society, customer satisfaction index has become a common phrase used by people in various enterprises, and the source of a company’s profit. In recent years, research on National Customer Satisfaction Index Model boomed. Developed countries have been doing research on the measurement and model of National Customer Satisfaction Index. Some of them even have established the model and index. Taiwan is not an exception. This paper has the customers a juridical person research center serves as the sample and sent out total 600 questionnaires. 90% of them are effective. The data collected are studied and analyzed with Structural Equation Model (SEM). The analytic results show that image has positive effect on customer expectation and customer loyalty; customer expectation has positive effect on perceived quality; perceived quality has positive effect on customer satisfaction and perceived values; perceived values have positive effect on customer satisfaction, and customer satisfaction has positive effect on customer loyalty. However, image does not directly affect customer's satisfaction, but through indirect factors. Based on the results above, this paper proposes modifications and suggestions for the basic assumption model of Taiwan Customer Satisfaction Index (TCSI) applied to the knowledge-based technology service industry.

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