如何利用良好穩固的員工培訓計劃增加客戶體驗管理和服務質素的評估，新加坡航空公司案例研究

An assessment on effective Customer Service Training Program to increase Customer Experience Management and Service Delivery, Case study on Singapore Airlines

10.6342/NTU201700278

羅敏儀

員工培訓 ； 客戶滿意度 ； 員工忠誠度 ； 客戶體驗 ； 客戶服務 ； 航空業 ； Customer Satisfaction ； Customer Service ； Staff training program ； Staff loyaty ； Airlines ； Aviation Industry

臺灣大學企業管理碩士專班學位論文

2017年

碩士

郭瑞祥

英文

優秀的客戶服務是服務行業競爭力的一個重要成功因素，它不僅可以提高客戶滿意度，客戶忠誠度和客戶體驗，還可以有效地提高口碑（WoM），節省公司的時間和金錢。 目前關注客戶服務的大趨勢是客戶體驗管理，大數據分析和客戶關係管理解決方案。我們似乎忽略了創造卓越客戶服務的核心和基本的因素，這些核心因素是員工的態度，員工的忠誠和員工的產品知識。這些核心因素可以促進優秀客戶服務，創造良好的企業文化和形象，為企業打下堅實的基礎,這可以通過良好的員工培訓計劃而實現。 本研究，將利用全球五星級航空公司之一的新加坡航空公司進行，新加坡航空公司以其高標準的客戶服務水平，客戶滿意度，客戶體驗和企業文化而聞名。本研究旨在了解什麼是一個良好穩固的員工培訓計劃，它與正確的員工態度及良好的產品知識，客戶滿意度，客戶忠誠度和客戶體驗的關係，及一個良好穩固的培訓計劃如何將提高員工的忠誠度，降低員工流失率，從而導致更高的客戶服務水平，客戶體驗和更高的客戶滿意度。

Excellent customer services is an essential winning factor in the competitive service industry, it can increase customer satisfaction, customer loyalty and customer experience. Creating a high standard level of customer service can also increase the effectiveness of Word of Mouth (WoM) and by treating the customer right can save the company time and money. Current focuses on customer services are on customer relationship management, big data analysis and CRM solutions. Very often we seem to miss the core and practical components that create excellent customer service in the first place, these core components are staff attitude, staff loyalty and product knowledge of employees. All these core components can assist in laying a solid foundation to excellent customer services, create a good corporate culture and image, which can be achieved by a solid staff training program. This case study will be done on Singapore Airlines, one of the world’s five stars airlines and well known for its high standard of customer services level, customer satisfaction, customer experience and corporate culture. The study will aim to understand what a good solid training program is, its relationship to having the right staff attitude and good product knowledge, which will increase staff loyalty, lower staff turnover rate, and therefore result in higher customer services level, customer experience and higher customer satisfaction.

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