以PA-LV模式探討全面品質管理對於行銷管理與顧客滿意度影響之研究

The Effects of Total Quality Management for Marketing Management and Customer Satisfaction on PA-LV Model

10.7074/YDAJB.201109.0101

陳順興(Shun-Hsing Chen)；吳逸萍(I-Ping Wu)；白鎮國(Chen-Kuo Pai)

全面品質管理 ； 行銷管理 ； 顧客滿意度 ； Total quality management ； Marketing management ； Customer satisfaction

育達科大學報

28期（2011 / 09 / 01）

99 - 128

繁體中文

歷年來有關證券業對於顧客滿意度之研究，大都側重於服務品質能力的定義與SERVQUAL衡量構面為議題。本研究針對中部地區402位券商顧客為對象，主要在於從服務業的角度切入，針對顧客對於券商應達到全面品質管理執行程度的期望，來探討服務業應經由何種全面品質管理的導入，來掌握行銷管理之策略，以提升顧客滿意度，來探討證券業者推行全面品質管理對於行銷管理與顧客滿意度之影響。本研究透過多變量分析，經由LISREL 8.51實證結果發現：1.經營理念、產品設計、品質資訊、流程管理對行銷管理有正向的影響。2.授權、產品設計、品質資訊、對顧客滿意度有正向的影響。3.行銷管理對顧客滿意度有正向的影響。最後，依據本研究結論給予業者與後續研究建議。

The government has positively carried out the financial liberalization and relieved many monetary control measures on a large scale. When the market transforms into a buyers' market, serving the entrepreneurs facing the homogenous highly competitive situation, it should provide a kind of enterprise value to attract customers' attention. Over the years, the related securities firms' research regarding customer satisfaction, mostly stresses the service quality ability definition and the SERVQUAL weight dimensions as a subject. This study takes the cities of Hsin-Chu and Miao-Li and its 402 customers of the securities firm as an object, by the structural equation model, discovered by way of the LISREL 8.51 real case study results. 1. Managerial philosophy, product design, quality information and process management is significantly positively correlated with marketing management. Empower, product design and quality information has a significant positive influence on customer satisfaction. Market management is having the influence of which customer satisfaction is related.

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