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題名:應用顧客滿意度與重要性-表現度分析於觀光工廠:考量不同滿意水準
作者:盧淑瓊
作者(外文):LU,SHU-CHIUNG
校院名稱:中華大學
系所名稱:科技管理博士學位學程
指導教授:李友錚
王瑜哲
學位類別:博士
出版日期:2017
主題關鍵詞:顧客滿意度模式觀光工廠產業部分最小平方法重要性-表現度分析服務品質customer satisfaction indextourism factory industrypartial least squaresimportance-performance analysisservice quality
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近年來觀光工廠有顯著的成長,越來越多的觀光工廠開始重視服務品質與客製化服務,將有助於台灣觀光工廠的整體形象和競爭力的提升。因此,找出影響滿意度和忠誠度的關鍵因素是至關重要。然而,業者在衡量遊客滿意度方面正面臨著挑戰,因為缺乏適當的衡量工具。顧客滿意度是成功的關鍵因素,主要取決於第一線服務人員的行為表現。過去研究顯示,企業應將顧客視為資產,且顧客在他們的需求,偏好,購買行為,與對價格的敏感度各不相同。而不同消費偏好的顧客在重要性和滿意度的衡量也會有不同;因此,細分不同客群(如:高滿意/低滿意)將有助於強化分析之結果。為了解決這個問題,我們建議應用顧客滿意度模式 (customer satisfaction index, CSI)和重要性-表現度分析(importance-performance analysis, IPA)工具來分析影響觀光工廠的顧客滿意度和忠誠度的因素。問卷設計方面,主要參考台灣顧客滿意指標模式(TCSI)問卷題項,再以焦點團體訪談之專家建議彙整問卷題項,對北部一家觀光工廠遊客發放問卷,總計回收242份有效問卷,運用部分最小平方法(Partial Least Squares, PLS)進行信、效度檢測、路徑分析及計算顧客滿意度指標等資料分析。其研究結果顯示,認知品質對顧客滿意度因素影響最大。此外,顧客滿意度比形象對顧客忠誠度的影響皆更顯重要。建議觀光工廠管理者可應用台灣顧客滿意度模式進行調查,尤其本研究所提出二個不同滿意水準之CSI模式與IPA方法的結合,能獲取更有用的訊息,實際了解顧客在消費過程中的感受,包含形象、價值、認知品質、滿意度及未來的回遊意願,幫助觀光工廠管理者有效地提高顧客滿意度,以期建立競爭優勢。
Tourism factories have experienced significant growth in recent years, and increasingly more tourism factories have emphasized service quality improvement and customized service, thereby contributing to the overall image and competitiveness of tourism factories in Taiwan. Therefore, identifying the critical factors that determine satisfaction and loyalty is crucial. However, a challenge facing practitioners in measuring tourist satisfaction is a lack of appropriate measurement tools. Moreover, customer satisfaction is the key factor for successful and depends highly on the behaviors of frontline service providers. Customers should be managed as assets, and that customers vary in their needs, preferences, and buying behavior. Customers with different consumption experience preferences can evaluate importance and performance differently; hence, applying different segments could enhance the analysis. To address this concern, we suggest using and integrated and customer satisfaction index (CSI) model and importance-performance analysis (IPA) tool to analyze the customer satisfaction and loyalty of a tourism factory. We surveyed 242 customers served by one tourism factory organizations in Taiwan. A partial least squares was performed to analyze and test the theoretical model. The results show that perceived quality had the greatest influence on the customer satisfaction for satisfied and dissatisfied customers. In addition, in terms of customer loyalty, the customer satisfaction is more important than image for satisfied and dissatisfied customers. The contribution of this paper is to propose two different satisfied levels of CSI models integrated with IPA’s technique to analyze customer satisfaction and loyalty and helps tourism factory managers improve customer satisfaction effectively.
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