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題名：非營利組織顧客滿意模式之研究--以臺南捐血中心為例
書刊名：亞太管理評論
作者：黃俊英／林義屏 引用關係／董玉娟 引用關係
作者(外文)：Huang, Junying／Lin, Yi-ping／Tung, Yu-chuang
出版日期：1999
卷期：4:3
頁次：頁323-339
主題關鍵詞：非營利行銷；顧客滿意；捐血活動；Nonprofit marketing；Customer satisfaction；Blood donation
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(12) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:12
  • 共同引用共同引用:0
  • 點閱點閱:158
　　　　　非營利組織的行銷觀念及技術在目前臺灣社會中有非常良好的發展環境，如何應 用行銷的觀念和技術達成其組織目標，是值得國內所有非營利組織重視的。本研究從顧客滿 意的觀點，以深度訪問、專家意見及問卷調查等方法，針對國內非營利組織－臺南捐血中心 進行探索性及驗證性研究，一則利用深度訪問法探討出捐血過程中顧客滿意的決定性因素； 二則驗證服務業顧客滿意的理論架構在非營利組織上的適用性。經實証研究後，發現以「有 形性」、「信賴性」、「反應力」、「便利性」與「利益性」等五個潛在共同因素及 22 個 觀察變項分別來衡量事前期望服務與實際知覺績效兩個構念，均可得到不錯的信度水準及模 式內在品質。有關事前期望服務、實際知覺績效、不確認性與顧客滿意的整體模式研究發現 ，事前期望服務對實際知覺績效有正向的顯著影響，而不確認性則有負向的顯著影響，但對 顧客滿意的影響則未達顯著水準；實際知覺績效對不確認性與顧客滿意皆有正向的顯著影響 ；不確認性對顧客滿意亦有正向的顯著影響。
　　　　　How to apply the concept and technology of marketing to nonprofit organizations (NPOs) has become highly regarded by all NPOs in Taiwan and is worth further exploring. The study is from the customer satisfaction perspective, using the method of depth interviewing, professional opinion, and questionnaire survey to explore how NPOs make the donor satisfy with their service. The purposes of this research are first of all to find the determinant factors of customer satisfaction in the process of blood donation, and secondly to test the adaptability of customer satisfaction theory in NPOs. The results are as below: The study showed good reliability and internal quality for five latent common factors and 22 observed variables which measure expected service and perceived performance. The expected service has a positive effect on the perceived performance and a negative effect on the disconfirmation. The perceived performance has a positive effect on both the disconfirmation and customer satisfaction. The disconfirmation has the positive effect on the customer satisfaction.
期刊論文
1.Luck, David J.(1969)。Broadening the Concept of Marketing: Too Far。Journal of Marketing，33(3)，53-55。  new window
2.Oliver, Richard L.(1993)。A Conceptual Model of Service Quality and Service Satisfaction: Compatible Goal, Different Concepts。Advances in Service Marketing and Management，2，65-86。  new window
3.Anderson, Rolph E.(1973)。Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance。Journal of Marketing Research，10(1)，38-44。  new window
4.Olshavsky, Richard W.、Miller, John A.(1972)。Consumer Expectations, Product Performance, and Perceived Product Quality。Journal of Marketing Research，9(1)，19-21。  new window
5.黃俊英(1980)。非營利組織的行銷。環球經濟，26。  延伸查詢new window
6.Yi, Youjae(1993)。The Determinants of Consumer Satisfaction: The Moderating Role of Ambiguity。Advance in Consumer Research，20，502-506。  new window
7.Woodruff, Robert B.、Cadotte, Ernest R.、Jenkins, Roger L.(1983)。Modeling Consumer Satisfaction Processes Using Experience-Based Norms。Journal of Marketing Research，24(Aug.)，258-270。  new window
8.Shapiro, Benson P.(1973)。Marketing for Nonprofit Organizations。Harvard Business Review，1973(Sep./Oct.)，223-232。  new window
9.Swan, J. E.、Trawick, I. F.(1981)。Disconfirmation of Expectation and Satisfaction with a Retail Services。Journal of Marketing Research，57(FalI)，49-67。  new window
10.Rosenbaum, Nelson(1984)。The Competitive Market Model: Emerging Strategy for Nonprofit。The Nonprofit Executive，1984(Jul.)，4-5。  new window
11.Mindak, William A.、Bybee, H. Mallcolm(1971)。Marketing's Application to Fund Raising。Journal of Marketing，35(Jul.)，13-18。  new window
12.Nickels, William G.(1974)。Conceptual Conflicts in Marketing。Journal of Economics and Business，26(Winter)，142。  new window
13.Luck, David J.(1974)。Social Marketing: Confusion Compounded。Journal of Marketing，1974(Oct.)，70-72。  new window
14.Garland, Barbara C.、Westbrook, Robert A.(1989)。An Exploration of Client Satisfaction in a Nonprofit Context。Journal of the Academy of Marketing Science，17(4)，297-303。  new window
15.Davies, Mark、Preston, Diane、Wilson, John(1992)。Elements of Not-for-Profit Services: A Case of University Student Accommodation。European Journal of Marketing，12(Jul.)，56-71。  new window
16.Parasuraman, A.、Zeithaml, Valarie A.、Berry, Leonard L.(1994)。Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Future Research。Journal of Marketing，58(1)，111-124。  new window
17.Tse, David K.、Wilton, Peter C.(1988)。Models of Consumer Satisfaction Formation: An Extension。Journal of Marketing Research，25(2)，204-212。  new window
18.Fornell, Claes、Johnson, Michael D.、Anderson, Eugene W.、Cha, Jaesung、Bryant, Barbara Everitt(1996)。The American Customer Satisfaction Index: Nature, Purpose, and Findings。Journal of Marketing，60(4)，7-18。  new window
19.Ostrom, Amy、Iacobucci, Dawn(1995)。Consumer Trade-Offs and the Evaluation of Services。Journal of Marketing，59(1)，17-28。  new window
20.Kotler, Philip、Levy, Sidney J.(1969)。Broadening the Concept of Marketing。Journal of Marketing，33(1)，10-15。  new window
21.Kotler, Philip、Zaltman, Gerald(1971)。Social marketing: An approach to planned social change。Journal of Marketing，35(3)，3-12。  new window
22.許士軍(19800500)。非營利事業行銷。國立政治大學學報，41，1-17。  延伸查詢new window
23.Spreng, Richard A.、Mackenzie, Scott B.、Olshavsky, Richard W.(1996)。A Reexamination of the Determinants of Consumer Satisfaction。Journal of Marketing，60(3)，15-32。  new window
24.Cardozo, Richard N.(1965)。An Experimental Study of Customer Effort, Expectation, and Satisfaction。Journal of Marketing Research，2(3)，244-249。  new window
25.Oliver, Richard L.(1981)。Measurement and Evaluation of Satisfaction Processes in Retailing Setting。Journal of Retailing，57(3)，25-48。  new window
26.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
27.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
28.Anderson, Eugene W.、Sullivan, Mary W.(1993)。The Antecedents and Consequences of Customer Satisfaction for Firms。Marketing Science，12(2)，125-143。  new window
研究報告
1.黃俊英、蔡敦浩、高明瑞、國立中山大學中山學術研究中心［執行］(1994)。非營利性組織之行銷--台灣的成功個案 (計畫編號：NSC 82-0301-H110-025)。  延伸查詢new window
圖書
1.Solomon, M. R.(1991)。Consumer Behavior: Buying, Having, and Being。Boston：Allyn and Bacon。  new window
2.Peter, J. P.、Olson, J. C.(1990)。Consumer Behavior and Marketing Strategy。Irwin, IL：Homewood Company。  new window
3.Bennett, Peter D.(1988)。Marketing。New York：McGraw-Hill。  new window
4.張在山(1991)。非營利事業的策略性行銷。授學出版社。  延伸查詢new window
5.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
6.Kotler, Philip(1994)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
圖書論文
1.Day, R. L.(1984)。Modeling Choices Among Alternative Responses to Dissatisfaction。Advance in Consumer Research。Ann Arbor, MI：Association for Consumer Research。  new window
2.Hunt, H. K.(1977)。CS/D Overview and Furture Research Directions。Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction。Cambridge, MA：Marketing Science Institute。  new window
 
 
 
 
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