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題名：企業市場顧客滿意構面之探討：以資訊系統委外發展為例
作者：林東正
作者(外文)：Tung-Cheng Lin
校院名稱：國立臺北大學
系所名稱：企業管理學系
指導教授：方文昌
學位類別：博士
出版日期：2003
主題關鍵詞：企業市場；顧客滿意；資訊系統委外；business market；customer satisfaction；IS outsourcing
原始連結：連回原系統網址new window
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目前已有相當多研究就顧客滿意議題進行探討，然而眾多研究中卻隱然發現尚有部份研究缺口有待進一步探討，其中有關企業市場顧客滿意研究不多，且多處於探索性研究階段；再者顧客滿意有關研究，多著重於探討滿意形成之過程，而缺乏探討顧客滿意構念本身。因此本研究以企業市場顧客滿意構念為研究主題，就其組成構面進行探討，發展出評量量表，並以資訊系統委外業務為實證對象。本研究依顧客滿意定義，認為顧客滿意既然是購後評估，因此由購前至購後之整體歷程，應屬顧客滿意評估範疇之內，並據此發展出顧客滿意評量架構，認為企業市場顧客滿意構念之構面，為二階三因子構念，由互動屬性滿意、實體屬性滿意，及支援服務屬性滿意等三個一階因子所組成。評量題項除彙總相關顧客滿意文獻外，並經兩次專家訪談確認。此外為檢測顧客滿意為二階因子觀點，發展出四個檢測模式。問卷施測對象為企業資訊主管，問卷共計發放1,100份，回收131份。經驗證性因素分析，三個一階因子因子個別衡量模式配適良好。在二階因子模式檢測方面，發現三因子相關之模式，與二階驗證性因素分析模式之配適情形，達合理配適水準，惟三因子間有高度相關，且二階驗證性因素分析模式中，二階因子（企業市場顧客滿意）與三個一階因子（互動屬性滿意、實體屬性滿意、支援服務屬性滿意）間之徑路係數高，顯示三因子間存有企業市場顧客滿意構念之二階因子。實證結果可充分證實本研究所提觀念架構，本研究認為不論消費市場抑或企業市場，顧客滿意之評估均為購後評估，因此由購前至購後之整體歷程，均屬顧客滿意評估範疇，所以二階三因子之企業市場顧客滿意評量架構，可充分反應出企業市場顧客滿意評估內涵，為整體歷程評估概念。就管理意涵而言，由於互動屬性滿意、實體屬性滿意及支援服務屬性滿意，與整體顧客滿意二階因子間存有高度關係，因此為提昇整體滿意，必須三者同時兼具，不僅在承接訂單前與客戶互動要良好外，產品或服務之使用與消費亦需符合顧客之期望，而消費後之售後服務之良窳，亦會對企業市場顧客滿意之評價造成影響。
There are many researches that focus on customer satisfaction currently. However, there are still some researches undiscovered: especially only a few researches discussed about customer satisfaction that involved in the business market sector. Whilst most of researches are on the exposure research stage or focus on the process of satisfaction, but ignore the construct itself, this study aims to focus on the construct of customer satisfaction in business market sector and intends to develop a scale to measure the components by using an empirical research of IS outsourcing.
Customer satisfaction is an evaluation of the post purchase. The analysis should comprise the whole psychological process from pre purchase to post purchase. This study defines customer satisfaction on business market is a second order construct that composed of interaction property satisfaction, physical property satisfaction, and supportive service property satisfaction. The questionnaire is referred to the relevant literature and is confirmed by two times experts interviews. To testify customer satisfaction is a second order construct, this study develops four models to make the comparison. Respondents are the department leaders in the information fields. Questionnaires are mailed to 1,100 executives, and 131 respondents returned. After conducting confirmatory factor analysis, tree-factor measurement model fits well. Among the four-comparison model, the three-factor (correlated) model and second order model fit fairly well. Due to the three first order factor is highly correlated, and the relationship between second order factor and first order factor is high, it is concluded that customer satisfaction in business market is the second order construct.
The empirical result validates a conceptual model. The study suggests that whether it is consumer market or business market, customer satisfaction is the evaluation of post purchase. The second order model can reflect customer satisfaction is a complete evaluation from pre purchase to post purchase. For practical, the result showed the interaction property satisfaction, physical property satisfaction, and supportive service property satisfaction have highly correlation, thus, these three factors must be improved simultaneously. Not only a well interaction should be built before receive an order, but the product or service also has to achieve customer requirements, and the service after post purchase affect the satisfaction, too.
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