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題名：以直覺模糊集合為基礎界定顧客滿意度：概念化與衡量方法
書刊名：行銷評論
作者：陳亭羽／鄭怡婷
作者(外文)：Chen, Ting-yu／Cheng, Yi-ting
出版日期：2009
卷期：6:2
頁次：頁159-183
主題關鍵詞：顧客滿意度；直覺模糊集合；新計分函數；直覺模糊尺度；Customer satisfaction；Intuitionistic fuzzy set；New score function；Intuitionistic fuzzy scale
原始連結：連回原系統網址new window
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顧客滿意度是企業永續經營、獲利的一項重要指標，本研究利用定義於直覺模糊集合之新計分函數發展顧客滿意度的衡量方法。爲合理描述人類思考的模糊性與複雜性，本研究引用評估函數，並搭配不同的模糊交集與聯集，來處理影響滿意度的連結性屬性及非連結性屬性等問題。爲了處理在直覺模糊集合中人類思維游移不定的程度，本研究引用Liu and Wang(2007)新計分函數中將游移不定程度分爲數種不同的調配方式，來發展顧客滿意度模型，以找出最適衡量顧客滿意度的模型。爲驗證本研究發展模型的正確性與可行性，本研究以大台北地區的影城作爲實證研究目標產業，並發放了以直覺模糊尺度的問卷以及以李克特尺度爲主的問卷來做調查。研究結果發現：本研究成功建立顧客滿意度模型，本模型表現均優於李克特尺度的結果，且可處理連結性屬性與非連結性屬性等問題。
The customer satisfaction is an important performance index regarding enterprise continuous growth and profitability. This study is intended to employ new score functions defined on intuitionistic fuzzy sets (IFS) to develop the measurement method of customer satisfaction. In order to express uncertainty and vagueness in human's subjective judgments, we use the evaluation function, t-norm and t-conorm to deal with conjunctive and disjunction attributes. In addition, we adopt Liu and Wang's (2007) new score functions to handle the degree of hesitancy in decision making processes and construct intuitionistic fuzzy scales to measure respondent's degree of satisfaction. The feasibility and practicability of the proposed models has been examined by an empirical study on Movie theaters. The empirical results indicate that the validity of our proposed method perform better than one of the Likert scale. Furthermore, our models are generalized-purpose methods since they can adjust the parameter values and types of dual t-norms and t-conorms to cope with conjunctive and disjunctive attributes.
期刊論文
1.Chen, S. M.、Tan, J. M.(1994)。Handling multi-criteria fuzzy decision-making problems based on vague set theory。Fuzzy Sets and Systems，67(2)，163-172。  new window
2.Li, F.、Cai, L.、Lu, A.(2001)。Methods of Multi-criteria Fuzzy Decision Making Based on Vague Sets。Journal of Huazhong University of Science and Technology，29(7)，1-3。  new window
3.Gruca, T. S.、Rego, L. L.(2005)。Customer satisfaction, cash flow, and shareholder value。Journal of Marketing，69(3)，115-130。  new window
4.Hong, D. H.、Choi, C. H.(2000)。Multi-criteria fuzzy decision-making problems based on vague set theory。Fuzzy Sets and Systems，114(1)，103-113。  new window
5.Perkins, W. S.(1993)。Measuring customer satisfaction: a comparison of buyer, distributor, and sales force perceptions of competing products。Industrial Marketing Management，22(3)，247-254。  new window
6.Parasuraman, A.、Zeithaml, V. A.、Berry, L. L.(1994)。Reassessment of Expectations as a Comparison Standard in Measuring Sevice Quality: Implications for Further Research。Journal of Marketing，58(1)，111-124。  new window
7.Anderson, E. W.、Fornell, C.、Mazvancheryl, S. K.(2004)。Customer Satisfaction and Shareholder Value。Journal of Marketing，68(4)，172-185。  new window
8.Barsky, Jonathan D.、Labagh, Richard(1992)。A strategy for customer satisfaction。The Cornell Hotel and Restaurant Administration Quarterly，33(5)，32-40。  new window
9.邱志聖、巫立宇、陳仲熙(20010600)。產品知識及來源國形象對顧客滿意度之影響--Elaboration Likelihood Model之理論應用。管理學報，18(2)，185-212。new window  延伸查詢new window
10.吳柏林、曾能芳(19981200)。模糊迴歸參數估計及在景氣對策信號之分析應用。中國統計學報，36(4)，399-420。new window  延伸查詢new window
11.郭德賓、周泰華、黃俊英(20000300)。服務業顧客滿意評量之重新檢測與驗證。中山管理評論，8(1)，153-200。new window  延伸查詢new window
12.Gómez, M. I.、Mclaughlin, E. W.、Wittink, D. R.(2004)。Customer Satisfaction and Retail Sales Performance: An Empirical Investigation。Journal of Retailing，80(4)，265-278。  new window
13.Bitner, Mary Jo、Booms, Bernard H.、Tetreault, Mary Stanfield(1990)。The Service Encounter: Diagnosing Favorable & Unfavorable Incidents。Journal of Marketing，54(1)，71-84。  new window
14.Hansen, R. A.、Deutscher, T.(1977)。An Empirical Investigation of Attribute Importance in Retail Store Selection。Journal of Retailing，53(4)，59-73。  new window
15.Liu, H. W.、Wang, G. J.(2007)。Multi-criteria Decision-making Methods Based on Intuitionistic Fuzzy Sets。European Journal of Operational Research，179(1)，220-233。  new window
16.Atanassov, K. T.(1986)。Intuitionistic Fuzzy Sets。Fuzzy Sets and Systems，20(1)，87-96。  new window
17.Cadotte, Ernest R.、Woodruff, Robert B.、Jenkins, Roger L.(1987)。Expectations and Norms in Models of Consumer Satisfaction。Journal of Marketing Research，24(3)，305-314。  new window
18.Ostrom, Amy、Iacobucci, Dawn(1995)。Consumer Trade-Offs and the Evaluation of Services。Journal of Marketing，59(1)，17-28。  new window
19.Westbrook, Robert A.(1980)。A Rating Scale for Measuring Product/Service Satisfaction。Journal of Marketing，44(4)，68-72。  new window
20.Woodruff, Robert B.、Cadotte, Ernest R.、Jenkins, Roger L.(1983)。Modeling Consumer Satisfaction Process Using Experience-Based Norms。Journal of Marketing Research，20(3)，296-304。  new window
21.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
22.Singh, Jagdip(1991)。Understanding the structure of consumers' satisfaction evaluations of service delivery。Journal of the Academy of Marketing Science，19(3)，223-244。  new window
23.Szymanski, David M.、Henard, David H.(2001)。Customer Satisfaction: A Meta-analysis of the Empirical Evidence。Journal of the Academy of Marketing Science，29(1)，16-35。  new window
24.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
25.Oliver, Richard L.(1981)。Measurement and evaluation of satisfaction processes in retail settings。Journal of Retailing，57(3)，25-48。  new window
26.Westbrook, Robert A.(1981)。Sources of Consumer Satisfaction with Retail Outlets。Journal of Retailing，57(3)，68-85。  new window
27.Wong, A.(2000)。Integrating Supplier Satisfaction with Customer Satisfaction。Total Quality Management，11(4/6)，826-829。  new window
會議論文
1.蕭文峰、溫宏洋、林信惠(1997)。模糊歸屬函數建構之實證性研究。第八屆國際資訊管理學術研討會，(會議日期: 1997/05/30-05/31)。臺北市：國立政治大學。601-608。  延伸查詢new window
2.Hempel, Donald J.(1977)。Consumer satisfaction with the home buying process : conceptualization and measurement。Conference, conducted by Marketing Science Institute with support of National Science Foundation，(會議日期: 1976/04/11-04/13)。Cambridge, Mass：Marketing Science Institute。279-299。  new window
3.Czepiel, John A.、Larry, J. Rosenberg、Akerele, Adebayo(1974)。Perspectives on Consumer Satisfaction119-123。  new window
學位論文
1.王東昇(2001)。台北地區電影影城消費行為之研究(碩士論文)。銘傳大學。  延伸查詢new window
2.林陽助(1996)。顧客滿意度決定模型與效果之研究--台灣自用小客車之實證(博士論文)。國立臺灣大學。new window  延伸查詢new window
圖書
1.吳柏林、楊文山(1997)。社會科學計量方法發展與應用--模糊統計在社會調查分析的應用。臺北市：中央研究院中山人文社會科學研究所。  延伸查詢new window
2.Klir, G. J.、Yuan, B.(1995)。Fuzzy Sets and Fuzzy Logic Theory。Boston, MA：New Jersey：Kluwer Academic Publishers：Prentice Hall PTR。  new window
其他
1.王俊人(2006)。電影院之顧客滿意度探討--台南華納威秀影城與新光影城為例。  延伸查詢new window
2.張幸宜(1995)。北市百貨公司消費者商店印象與購買行為之研究。  延伸查詢new window
3.Atanassov, K. T.(1999)。Intuitionistic Fuzzy Sets。  new window
4.Bitner, M. J., and Booms, B. H.(1981)。Marketing Strategics and Organization Structure for Service Firms。  new window
5.Burillo, P., and Bustince, H.(1996)。Construction Theorems of Intuitionistic Fuzzy Sets。  new window
6.Dube, L., and Maute, M.(1996)。The Antecedents of Brand Switching, Brand Loyalty, and Verbal Responses to Service Failures。  new window
7.Kirwin, P.(1992)。Increasing Sales and Profits Through Guest Satisfaction。  new window
8.Miller, J. A.(1977)。Studying satisfaction modifying models。  new window
9.Oliver, R. L.(1997)。Satisfaction: A Behavioral Perspective on Consumer。  new window
10.Tes, D. K., and Wilton, P. C.(1988)。Model of consumer satisfaction formation: an extension。  new window
11.Zeithamal, V. A., and Bitner, M. J.(1996)。Services Marketing。  new window
 
 
 
 
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