臺灣博碩士論文加值系統

In the first part of this dissertation, the perspectives of the future, I present the orientation of future business world that will be a customer satisfaction era. I argue that an enterprise would benefit from the global competitiveness “customer satisfaction”.

In the second part of this dissertation, customer satisfaction development, I present theoretical models for the relationships between employee satisfaction, external customer satisfaction, revenue enhancement and profitability. I also offer practical developing and managing suggestions for an enterprise in achieving internal employee satisfaction as well as external customer satisfaction.

This dissertation addressed the components of both internal customer satisfaction and external customer satisfaction. The categories of external customer satisfaction include: strategic intelligence system, total quality management, service determinant’s management, and corporate image. The categories of internal customer satisfaction include: customer satisfaction oriented corporate mission and far-sighted vision, obsessive leadership, customer satisfaction corporate culture, and customer satisfaction human resource management and development scheme. The highly satisfied employees are the keystones of external customer satisfaction.

The customer dissatisfaction is an enterprise’s crisis as well as opportunity. In the third part of this dissertation, I discuss the variables to customer dissatisfaction and provide practical suggestions for mitigating the potential dissatisfaction.

An enterprise’s effective and sincere reactions might transform customer dissatisfaction into customer satisfaction. Therefore, the measuring customer satisfaction performance activities and strategic intelligence system might play an important role for an enterprise’s continuous improvement.

Customer satisfaction management and development plays a significant role for the improvement of auto industry. The final part of this paper presents customer satisfaction management, development and application in the auto industry as the best practice model.

Besides the efforts of private sector business, the public administration/government may also benefit from total satisfaction management and development actively for improving national competitiveness in the face of global competition. I present it in the extention part.

TITLE PAGE 1
ACKNOWLEDGEMENTS 2
ABSTRACT 3
CONTENTS 6
Chapter 1 : Customer Satisfaction Era 11
The perspectives of the future 13
New core competence - customer satisfaction 16
Why customer satisfaction could be a core competence for the future ? 16
The definition of customer satisfaction 17
Identifying the customers 17
How about the external consumer buying decision process ? 18
What is the customer satisfaction ? 19
Chapter 2 : External Customer Satisfaction 25
Strategic Intelligence for Customer Satisfaction 27
The Role of Intelligence in the Customer Satisfacation Era 27
The Components of Strategic Intelligence 28
Build Strategic Intelligence System for Customer Satisfaction 30
Quality for Customer Satisfaction 32
Definition and Dimension 32
Total Quality Management for Customer Satisfaction 33
Service Mechanism for Customer Satisfaction 36
Service Categories 36
New Service Determinants for Customer Satisfaction 37
Service Management for Customer Satisfaction 38
Corporation Reputation for Customer Satisfaction 41
Fine Reputation Result in External Customer Satisfaction 41
Seven Steps for Fine Corporate Reputation 43
The New Business Paradigm - Total Customer Satisfaction 43
Chapter 3 : Internal Customer Satisfaction 45
Employee Needs and Job Satisfaction 46
Employee Needs Theories 46
Job Satisfaction Theory 47
Ingredients For Internal Customer Satisfaction 50
Obsessive Total Customer Satisfaction Leadership 51
Strong Wills of Pursuing Total Customer Satisfaction 51
Open Communication,Employees Involved Decision Making Process 52
Empowerment 52
Reshape Customer Satisfaction Culture 53
Setting and Language 54
Rites and Action 55
Commitment 55
CS Human Resources Management and Development 56
Internal Humanware Development Project 56
Customer Satisfaction Disciplining Courses 58
CS-way Appraisal and Promotional System 59
Chapter 4 : Measuring Customer Satisfaction 61
The Measuring Activities 61
Measuring Categories For External Customer Satisfaction Survey 62
Measuring Categories For Internal Customer Satisfaction Survey 63
Measuring Process 64
Benchmarking Database 66
Customer Satisfaction Index 67
Swedish Customer Satisfaction Barometer 67
American Customer Satisfaction Index 68
Learn from The Best 69
American Malcolm Baldrige National Quality Award 69
Japanese Deming Quality Award 71
ISO-9000 73
The European Quality Award 74
After Measuring Activities 76
After Measuring Customer Satisfaction Activities Model 76
Chapter 5 : Managing Customer Dissatisfaction 79
External Customer Dissatisfaction 80
The Sources Of External Customer Dissatisfaction 80
Managing External Customer Dissatisfaction - Crisis as well as Opportunity 83
Internal Customer Dissatisfaction 86
The Sources Of Internal Customer Dissatisfaction 86
Managin Internal Customer Dissatisfaction - Learning Organization 88
Tools For Customer Satisfaction Management 90
The Processes of Customer Satisfaction Management 90
The Best Practices Model 91
The Service-Profit Chain 94
Chpater 6 : CS Application in Auto Industry 97
CS Application in Japanese Nissan Motor Co. Ltd. 97
Background 98
Crisis is an Opportunity 98
New Obsessive Customer Satisfaction Leadership 99
New Philosophy, New Principles 99
Customer Satisfaction Center and Customer Intelligence 103
CS-oriented Human Resource Management and Development – “Nissan Way” 104
Keep on Continuous Improvement for Pursuing Global Customer Satisfaction 106
The Dilemma in The Operation of Customer Satisfaction Program 108
Conclusion 109
Extention 113
The Role and Customer Satisfaction of The Public Administration 113
Reference 116

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