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研究生:陳怡安
研究生(外文):Yi-An Chen
論文名稱:百分之八十的客戶真的不重要嗎?
論文名稱(外文):Are the 80% customers really not important?
指導教授:方世榮方世榮引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:高階經理人碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:71
中文關鍵詞:滿意度滿意度門檻雙因子理論保健因子滿意因子80/20法則忠誠度
外文關鍵詞:Two-factor theory80/20 principlehygiene factorsatisfaction factorloyalty
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  • 被引用被引用:6
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  顧客關係管理(Customer Relationship Management)著名的80/20法則:「一個企業每年平均營業額中,80%的利潤來自20%的顧客。」目前的市場分析大都是讓公司分辨哪些人士是他們認為對公司最有貢獻並從中獲取利潤較好的顧客,哪些是最沒貢獻及從中賺取較少利潤的顧客,然後就會特別關注那些被視為最有價值的顧客。從另一個角度來看,公司方面認為除非顧客棄你而去,否則公司還是可以繼續用較差的條件來對待價值較低的顧客(不論是個人或團體消費顧客都一樣)。對消費者而言,如果你不是處在顧客金字塔的最高層,你可能就要比其他消費者付出更高的代價,卻得到較少的優惠和較差的服務,這群消費者稱之為「被壓迫消費者」症候群。然而,顧客必然會愈來愈了解顧客資料分析的運作,可能會因此不太能容忍這種做法,將可能把生意(和資料)轉移到別處。
日益高漲的消費者運動及日益激烈的消費者市場,滿意度對企業組織的結構與獲利能力的影響愈來愈大,企業界均體認到顧客的滿意才是企業成功的關鍵。因為獲得滿意的顧客,會透過口碑相傳替企業進行推銷,甚至忠誠地帶來更多的顧客。相反地,不滿意的顧客,則會進行負面的宣傳,因而導致企業獲利能力的縮水。公司使用歧視某些顧客區隔的行銷手法,會不會造成什麼負面的結果。而那群處於金字塔底端的客戶群,是否對公司的獲利真的較無實質的幫助?業者所要思考的策略將著重在如何留住原有的顧客,利用保健及滿意雙因子來滿足顧客的需求,降低顧客滿意度門檻,提高顧客對公司的滿意度,進而保有一定的忠誠度。
本研究即為利用雙因子理論分析80%與20%之顧客需求,以作為壽險業增進服務品質之參考。研究結果將顧客滿意區分為「保健因子」與「滿意因子」,建議壽險業者在「保健因子」至少達到基本的水準,滿足顧客之基本需求如服務通暢、簡易便民並提供正確的保險內容及訊息;在滿意因子方面需加強重視理賠及問題解決能力,保單內容設計要以客戶需求為導向,收取合理之費用並主動關心客戶建立良好的客戶關係,客戶的個別資料須要保密,並提供安全的交易流程。在資源有限的情況下,應提出優先順序改善並精進對客戶的服務,除了不應忽略這群高利潤來源中心之20%顧客,加強並滿足這群顧客需要;對於80%顧客的亦應作適當的服務,因為這群顧客未來有可能成為20%這群高利潤中心,因此滿足客戶保健因子之基本需求並增加「滿意因子」的投資,才能留住基本顧客群,在促銷、折扣同時,服務水準不打折,才能面對激烈競爭市場,以達到與競爭者差異化之目標。
The famous 80/20 rule of Customer Relationship Management says that 80% of corporate profits come from 20% of its clientele. Most corporations follow this rule and distinguish their major customers who contribute more sales and generate better, and then offer them better service. Some companies treat those less important individual or group customers with inferior sales conditions and servicing, compared to those on the top pyramid level. The so-called “compressed client syndrome” refers to those not on the top pyramid who will probably pay more but receive less service. However, more and more customers will eventually learn the trick played by those companies and may switch their business somewhere else. Satisfied or dissatisfied customers will help or discourage business through “mouth-to-mouth” practice to affect other consumers. Many companies are now aware that customer satisfaction and royalty may be the key factors to business success when customers become conscious of purchasing rights and markets are full of fierce competitions.
This study employs “Two-factor theory” to analyze the 80-20 rule customer demand for the insurance industry to improve service quality. The result shows that customer satisfaction degree can be discussed in terms of “Hygiene factor” and “Satisfaction factor”. In terms of hygiene factor, this research suggests the insurance industry should at least offer basic service if just try to keep and maintain customers. They should provide response channel to customer’s demand, accurate contents of insurance policy and related information. In terms of satisfaction factor, this study identifies some services to be emphasized, including the ability to solve problems, timely response to claims, issuing customer-oriented insurance policies to meet client demands, charging reasonable fees with quality service, as well as providing guaranteed individual confidentiality and trading flow security.
This study concludes that under constraints of limited resources, the insurance companies should develop a strategy to improve service according to client priority; focus on increasing satisfaction degree of 20% customers and royalty degree of the rest 80% customers. To keep basic clientele, we suggest that to strengthen the service in both the “hygiene factor” and “satisfaction factor”. Moreover, incorporating effective marketing strategy, such as: promotion and discounts without sacrificing service, will be able to face the extremely competitive market, and to achieve the goal of differentiation with the competitors.
目 錄
第一章、緒 論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究範圍與對象 3
第四節 研究流程 3
第二章、文獻探討 6
第一節 滿意度 6
第二節 雙因子理論 16
第三節 80/20法則 23
第四節 顧客忠誠度 24
第三章、研究方法 31
第一節 研究架構 31
第二節 研究假設 32
第三節 變數操作性定義與衡量題項 34
第四節 研究設計 39
第五節 資料分析方法 42
第四章、實證分析 43
第一節 敘述統計分析 43
第二節 基本資料之差異性分析 46
第三節 各構面變數間之相關分析 49
第四節 研究主要構面之迴歸分析 50
第五章、結論與建議 56
第一節 結論 56
第二節 意涵 58
第三節 建議 60
附錄 研究問卷 62
參考文獻 66
中文部分
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2. 郭德賓(民88),服務業顧客滿意評量模式之研究,中山大學企業管理研究所未出版博士論文。
3.林陽助(民85),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,台灣大學商學研究所未出版博士論文。
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5.黃美卿(民87),銀行業關係價值-忠誠度模式之實證研究,雲林科技大學企業管理技術研究所未出版碩士論文。
6.鍾瑄容(民89),涉入程度、顧客滿意度與忠誠度關係之研究-以網路商店類型及顧客關係結合類型分析,中原大學企業管理學系未出版碩士論文。
7.黃廷合&呂日新(2002)。人力資源管理-理論與實務。台北:全華科技圖書股份有限公司。
8.溫石松(2002),顧客價值與網路忠誠度之關係,國立中興大學企業管理學研究所碩士論文
9.方資文(2003) 關係價值、滿意度與顧客忠誠度關係之實證研究─以國泰人壽為例, 義守大學管理研究所
10.李昭男(2002) 服務品質及價格對滿意度與忠誠度之影響─以國產車原廠汽車服務廠為例大葉大學事業經營研究所碩士班
11.林叔娥(2003)顧客滿意度與忠誠度之關聯性研究 -以某驗證公司為例中原大學工業工程學系碩士學位論文
12.曾夢萍(2003)以雙因子理論探討顧客滿意度-以量販店為例國立台北大學企業管理學系碩士學位論文

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