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研究生:謝鈺瑩
研究生(外文):Yu-Ying Hsieh
論文名稱:應用SIPA方法探討顧客對企業之忠誠度─ 以S直銷公司為例
論文名稱(外文):Application of Simultaneous Importance-Performance Analysis to Evaluate Customer Loyalty towards Corporation: A Case Study of Direct Selling Company S
指導教授:邱國欽邱國欽引用關係蘇綉惠蘇綉惠引用關係
指導教授(外文):Kuo-Ching ChiouHsiu-Hui Su
口試委員:夏太長張長興
口試委員(外文):Tai-Chang HsiaChang-Hsing Chang
口試日期:2016-06-02
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:應用英語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:51
中文關鍵詞:顧客忠誠度重要度-滿意度分析法同步重要度-滿意度分析法
外文關鍵詞:customer loyaltyImportance-Performance AnalysisSimultaneous Importance-Performance Analysis
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現今社會中,人們因食品安全風波,開始留意購買保健食品。而S直銷公司主要銷售產品為營養保健食品,銷售方式透過傳銷商販售於全台灣客戶。本研究旨在評估是否提升S公司會員忠誠度,研究以台灣S直銷公司會員為對象,經由發放問卷進行量化調查,目的是藉由重要度-滿意度分析法(IPA)找出公司自身改善要點,再進一步透過同步重要度-滿意度分析法(SIPA)與競爭者(即與本研究同公司的先前研究結果)相比較,在18題項之結果分析顯示有兩題項需要改善,本文根據需要改善的題項依重要度高低做出排序並提出改善策略,藉此幫助S直銷公司提升會員的口碑傳播與未來的競爭力。
Today, people become more aware of good nutrition due to food scandals. The main products are nutritional supplements which are selling by distributors to customers in Taiwan. This study aims to evaluate whether loyalty of members of Company S is increased. The study conducts survey according to the members of Company S as the participants. This study assesses changes in member loyalty by surveying members of Company S to identify areas of improvement using importance-performance analysis (IPA). Furthermore, simultaneous importance-performance analysis (SIPA) is employed to analyze data collected in a previous study that compared Company S with a competitor. Two needed improvements were identified from 18 items on a questionnaire. Important improvements are suggested and strategies are provided to enhance the word-of-mouth recommendations of members and ensure the competitiveness of the company in the future.
摘要 I
ABSTRACT II
ACKNOWLEDGMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
Research Background 1
Research Motivation 4
Purpose of the Study 5
Research Procedure 6
CHAPTER TWO LITERATURE REVIEW 8
Direct Selling Industry 8
Service Quality 9
Customer Loyalty 11
Performance Evaluation 13
Importance-Performance Analysis 13
Simultaneous Importance-Performance Analysis 13
CHAPTER THREE METHODOLOGY 14
Research Framework 14
Participants 15
Questionnaire Design 16
Descriptive Statistics 17
Reliability Analysis 17
Chi-square Test of Independence 18
Performance Evaluation 18
Importance-Performance Analysis 18
Simultaneous Importance-Performance Analysis 21
CHAPTER FOUR RESULTS 25
Descriptive Statistics 25
Chi-square Test of Independence 28
Reliability 31
Performance Evaluation 32
Importance-Performance Analysis 32
Simultaneous Importance-Performance Analysis 35
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 38
REFERENCES 40
APPENDICES 45
Appendix A: Contents of Questionnaire 「English Version」 45
Appendix B: Contents of Questionnaire 「Chinese Version」 49


LIST OF TABLES
Table 3-1 Analysis of SIPA..............................................24
Table 4-1 Frequency Allocation of Personal Information..................26
Table 4-2 Crosstabulation of Basic Variable of Whether or not to Recommend
Relatives and Friends to be a Membership of Using Products....30
Table 4-3 Percentage of Age.............................................30
Table 4-4 Percentage of Occupation......................................31
Table 4-5 Reliability...................................................31
Table 4-6 Importance-Performance Analysis...............................33
Table 4-7 Distribution of the Quadrant of Question of means and Improved
Order.........................................................36


LIST OF FIGURES
Figure 1-1 The top four sales products of sales turnover percentage of whole
turnover in multilevel marketing from 2007 to 2014.......3
Figure 1-2 Distribution of multilevel marketing company in Taiwan from 2011
to 2014..................................................4
Figure 1-3 Research Procedure Flow Charts...........................7
Figure 3-1 Research Framework......................................15
Figure 3-2 Importance-Performance Analysis (IPA)...................20
Figure 3-3 SIPA....................................................22
Figure 4-1 Importance-Performance Analysis.........................33




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