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研究生:鄭煒才
研究生(外文):Wei-Cai Jheng
論文名稱:滿意度指標之比較與修正
論文名稱(外文):The Comparison and Modification of Customer Satisfaction Indexes
指導教授:簡德金簡德金引用關係
學位類別:碩士
校院名稱:國立虎尾科技大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
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:85
中文關鍵詞:滿意度量測指標比較研究改善順位
外文關鍵詞:satisfactionmeasurement indexcomparative researchimprovement priority
相關次數:
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由於,滿意度指標能具體呈現顧客需求傾向,及作為企業獲利與競爭優勢之重要參考指標。故近年來,有不少學者相繼提出各種指標,並證明該指標的實用性。但本研究發現,過去多達8種不同指標中,各指標雖都有其理論基礎與運用價值,其眾多紛紜的情況,卻讓企業決策者無法順利且有效的選用其中指標,來進行商品品質特性的改善。
為此,本研究將(1)回顧文獻,以掌握學者所提出指標之意涵、運算公式與適用性;(2)比較各指標之間的優缺點差異,以歸納出合理概念,作為建立新量測指標之基礎觀點;(3)發展新量測指標,以端正量測之意涵及提升精確度;(4)提出滿意度改善決策圖,以方便企業決策者輕易掌握改善項目之順位;(5)透過手機之品質特性分析,檢驗各品質特性在不同指標下,改善順位的一致性。
結果顯示,依本研究所提出之新指標,而獲得的改善順位排序,不僅能滿足其他學者的不同理論;相對於過去的8種指標,本研究之新指標具有較佳的穩定性與可信度。而實務運用上,本研究之決策圖不僅能有效呈現各項目的改善順位與差異,更能方便企業決策者進行選擇與確定改善目標。總體而言,相對於過去的8種指標,本研究之新指標具較高之運用價值。
Customer satisfaction can substantially present customer demand orientations and serve as an indicator of corporate performance and competitive advantage. In recent years, many indexes have been proposed and empirically validated. However, it has been discovered that there are a total of eight satisfaction indexes available. Although each of them is theoretically grounded and valuable for application, corporate decision makers are still unable to effectively select an appropriate index to improve specific quality attributes of certain products.
Therefore, this study aims to (1) review previous literatures to explore the meaning, algorithm, and applicability of each index; (2) compare the advantages/disadvantages of the indexes to develop a new measurement index; (3) develop a new measurement index to rectify the meaning of satisfaction measurement and enhance accuracy; (4) analyze the quality attributes of mobile phones and test the consistency of improvement priorities across applications of different indexes; and (5) propose a satisfaction improvement decision diagram to help corporate decision-makers easily grasp improvement priorities.
The results show that the improvement priorities derived with the proposed index can not only satisfy various theories proposed by previous researchers but also present better stability and reliability compared with the eight extant indexes. In practical applications, the proposed decision diagram can effectively demonstrate the improvement priority of each item and differences and also assist corporate decision-makers in the choice of improvement directions. Overall, compared with the extant eight indexes, the proposed new index has a higher application value.
目錄
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 1
1.3 研究流程 1
二、文獻探討 3
2.1 顧客滿意 3
2.1.2 顧客滿意指標 4
2.2 Kano二維品質模式 8
2.3 Focus group interview及Delphi method 10
2.4 模糊層級分析法 11
2.4.1 源起-層級分析法 11
2.4.2 意涵-模糊層級分析法 12
2.5 手機的功能項目 16
2.6 統計分析 20
2.6.1 信度與效度 20
2.6.2 因素分析法 21
三、研究步驟與方法 23
3.1 研究分析流程 23
3.2 滿意度指標之優缺點比較 23
3.3 建立新指標 25
3.4 一致性的確認 26
3.4.1 Friedman檢定法 26
3.4.2 符號檢定法(sign test) 27
四、實證分析與結果 31
4.1 問卷設計 31
4.2 手機功能項目之篩選 32
4.3 手機功能項目之確立 33
4.3.1 效度檢定 33
4.3.2 信度檢定 37
4.4 Kano model品質特性之相對權重 38
五、各滿意指標之改善順位 40
5.1 滿意度改善決策圖 40
5.2 各滿意指標改善順位之結果 41
5.3 一致性分析 43
六、結論與建議 44
6.1 討論 44
6.2 結論與建議 44
參考文獻 46

表目錄
表2-1 狩野紀昭等人(1984)的品質特性判定表 8
表2-2 文獻之手機功能項目整理 17
表3-1 各滿意度指標評價條件之比較 23
表4-1 層級分析法評比尺度意義及說明 32
表4-2 適合度檢定KMO AND BARTLETT''S TEST 33
表4-3 主成份分析結果 33
表4-4 轉軸後之成份矩陣 34
表4-5 手機功能重要考慮因素主成份分析之結果 35
表4-6 問卷之整體信度分析 37
表4-7 各品質特性之一致性指標(C.I.值)與一致性比率(C.R.值) 39
表4-8 KANO MODEL中各品質特性間之相對權重 39
表5-1 不同週別九種滿意度指標之FRIEDMAN檢定結果 42

圖目錄
圖1-1 研究流程 2
圖2-1 IMPORTANCE-SATISFACTION MODEL (I-S MODEL) 7
圖2-2 KANO’S MODEL 9
圖2-3 AHP層級結構示意圖 13
圖2-4 成對比較矩陣 13
圖5-1 滿意度改善決策圖 41
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