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研究生(外文):Wei-Cai Jheng
論文名稱(外文):The Comparison and Modification of Customer Satisfaction Indexes
外文關鍵詞:satisfactionmeasurement indexcomparative researchimprovement priority
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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.
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4-3 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1-1 研究流程 2
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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