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E88115
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產業特質、生活型態與顧客滿意度指標之研究
The Inter-Relationships among Characteristics of Industries, Consumer Life Styles and Customer Satisfaction Index
1.賴孟寬
1.Meng-kuan Lai
1.國立成功大學企業管理系
1.Department of Business Administration, National Cheng Kung University
001,002,003,004
1.國立成功大學企業管理系
1.Department of Business Administration, National Cheng Kung University
002
1.行政院國家科學委員會
1.Naional Science Council
A.14 計畫執行期間(起):1998-08-01
A.14 計畫執行期間(訖):1999-07-31
1999-04-011999-06-07
A.16 收到日期:2000-02-14
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中華民國台灣本島居民

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1026


1026
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C.2 聯絡日期:2000-02-15
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1.國立成功大學企業管理系
1.Department of Business Administration, National Cheng Kung University
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C.7 資料公開日期:2001-08-01
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1.生活型態
2.產業特質
3.顧客滿意度
1.Customer Satisfaction Index
2.Industry Characteristic
3.Lifestyles
隨 著經濟活動、產業結構的變化,行銷觀念也由過去的生產導向至銷售導向,而發展至現階段的市場導向,再加上消費者意識抬頭,以了解顧客需求為基礎的「顧客滿 意」經營的策略,已逐漸成為企業行銷觀念的中心;企業不再只單純的銷售產品,還包括產品衍生出的服務,只有更體貼顧客的企劃,並重視顧客滿意度的提升,才 能更有效的掌握消費者,成為企業的競爭力,以及永續經營的基礎。因此,本研究的主要目的乃在建立生活型態、台灣民眾對產業的滿意度,以及生活型態對產業滿 意度之關係。 研究以全國性分層隨機方式抽樣調查1200位民眾,進行訪談(1026份有效問卷)。 主要研究結果如下: 1. Fornell (1992)及Fronell, Johnson, Anderson, Cha, and Bryant (1996) 的預期不確認模式對台灣消費者在評量不同產業的滿意度時,並不是最佳的模式﹐同時,Fornell, et al. (1996)模式中的知覺品質是顧客對產業滿意度的最大解釋力。 2.本研究納入了生活型態,以綜合探討生活型態與顧客滿意度在不同產業之影響與關係。 (1) 與賴孟寬及陳正男(1997)的生活型態研究結果比較,發現兩研究的共同生活型態因素中流行傾向、健康飲食、烹調行為、藝文生活及公益觀點上有顯著變化。 (2) 本研究以集群分析得到生活型態及八個產業的顧客滿意度指標﹐以及產業的顧客滿意度與生活型態的關係。因此可成為企業經營者擬訂經營策略時的參考。

As a result of changes in economic activities and industrial structures, marketing philosophy has evolved from production orientation to sales orientation to the modern market orientation philosophy. Besides, consumers are conscious about their rights in the exchanges. Consequently, customer satisfaction has become the central element in marketing activities in that meeting customers\' needs has created a competitive advantage for marketers. The primary purpose of this study is to construct a consumer satisfaction model by replicating the expectancy disconfirmation model proposed by Fornell (1992) and Fronell, Johnson, Anderson, Cha, and Bryant (1996). Also, the measures of life styles are included to examine the relationship between life style and satisfaction toward various industries. A sample of 1200 respondents as a result of stratified sampling method was interviewed. The analyses from 1026 useable questionnaires show the following primary findings: 1. The expectancy disconfirmation model is not a valid model to study consumers\' satisfaction toward an industry for Taiwanese due to cultural differences in reaction to the variables. 2. Lifestyle measurements were included in this study to examine whether lifestyles have an impact on satisfaction toward an industry. (1)Compared to the results of Lai and Cheng(1997), the common lifestyle factors of the two studies appear to be significantly different on fashion orientation, attitude toward health, cooking, artistry and public affairs. (2)A cluster analysis using lifestyle factors that respondents thought to be important reveals three lifestyles-active, modernist, and Faustine. Satisfaction toward six of the eight industries (telecommunication, appliance, department stores, banking, hospital, and post service) are significantly different as a function of lifestyles. The results of this study could be valuable for practitioners in strategic planning.

D.16 完成檢誤日期:2001-12-13
D.17 預定釋出日期:2002-03-07
D.18 初次釋出日期:2002-03-07
D.19_1 最新版釋出日期:2002-03-07
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10.6141/TW-SRDA-E88115-1
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