Review Customer Satisfaction Index in the E-fy Era 重新探討易化時代的顧客滿意指數 陳世雄 Sea-Shon Chen

簡報內容 1. 前言 (INTRODUCTION) 2. 顧客滿意指數 (CUSTOMER SATISFACTION INDEX) 3. 巴錐紀優異表現標準 (BALDRIGE CRITERIA FOR PERFORMANCE EXCELLENCE) 4. 易化科技 (E-FY TECHNOLOGY)及其影響 5. 易化時代的顧客滿意 (CUSTOMER SATISFACTION IN THE E-FY ERA) 6. 發現及建議 (FINDING AND SUGGESTION) 7. 討論及結論 (DISCUSSION AND CONCLUSION)

本文主旨在於 找出 在易化(e-fy)時代裡顧客滿意的有效變數 分析 顧客滿意模型 提出 易化顧客滿意模型 以作為進一步實證的研究。

Customer Satisfaction 美國顧客滿意指數 Perceived Quality Customer Expectation Perceived Value Customer Satisfaction Customer Complaints Customer Loyalty Figure 1. Structural model of the ACSI (Source: Fornell et al., 1996) Swedish customer satisfaction barometer (SCSB)

瑞士顧客滿意指數 Overall satisfaction Satisfaction compare to expectations Satisfaction compared to ideal product Customer satisfaction Customer dialogue Customer loyalty Willingness to contact providers Easiness of dialogue Satisfaction with dialogue Intention to recommend Repurchase intention Intention to switch product/provider Figure 2. Model of the SWCSI (source: Bruhn, & Grund, 2000).

歐洲顧客滿意指數 Image Customer expectations Customer satisfaction Perceived hardware quality Perceived software quality Perceived value Customer satisfaction Customer loyalty Figure 3. Structural model of the ECSI (source: Bruhn, & Grund, 2000).

巴錐紀優異表現之標準 Baldrige Criteria Performance Excellence Framework 1 (120 pts.) Leadership 2 (85 pts.) Strategic Planning 3 (85 pts.) Customer and Market Focus 5 (85 pts.) Workforce Focus 6 (85 pts.) Process Management 7 (450 pts.) Results Organizational Profile: Environment, Relationships, and Challenges 4 (90 pts.) Measurement, Analysis, and Knowledge Management Baldrige Criteria Performance Excellence Framework A System Perspective Figure 4. Baldrige Criteria for Performance Excellence Model (source: BNQP)

Networked organization, Autonomy and humanity management 易化科技(e-fy technology, e-T)及其影響 真空管、半導體、積體電路、電子計算機 的發明開啟易化(e-fy)的大門。易化包括： 電子化 (Electronize) 數位化 (Digitize) 人工智慧化 (Artilectize) The e-fy technology fosters the change and competition of industries and global society. Co-leadership, Networked organization, Co-value policy, Autonomy and humanity management

Variables with Frequency Influence Customer Satisfaction Quality (products and/or services) 43 Price 15 Organization 10 Performance, Value 9 Image or Brand 7 Attitudes, Trust 5 143 empirical papers (including global nations or districts and more than 100 industries)

Predictors of Customer Loyalty, Repurchase, Word-of-mouth, and Firm’s Profit Predictor D. Variable Frequency CS, Brand (3), Communication (2), Price (2), Quality (2), Trust (2), Brand, Attribute performance, B2B services context, Complaint handling, Core relationship, Corporate activities, Image, Product, Sales force Customer loyalty 23 CS, Price (4), Quality (2), Commitment, Complaint handling, Justice, Web site, Marketing culture, Performance, Recovery, Trust, characteristic Retention or Repurchase 16 CS, Confidence benefits, Quality, Perceived justice Word-of-mouth 6 Customer satisfaction Firm’s profit 4

易化時代的 e-business 顧客滿意(1/3) Predictors Primary DV Secondary DV Utilitarian value, Experiential value Customer satisfaction Loyalty Web site characteristics, Customer services Overall web site satisfaction Retention & referral, Online conversion, Stickiness Software product, Software service, Company resources Software customer satisfaction Staff and services, Information product, Knowledge and involvement User information satisfaction

易化時代的 e-business 顧客滿意(2/3) Predictors Primary DV Secondary DV Understandability, Reliability, Usefulness, Navigation Satisfaction Convenience, Security, Printed catalog Attitude toward retailer’s online shopping Shopping behavior at retailer’s online shop Content, Accuracy, Easy of use End-user computing satisfaction Knowledgeableness, Preparedness, Thoroughness Customer satisfaction

易化時代的 e-business 顧客滿意(3/3) Predictors Primary DV Secondary DV Understandability, Reliability, Usefulness, Navigation Satisfaction Technical effectiveness, Perceived ease of system use, System information, Customer service and maintenance, ASP price, Educa-tional effectiveness Satisfaction of ASP service ASP.net is a free technology that allows anyone to create a modern web site. Organizational performance Technology attributes, Chat group characteristics Chat session satisfaction Buying intention, Positive WOM

E-fy Customer Satisfaction and Loyalty Framework Leadership (Strategic Planning) Strategy Management Marketing Management (Customer and Market Focus) R&D Management (Measurement, Analysis, and Knowledge Management) HR Management (Workforce Focus) Operation Management (Process Management) Financial Management (Budgetary) Etc. Quality (Product, Service) Price (Cost, Value) Image (Brand, Trust, Belief) Customer Loyalty Repurchase Word-of-Mouth Economic Success Customer Satisfaction

結 論 在易化 (e-fy) 時代裡，顧客滿意的有效變數與傳統的變數不同，尤其在e-business這方面。 結 論 在易化 (e-fy) 時代裡，顧客滿意的有效變數與傳統的變數不同，尤其在e-business這方面。 巴錐紀 (Baldrige) 優異表現標準可作為顧客滿意指數的主要部分，但顧客忠誠 (或顧客維持) 應一併結合以形成新易化顧客滿意理論架構。 為了對應易化時代地球村的發展，應盡快組織常設機構，研擬一個具有共識的國際顧客滿意測量系統的標準及方法。

Thank you for your patience. The world of e-fy Electronize Digitize Artilectize Thank you for your patience.