目錄

Transcription

1 The Study on Relationship between Customer Satisfaction and Customer Loyalty-as Applied to a Certification Company

2 % -I-

3 For industries, how to satisfy customers requirement and satisfaction becomes one of the essential issues in modern corporate operation management. Many investigations suggest that customer loyalty will be affected by customer satisfaction and customer loyalty will help manager to get more high profit and corporate growth. Customer satisfaction is important, but customer loyalty is more important for industries. The research established model of customer loyalty, analysis on relationship between customer satisfaction and customer loyalty. The thesis takes the certification company as an example in order to discuss the relationship between customer satisfaction and customer loyalty and uses questionnaires and cluster analysis as investigation approach. The satisfaction group and the loyalty group is used to discuss whether the significant influence in dimensions and dimensions item, including the customer perceived quality, the customer expected, the added value, the customer satisfaction, the customer value, the corporate image and the customer loyalty. Then we analyzed business and company scale. Finally, we used intersect analysis on the satisfaction segmentation and the loyalty segmentation. The results of this study include: 1.Whether Satisfaction group and loyalty group have significant influence in dimensions and dimensions item to analysis. There is part significant influence in added value dimensions. 2.The two cluster of customer perceived in dimension item, included low satisfaction group and loyalty group; middle satisfaction group and loyalty group are the same in dimension item. High satisfaction group and loyalty group are different to estimate. 3. In business and company scale, the loyalty group have significantly influence in business. 4. In the satisfaction group and the loyalty group, high satisfaction customer is not necessarily high loyalty. The research s high satisfaction segmentation reached 45.69% in high loyalty group. The most part of high satisfaction group are high technology industries and manufacturing industries. Key word: service quality, customer satisfaction, customer loyalty, cluster analysis -II-

4 -III-

5 ... I...II... III... IV...VII...VIII IV-

6 V-

7 VI-

8 ACSI ECSI VII-

9 ISO ISO VIII-

10 IX-

11 1.1 Bitner(1990) Peppers and Rogers(1992) -1-

12

13

14 ( SPSSSTATISTICA)Excel

15 American Marketing Association(1960) Juran(1986) Zeithaml & Bitner(1996) Beckwith(1997) (2002) (service) -5-

16 2.1.2 (Parasuraman, A., Zeithaml, V. A., and L. L. Berry,1985b 1995) (Intangibility) (Inseparability) (Heterogeneity) (Perishability)

17 2-1 ( ) (Intangibility) (Heterogeneity) (Inseparability) (Perishability) Bateson (1977, 1979) Bell (1981) Berry (1975, 1980, 1983) Bessom & Jackson (1975) Booms & Bitner (1981, 1982) Carmen & Langeard (1980) Davidson (1978) Davies, Guiltinan and Jones (1979) Donnelly (1976, 1980) Eiglier and Langeard (1975, 1976)Eigler et al. (1977) Fisk (1981) George and Barksdasle (1974),Geore (1977) Gronroos (1977, 1978, 1979, 1983) Johnson (1969,1981) Judd (1968) Knisely (1979) Langeard et al. (1981) Lovelock (1981), Lovelock et al. (1981) Rathemell (1966, 1974) Regan (1963) Sasser (1976), Sasser and Arbeit (1978) Schlissel (1977) Shostack (1977) Thomas (1978) Uhl & Uaph (1980), Uaph(1980, 1981) Zeithaml (1981) Parasuraman, A., Zeithaml, V. A., and L. L. Berry (1985b) -7-

18 Gronroos Gronroos C.(1990) 2. (1998) (2002) -8-

19 2.1.4 (quality) ( 1998) Juran(1974) (fitness for use) Crosby(1979) Deming(1986) (1997) Garvin(1983,1984) (Transcendent or Philosophic) (Product-Based Approach) -9-

20 (User-Based Approach) (Manufacturing-Based Approach) (Value-Based Approach) Reeves and Bednar(1994) ( 2001) (Quality is Excellence) Garvin (Quality is Value) Garvin (Quality is Conformance to Specification) Garvin -10-

21 (Quality is Meeting and /or Exceeding Customer s Expectations) Garvin (Marketing Science Institute) 絶 ( ) ( ( 1995) Sasser (1978) Crosby (1979) Churchill Superenant(1982) -11-

22 Parasuraman, Zeithmal and Berry (1985a) (outcome) (delivered process) Parasuraman, Zeithmal and Berry (1988) Lewis and Mitchell (1990) Lovelock (1991) (2002) (PZB,1985) 2-3 Juran(1974) Sasser, Olsen and Wyckoff(1978) (Internal Qualities) (Hardware Qualities) (Software Qualities) (Time Promptness) (Psychological Qualities) (Security) (Consistency) (Attitude) (Completeness) (Condition) (Availability) (Timing) -12-

23 2-3 () Gronroos(1984) Lehtinen and Lehtinen (1982) Parasuram, Zeithaml and Berry(1985a) (Technical Qualities) (Functional Qualities) (Physical Quality) (what) (outcome qualities) (process qualities) (Corporate Quality) (how) (Interactive Quality) (Reliability) (Responsiveness) (Access) (Courtesy) (Communication) (Credibility) (Security) (Tangible) (Competence) (Understandingr) -13-

24 2-3 () (Procedural Dimension) Martin(1986) (Conviviality or Personality Dimension) Reliability Responsiveness Assurance Empathy Parasuram, Zeithaml and Berry(1988) Tangibles Dabholkar, Thorpe and Rentz(1996) -14-

25 2.1.7 Parasuram, Zeithaml Berry Parasuram, Zeithaml Berry 1985 (A Conceptual Model of Service Quality) 1978 Sasser, Olsen and Wyckoff 1984 Cronroos 1985 Albrecht Sasser, Olsen and Wyckoff(1978) Sasser E. W., Olsen P. R. and Wyckoff, D. (1978) -15-

26 Gronroos Gronroos(1982) (1) (2) (3) 2-2 Gronroos C.(1984) -16-

27 Albrecht(1985) Alberecht K. (1985) Parasuram, Zeithaml and Berry(1985a) Parasuram, Zeithaml Berry 1985 focus group interviews PZB 2-4 (Gap) -17-

28 gap5=f(gap1, gap2, gap3, gap4) Consumer Expectation Management Perception Gap 2001 (Management PerceptionService Quality Specification Gap) (Service Quality SpecificationService Delivery Gap) (Service DeliveryExternal Communication Gap) (Expected ServicePerceived Service Gap ) -18-

29 2-4 Parasuraman et al. (1985a) -19-

30 Parasurman, Zeithaml and Berry 1985 Parasurman, Zeithaml and Berry :Parasuraman et al.(1985) 1988 Parasurman, Zeithaml Berry

31 2-4 Parasuraman et al.(1988) (customer)

32 Cardozo(1965) Howard & Sheth (1969) Hunt (1977) Oliver(1981) Churchill and Surpreant(1982) -22-

33 Tes and Wilton(1988) Peter & Olson(1990) Solomon(1991) Kolter(1991) Pfaff (1997) ( 2000) (1995) (2000) (2001) Oliver(1980) 1988 Oliver (Expectancy) (Performance) (Disconfirmation)

34 2-6 Anderson et al.(1993) -24-

35 2.2.4 Woodside and Daly(1989) Fornell(1992) Oliver(1980)Muller(1991) Johns(1995) Ernst & Young % (Ernst & Young, 1990) Hahm(1997) -25-

36 2.2.5 (Oliver, 1980) (Folkes, 1984 and Oliver,1985) ( 1996) (Expectation) (Performance) (Swan and Trawick, 1981) (Expection Disconfirmation) (Day, 1984; Oliver, 1981) (Equity) -26-

37 (Attribution) Folks(1984) 1. ( ) Simple Satisfaction Scale Mixed Scale Expectation Scale -27-

38 (Affect Scale) (Attitude Scalue) Jacoby and Kyner(1973) -28-

39 Reynolds(1974) Selnes(1993) Fornell(1992) (Customer Satisfaction) (Switching Barrier) (Customer Voice) Dick and Basu (1994) 2002 Jones and Sasser(1995) Griffin(1995) ( 2002) -29-

40 Raphel(1995) 2-7 (Advocate) (Client) (Customer) (Shopper) (Prospect) 2-7 Raphel(1995) (Prospect) (Shopper) (Customer)

41 (Client) (Advocate) Kandampully(1998) Smith(1998) NCR % 60%~100%( 2002) Raphel(1995) ( 2002)

42 (Jacoby and Kyner,1973) Reicheld and Fredrick(1990) 2002 Fornell(1992) Selnes (1993) Jones and Sasser (1995) Intent to Repurchase (Primary Behavior) (Secondary Behavior) -32-

43 (2002) (Behavioral) (Attitudinal) Chaudhuri, et al.(2001)lim,et al.(1997); Jacoby, et al.(1973); Lee, et al.(2001); Taylor(1998); McIntyre(1998); Sirgy and Samli(1985) Chaudhuri, et al.(2001)lim,et al.(1997); Jacoby, et al.(1973); Taylor(1998); Dick and Basu(1994) (2002) -33-

44 Shoemaker and Lewis Royalty Triangle 2-8 (Process) (Value Creation) (Value added) (Value recovery) Process Value Creation 2-8 Shoemaker, Stowe and Robert(1999) -34-

45 2.3.5 Bitner(1990) Cronin and Taylor(1992) Anderson and Sullivan(1993) (2002) (2002) Newman and Werbel(1973) Fay(1994) 1995 Fredericks and Salter 1.Heskett, James, Lovemem, Sasser and Schlesinger(1994) Service-Profit Chain

46 2-9 Heskett, James, Lovemem, Sasser and Schlesinger(1994) 2. (American Customer Satisfaction Index ACSI)Fornel ACSI 2-10 (1) a. (Customization) b. (Relability) (2) (3) -36-

47 (4) (5) (ACSI) 2-10 ACSI Johnson, M. D., Gustafsson, A., Andreassen, L. L. and Cha, J., (2001) 3. Fornel ( Swedish Customer Satisfaction Barometer SCSB) ACSI ECSI (Hard Ware) (Human Ware) ECSI

48 ( ) ( ) 2-11 ECSI Lars Gronholdt, Anne Martensen and Kai Kristensen (1999) -38-

49 ECSI Zeithaml(1988) ECSI Fredericks and Salter(1995) Kolter et al.(1999) ECSI Butz and Goodstein (1996) Shoemaker and Lewis(1999) -39-

50

51

52 3.2 1-A-H 1 1-A-H 2 1-A 1-B 1-C 1-D 1-E 1-F 1-G 1-A-a 1-B-b 1-C-c 1-D-d 1-E-e 1-F-f 1-G-g -42-

53 2-A-H 1 2-A-H 2 2-A 2-B 2-C 2-D 2-E 2-F 2-G 2-A-a 2-B-b 2-C-c 2-D-d 2-E-e 2-F-f 2-G-g -43-

54 3.3 A~H A (17 ) B (14 ) C (15 ) D (4 ) E (4 ) F (6 ) G (4 ) H (10 ) -44-

55

56 AG A ( ) B C ISO

57 D E F ISO -47-

58 G 5 30% 30%~50%50%~80% 80%~100%100% % 80% 50% 30% 30% 100% 80% 50% 3-1 A A1. A2. A3. A4. A5. A6. A7. A8. A9. A10. A11. A12. A13. A14. A15. A16. A17. B B1. B2. B3. B4. B

59 3-1 () B B6. B7. B8. B9. B10. B11. B12. B13. B14. C C1. ISO C2. ISO 9000ISO 14000OHSAS C3. ISO 9000 C4. C5. C6. ISO C7. Benchmarking( ) C8. ISO C9. ISO C10. ISO C11. C12. C13. C14. C15. ISO D D1. D2. D3. D4. (after service) E E1. E2. E3. E4.?? -49-

60 3-1 () F F1. ISO F2. ISO F3. F4. F5. F6. G G1. G2. G3. G4. H H1. H2. H3. H4. ISO H5. ISO 9000 H6. H SPSS 8.0 敍 敍 -50-

61 1. (consistency) (stability) (accuracy) (precision) Cronbach s (Nunnally,1978) Cronbach s α k Σs 1 k 1 s 2 = i 2 sum k s i i=1,2,3,k 2 i s 2 sum Cronbach s < Cronbach s < Cronbach s < Cronbach s <0.7 ( ) 0.7 Cronbach s <0.9 ( ) 0.9 Cronbach s

62 (Hierarchical) (Nonhierarchical) 1. (1) (Agglomerative) a. ( Single Linkage Method) b. ( Complete Linkage Method) c. (Average-Linkage Method) d. (Centroid Method) e. ( (Ward) ) (2) (Divisive) 2. K - K K 2000 (1) -52-

63 (2)K - K - (K-Means) K K

64 3-3 (One-Way ANOVA) -54-

65

66 % 3-2 % SPSS 敍 % 13.5%

67 % 50 ~ % % 3-3 (%) ~ ~ ~ ~

68

69 ISO 1. ISO % 2. ISO % 42.1% 1.8% 3. ISO %13 2.6% ISO ISO 9000/ %

70 3-5 ISO ISO ISO

71 ISO ISO 9000 (76.2%) (73.4%) ISO 9000 ISO % ISO 9000 (2.6%) ISO 9000 ISO ISO 9000 (%)

72 3-7 ISO (45.5%) 37.1% 17.4% 3-7 (%) ISO e-newsletter (42.5%) 16.7%12.4% 3-8 (%) (CEO)

73 4.1 (reliability)

74 (Content Validity) (Criterion Validity) (Construct Validity) (communality) (1) (2) (3) (4) (5) (6) (7)

75 4-2 A A A A A A A A A A A A A A A A A B B B B B B B B B B B B B B

76 4-4 C1. ISO C2. ISO 9000ISO 14000OHSAS C3. ISO C C C6. ISO C7. Benchmarking( )0.507 C8. ISO C9. ISO C10. ISO C C C C C15. ISO D D D D4. (after service) E E E E4.??

77 4-7 F1. ISO F2. ISO F F F F G G G G

78 A A A A A A A A A A A A A A A A A

79 B B B B B B B B B B B B B B

80 ISO ISO ISO 9000ISO 14000OHSAS C15. ISO C C C8. ISO C9. ISO C3. ISO C6. ISO C1. ISO C C7. Benchmarking( ) C C10. ISO C C C2. ISO 9000ISO 14000OHSAS

81 D D D D4. (after service) E E E E

82 ISO 4.24 ISO F1. ISO F F F F2. ISO F % 5 30% G G G G

83 A D C A B D C C E ( ) D E ( ) A B C D E F A B 0.611** C 0.183** 0.156** D 0.695** 0.591** 0.199** E 0.642** 0.539** 0.258** 0.758** F 0.672** 0.522** 0.246** 0.688** 0.672** G 0.537** 0.432** 0.237** 0.584** 0.600** 0.612** **

84 Tree Diagram for 502 Cases Ward`s method Euclidean distances C_374 C_272 C_102 C_414 C_11 C_363 C_325 C_250 C_189 C_405 C_329 C_240 C_460 C_128 C_ K - 3 SPSS 8.0 K

85 4-17 D D D D4 (after service) % 67.65% 23.11% 100% * 4 1. F F = D F = D = D D D D D D D D D D 4 F F1 2 D 1 D 2 D (after service) 4 F 3 D 3-75-

86 2. D F i F F F 4-19 x j x j D1 2 D3 D4 F1 F % F i (100%) 13 (3.83%) 0 (0%) 0 (0%) 323 (95.28%) 4 (3.45%) 0 (0%) 3 (0.88%) 112 (96.55%) ( )/502=96.0% Wils s Lambda U 4-21 P < Wilks' Lambda F D * ** D * ** D * ** D4. (after service) * ** * λ λ =1 **P

87 D D D D4. (after service) D D D D4. (after service) D D D D4. (after service)

88 % % % % 4-22 P-Value % % % % % % % % % % % %

89 4-22 () % % % % % % % % % % % % % % % % * (38)= P-Value=0.672>

90 % ( 25.6%) P-Value

91 % % % % % % % % % % % % (10)= P-Value=0.383>

92

93 P-Value ** ** ** ** ** ** ** **P P-Value

94 4-25 A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** **P

95 B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** **P

96 ISO ISO ISO 9000ISO 14000OHSAS ISO 4-27 C1. ISO ** C2. ISO 9000 ISO ** 14000OHSAS C3. ISO ** C C ** C6. ISO ** C7. Benchmarking( ) C8. ISO ** C9. ISO **P

97 4-27 () C10. ISO ** C C C ** C ** C15. ISO ** **P P-Value D D D D4. (after service) **P

98 P-Value 0.05? 4-29 E ** E ** E ** E4.? **? **P P- Value 0.05 ISO -88-

99 4-30 F1. ISO ** F2. ISO ** F ** F ** F ** F ** **P P-Value

100 4-31 G G G G **P K- 3 SPSS 8.0 K

101 250 Tree Diagram for 502 Cases Ward`s method Euclidean distances C_449 C_312 C_89 C_400 C_121 C_25 C_368 C_203 C_76 C_421 C_339 C_474 C_229 C_142 C_ G G G G % 64.64% 21.31% 100% * 4-91-

102 1. F F = G F = G = G G G G G G G G G G 4 4 F F1 2 G G G G G 1 F G G 2 3 G 4 2. G F j G F F F 4-34 y j y j G1 2 G3 4 F1 F % F j (100%) (0%) (0%) (0.31%) (96.63%) (3.06%) (0%) (0%) (100%) ( )/502=97.8% -92-

103 Wils s Lambda U 4-35 P < Wilks' Lambda F G * ** G * ** G * ** G * ** * λ λ =1 **P

104 4-36 G G G G G G G G G G G G P-Value % % % % %

105 % % % % % % % % % % % % % % % % % %

106 4-37 () % % % % % % % % % % (38)= P-Value=0.039<

107 ( 25.75%) P-Value % % % % % % % % % % % % (10)= P-Value=

108

109 4-39 P-Value ** ** ** ** ** ** ** **P P-Value

110 4-40 A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** A ** **P

111 B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** B ** **P

112 ISO ISO 3.88 ISO 9000ISO 14000OHSAS C1. ISO ** C2. ISO 9000ISO ** OHSAS C3. ISO ** C C ** C6. ISO ** C ** Benchmarking( ) C8. ISO ** C9. ISO ** C10. ISO C ** -102-

113 4-42 () C ** C ** C ** C15. ISO ** **P P-Value D D D D4. (after service) **P P-Value 0.05? -103-

114 4-44 E ** E ** E ** E4.? **? **P P-Value 0.05 ISO 4-45 F1. ISO ** F2. ISO ** F ** F ** F ** F ** **P

115 P-Value G G G G **P

116 % % 40.43% % % % 50%

117 (55.32%) 42 (12.50%) 1 (0.86%) (40.43%) (72.02%) (53.45%) 2 52 (4.25) (15.48%) 53 (45.69%) (83.33%) (82.05%) (60%) (57.14%) (54.55%) (53.33%) (50%) 50% -107-

118 4-48 ( ) ( ) ( ) 3(21.43%) 11(78.57%) 0(0%) 0(0%) 3(100%) 0(0%) 4(100%) 20(83.33%) 0(0%) 4(44.44%) 5(55.56%) 0(0%) 1(16.67) 5(83.33%) 0(0%) 2(66.67%) 1(33.33%) 0(0%) 3(37.50%) 5(62.50%) 0(0%) 2(25%) 5(62.50%) 1(12.50%) 3(7.69%) 32(82.05%) 4(10.26%) 1(4.17%) 6(12.50%) 35(72.92%) 7(14.35%) 20(83.33%) 3(12.50%) 2(3.51%) 39(68.42%) 16(28.07%) 1(4.35%) 16(69.57%) 6(26.09%) 2(11.11%) 12(66.67%) 4(22.22%) 0(0%) 21(75%) 7(25%) 1(3.13%) 25(78.12%) 6(18.75%) 0(0%) 7(47.67%) 8(53.33%) 0(0%) 8(50%) 8(50%) 0(0%) 5(55.56%) 4(44.44%) 0(0%) 5(45.45%) 6(54.55%) 0(0%) 3(42.86%) 4(57.14%) 0(0%) 2(50%) 2(50%) 0(0%0 6(50%) 9(60%) 0(0%) 6(50%) 6(50%) -108-

119 A-H 1 1-A-H A 1-B 1-C 1-E 1-F 1-G 1-D A-a 1-B-b 1-C-c 1-D-d 1-E-e 1-G-g 1-F-f -109-

120 A-H 1 2-A-H B 2-C 2-E 2-G 2-A 2-D 2-F A-a 2-B-b 2-C-c 2-D-d 2-E-e 2-F-f 2-G-g -110-

121 95% 1. ISO

122 A3. A4. A

123 2. B3. B ISO C15. ISO ISO ISO 9000ISO 14000OHSAS ISO ISO 4. (after service) -113-

124 5. E2. E4. 6. F1. ISO ISO 7. G

125 G1. G4. G2. ISO A3 (3.94) A3 (4.06) A3 (4.31) A4 (4.27) A3 (4.72) A4 (4.64) B3 (3.04) B3 (3.26) B3 B3 (3.56) B3 (4.08) B3 (3.91) C15 (3.44) C15 (3.38) C15 (3.73) C13 (3.88) C14 (3.89) D2 (3.26) D2 (3.67) D2 (3.99) D3 (4.89) D1 (4.43) (3.13) E2 (3.44) E2 (3.87) (3.88) E2 (4.34) E2 (4.32) F1 (3.57) F1 (3.83) F1 (4.62) F1 (4.58) G3 G1 (3.34) (3.04) G1 (4.03) G1 (4.01) G1 (4.47) G3 (4.93) (3.50) (3.68) C15 D2 (4.06) E2 E2 F1 (4.20) F1 (4.21) -115-

126 55.32% 72.02% 45.69% 53.45% % -116-

127 15.48%

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