政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104841
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 110080/141030 (78%)
造訪人次 : 46387857      線上人數 : 828
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104841


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104841


    題名: 顧客抱怨處理：公關策略之研擬及對組織－－群眾關係的影響
    其他題名: Customer Complaints Handling: A Study of Public Relations Strategy and Its Effects on Organization-Public Relationships
    作者: 劉正道
    關鍵詞: 公關策略;顧客抱怨;顧客關係
    Customer complaint;Public relations strategy;Customer relations
    日期: 2007-01
    上傳時間: 2016-12-14 11:59:37 (UTC+8)
    摘要: 本研究以公關四模式作為研擬公關抱怨溝通策略的理論架構，並應用Grunig與Huang（2000）及Hon與Grunig（1999）組織－群眾關係量表，評估其對顧客關係變化的影響。藉由問卷調查南部某大學240位學生對真實企業抱怨處理案例的看法，本研究歸納出以不對等溝通為導向的「不認錯」策略及以雙向對等溝通為考量的「同理心」策略。就顧客關係而言，試圖掌控顧客、維護企業利益的「不認錯」公關溝通策略會導致顧客關係的破裂；反之，強調雙贏、互利及互信的「同理心」公關溝通策略，則可獲得顧客的信任。
    This study adopts models of public relations as a theoretical framework to develop public relations oriented strategies in dealing with customer complaints. This paper also applies Hon & Grunig`s (1999) organization-public relationship scale to assess its impact on the change of customer relations. In a survey of two hundred and forty college students who had experie nces in handling real-life customer complaints, the researcher identified two strategies: One is `never admit own mistake,` and the other is `put one`s feet on other`s shoes.` The former is an asymmetric-oriented public relations strategy. That is, the company attempts to manipulate customers in order to protect its interests, whereas, the latter is a symmetric-based strategy. The organization tries to enhance mutual trust and mutual beneficial relationship with its customers when facing customers` complaints. Moreover, the study revealed that, in terms of customer relations building, `never admit one`s mistakes` strategy damaged of customer relationship. In contrast, `put one`s feet on other`s shoes` earned customers` trust.
    關聯: 廣告學研究, 27, 25-55
    資料類型: article
    顯示於類別:[廣告學研究] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    27-2(p.25-55).pdf409KbAdobe PDF2560檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋