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| Title: | 客服中心服務品質對顧客滿意度及忠誠度之研究—以信用卡為例 |
| Authors: | 黃怡音 |
| Contributors: | 樓永堅
黃怡音 |
| Keywords: | 客服中心
服務品質
顧客滿意度
顧客忠誠度
信用卡
call center
service quality
satisfaction
loyalty
credit card |
| Date: | 2002 |
| Issue Date: | 2009-09-11 16:54:47 (UTC+8) |
| Abstract: | 過去有關服務品質的研究大都以服務的特性(如可靠度、反應力等等..)做為服務品質的構面去探討每一構面對整體服務品質的影響，本研究則以服務的種類做為服務品質的構面去探討不同服務的服務品質對整體服務品質的影響。
根據Grönroos (1990) 對服務所做的分類，本研究將服務分成核心服務、輔助服務以及支援性服務，探討這三種服務對整體服務品質的影響力。
此外，在Zeithaml & Bitner (1996) 所提出的「顧客知覺品質與顧客滿意度關係圖」中認為滿意度直接受到知覺服務品質、知覺產品品質、知覺價格的影響，本研究便據此去探討整體服務品質對顧客滿意度的影響。此外，更進一步去探討顧客滿意度與顧客忠誠度之間的關係。
由於本研究主要著重在服務品質的探討，因此選定幾無實體商品的信用卡產業做為研究客體，探討知覺服務品質及知覺價格對滿意度的影響，而不探討知覺產品品質的影響。
根據Grönroos對核心服務、輔助服務以及支援性服務所下的定義，核心服務指的是企業在市場上生存的理由，應用在信用卡產業即為信用卡所提供「延遲付款」的利益以及旅遊保險、道路救援等等服務；輔助服務是企業為了讓顧客能使用核心服務所提供的服務，企業以此做為競爭的手段，增加差異化的程度，應用在信用卡產業即為客服中心所提供的服務；支援性服務是企業為了增加整體服務吸引力所提供的服務，應用在信用卡產業即為發卡銀行的企業形象及所參與的公益活動等等。
本研究共回收382份有效問卷，以247份進行LISREL分析，得到以下的結果。
在服務種類和整體服務品質的關係上，核心服務和支援性服務對整體服務品質並無顯著影響。唯有輔助服務(客服中心)對整體服務品質有顯著影響。顯示在核心服務與支援性服務易於模仿而日益趨同的情況下，輔助服務(客服中心)對消費者在評估整體服務品質時所具有的重要性已超越其他種類的服務。
在影響滿意度的因素上，研究結果顯示，整體服務品質與價格皆會影響顧客滿意度，且服務品質的影響力大於價格的影響力。此外，在滿意度和忠誠度的關係上，結果顯示，兩者之間呈正相關。
本研究以服務的分類去探討不同種類服務對整體服務品質的影響，並與Zeithaml & Bitner所提出的架構做一連結，提供未來學術研究在探討影響服務品質的構面時一個新的方向。
In the past, in the literature research on service quality, the characteristics of service such as reliability, responsiveness, and etc. were regarding as the dimensions of service quality to study the influence of each dimension on whole service quality. This research is taking the category of service quality as the dimensions of service quality to study the influence of different kinds of service on whole service quality.
According to Grönroos’s study on the category of service in 1990, this study is divided service into core service, facilitating services and supporting services to realize the influence of these three kinds of service on whole service quality. Furthermore, in the framework “Customer perception of quality and customer satisfaction” proposed by Zeithmal and Bitner’s, satisfaction is directly influenced by perceived service quality, perceived product quality, and perceived price. According to this reference, this study is to discuss the influence of whole service quality on satisfaction. In addition, this study would
Because this study emphasizes on the study of service quality, the main focus in on credit card to investigate the influence of perceived service quality and perceived price on satisfaction, rather than the influence of perceived product.
According to the definition of core service, facilitating services and supporting services proposed by Grönroos, core services are the reasons for being on the market. Applied to credit card, the core services are the benefit of deferred payment, travel insurance, road rescue, and etc. Besides, facilitating services are the services that facilitate the use of the core services. Applied to credit card, the facilitating services are the services call centers could supply. In addition, supporting services are used to increase the value and/or to differentiate the service from the services of competitors. Applied to credit card, supporting services are the image of the company and the activities for public warfare or charity the company holds or joins.
This study collects 382 copies of valid questionnaires and later LISREL analysis is carried out with 247 copies. The results are as follows.
With the relationship between service category and whole service quality, core service and supporting services has no significant influence on whole service quality. Only facilitating services—the services call center supplies—have significant influence on whole service quality. It shows that under the situation that the core services and supporting services are imitated easily and equaled gradually, the importance of facilitating services is beyond any other kinds of services when consumers evaluating the whole service quality.
As to the factors that influence satisfaction, whole service quality and perceived price both have significant influence of satisfaction, and whole service quality has more influence than price. In addition, with the relationship between satisfaction and loyalty, the two variables are positively related.
This study is to discuss the influence of different kinds of services on whole service quality and create a linkage between services category and the framework proposed by Zeithaml and Bitner. Also, the study wishes to provide a new direction for future literature research regarding the dimensions that would influence the service quality. |
| Reference: | 一、中文部分
1. 朱邦弘等，民國九十一年六月，「行動通信多媒體客服中心系統之發展」，電信研究雙月刊，第32卷第3期。
2. 李永年，民國八十七年六月，產品品質與服務品質對顧客滿意度及忠誠度之影響—以加油站為例，政治大學企業管理研究所碩士論文。
3. 李振維，民國八十九年五月，「新一代電話服務中心」，網路資訊雜誌，102期，頁104。
4. 周志峰，民國八十五年六月，經常使用循環信用卡之持卡人區隔特性描述及消費行為研究，台灣大學商學研究所碩士論文。
5. 柯宜君，民國八十九年六月，消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響—於三種有形性比重不同服務業之比較，政治大學企業管理研究所碩士論文。
6. 晨曦資訊，民國九十年四月，「CTI之應用在WEB之客服中心」，通訊雜誌，87期。
7. 曾世忠，民國九十二年三月，效率客服—客服中心的程序規劃，培生集團，頁20。
8. 經濟部商業司，民國八十九年，「1999年度台灣顧客關係管理運用現狀調查報告」，電子商務導航，第二卷第13期。
9. 遠擎管理顧問，民國九十年，2001年台灣客服中心之規劃、建置與運用調查研究報告，遠擎管理顧問有限股份公司。
10. 鄭甦民，民國八十九年，「淺談電話客服中心(Call Center)的發展與應用」，彰銀資料，49卷5期，頁6。
二、英文部分
1. Carman, J. M. (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVAQUAL Dimensions,” Journal of Retailing, Vol. 66, No.1, pp.33-55.
2. Dick, A. S. and B. Kunal (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, Vol.22, No.2, pp.99-113.
3. Engel, J. F., R. D. Blackwell, and P. W. Miniard (1994), Consumer Behavior, 8th ed, Orlando: The Dryden Press.
4. Espinoza, M. M. (1999), “Assessing the Cross-cultural Applicability of Service Quality Measure: A Comparative Study Between Quebec and Peru,” International Journal of Service Industry Management, Vol.10 No.5, pp.449-468.
5. Fornell, C. and D. Larcker (1981), “Evaluating Structure Equations Models With Unovservable Variables and Measurement Error,” Journal of Marketing Research, Vol.18, February, pp.39-50.
6. Grönroos, C. (1990), Service Management and Marketing, Lexington: Lexington Books.
7. Howard, J. A. and J. N. Sheth (1969), The Theory of Buyer Behavior, New York: John Wiley and Sons, Inc.
8. Heskett, J. L., W. E. Sasser, Jr., and C.W.Hart (1989), Service Breakthrough, New York: The Free Press.
9. Jones, T. O. and W.E. Sasser, Jr. (1995), ”Why Satisfied Customers defect,” Harvard Business Review, Vol.73, No.6, pp.88-99.
10. Kasper, H. (1988), ”On Problem Perception, Dissatisfaction and Brand Loyalty,” Journal of Economic Psychology, Vol.9 No.3, pp.387-397.
11. Kotler, P. & G. Armstrong (1996), Principles of Marketing, 7thed, New Jersey: Prentice-Hall Inc.
12. Oliver, R. L (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.
13. Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision,” Journal of Marketing Research, Vol.17, November, pp.460-469.
14. Parasuraman, A., V. A. Zeithaml, & L. L. Berry (1985) “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, Vol.49, Fall, pp.41-50.
15. Parasuraman, A., L. L. Berry, and V. A. Zeithaml (1988), “Communication and Control Processes in the Delivery of Service Quality,” Journal of Marketing, Vol.52, April, pp35-48.
16. Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol.64, No.1, pp.12-40.
17. Parasuraman, A., L. L. Berry, and V. A. Zeithaml (1991), “Understanding Customer Expectations of Services,” Sloan Management Review, Vol.32, No.3, pp.39-48.
18. Reed, D. (1999), Call Centres-The Next Generation Strategies for Evolving from Cost Base to Customer Focus, London:Informa Publishing Group Ltd.
19. Reichheld, F. F. and W. E. Sasser Jr. (1990), ” Zero Defections: Quality Comes to Services,” Harvard Business Review, Vol.68, No.5, pp.105-111.
20. Rust, R. T. and R. L. Oliver (1994), Service Quality: New Directions in Theory and Practice, London: International Educational and Professional Publisher.
21. Sasser, W. E., Jr., R. P. Olsen, and D. D. Wyckoff (1978), Management of Service Operations: Text and Cases, Boston: Allyn and Bacon Inc.
22. Taylor, S. A. & T. L. Baker (1994) “An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of consumers’ Purchase Intentions,” Journal of Retailing, Vol.70, No.2, pp.163-178.
23. Zeithaml, V. A. & M. J. Bitner (1996), Services Marketing, Singapore: McGraw-Hill. |
| Description: | 碩士
國立政治大學
企業管理研究所
90355018
91 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0903550181 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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