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題名 從客戶滿意度調查擬定提升客戶關係策略與實務探討 -以M公司網路廣告客戶為例
Based on customer satisfaction to make a strategy on how to improve clients’ releationship A Case Study of M company Advertising and Online作者 彭恩慈
Peng, An Tzu貢獻者 洪叔民
Horng, Shwu-Min
彭恩慈
Peng, An Tzu關鍵詞 客戶滿意度
業務服務
產品技術滿意度
網路廣告
Customer satisfaction
Sale and service satisfaction
Products satisfaction
Online display ad market日期 2013 上傳時間 1-Mar-2022 17:05:33 (UTC+8) 摘要 網路廣告市場是近十年來每年都以兩位數成長的媒體，在此產業中各家公司採行不同經營的模式來搶佔市場佔有率。M公司是此產業主要的一家媒體，從此個案中了解客戶滿意度調查流程的研擬、問卷設計，到針對客戶滿意度調查的結果產生策略與計畫因應。本研究敘述統計之方法，個案整理如下：1.業務服務滿意度(SSAT)與產品滿意度(PSAT)都是影響客戶滿意度(NSAT)的兩個重點之一。2.M公司使用全球化產品平台，以外商的產品架構不容易因為單一市場的需求有所修改，因此對於M公司業務團隊來說增加客戶滿意度只能著重於業務服務滿意度，對於產品滿意度的後續改進較無施力點。3.從問卷的設計與客戶的調查結果了解該公司目前在業務服務滿意度以及產品滿意度上面的各項情形，包過最滿意以及最不滿意的項目。4.針對客戶滿意度結果制定一些改進策略與執行方向，以符合客戶需要。5.從競爭者的滿意度調查了解市場競爭情勢，以及如何設定差異化服務增加客戶滿意度。
Online display advertising market has been grown at double-digit growth rates since year 2001 and all of this industry’s players use different business models to win the market share. Company M is one of this industry’s players and based on this case, customer satisfaction survey, we can learn how to process customer satisfaction, make a questionnaire and take an action plan or make a strategy after customer satisfaction results.The case is based on descriptive statistics and highlights are as below1.Sales and Service Satisfaction and Product Satisfaction are two key factors to influence Customer Satisfaction. Company M use globalization platforms and it’s very difficult to escalate a product feature change due to a single market request. So that means the sales team at Company M only can focus on how to raise the satisfaction of Sales and Service rather than how to improve product satisfaction2. According to this questionnaire we can understand the analysis of Sales and Service satisfaction and Product satisfaction, including Very Satisfied and Very Dissatisfied.3.Based on this research result we can make an improvement plan and sales strategies to meet client’s expectations.4.From competitors’ satisfaction research we can understand market competition and how to make a differentiation service to increase customer satisfaction.參考文獻 英文文獻1. Anderson, E W., Fornell C., and Lehmann D. (1994). Customer Satisfaction, market share, and profitability: Findings from Sweden.Journal of Marketing,Vol.58(July):53-662. Bloemer, Joseeand Odekerken-Schroder, Gaby (2002) “Store Satisfaction and Store Loyalty Explained by Customer and Store-Related Factors” Journal of Consumer Satisfaction, 15, 68-81.3. Cardozo, R. N.(1965).An experimental study of customer effort, expectation and satisfaction. Journal of Marketing Research, Vol. 24,244-2494. Festinger,Leon,(1957).A Theory of Cognitive Dissonance. Stanford ,CA : Stanford University Press.5. Fornell, C.(1992). A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, 55(1),1-21.6. Fornell M. D., Eugene W. A., Jaesung C., & Barbara E. B. (1996).The American customer satisfaction index: nature,purpose,and findings, Journal of Marketing, Vol.60(October):7-18.7. Garbarino, E.& Johnson M.S.(1999). The different roles of satisfaction,trust,and commitment in customer relationshps. Journal of Marketing, Vol.3(April):70-87.8. Gronholdt, Lars, Anne Martensen, and Kai Kristensen. ”The Relationship between Customer Satisfaction and Loyalty: Cross-Industry differences.” Total Quality Management 11, no. 4-6（2000）: 509-514.9. Handy, C. R. and M. Pfaff, 1975. Consumer Satisfaction with Food Products and Marketing Services, Economic Research Service, U. S. Department of Agriculture, Agricultural Economic Report No.281.10. Hempel (1977), “In The Conceptualization of Consumer Satisfaction andDissatisfaction, edited by H. K. Hunt,” Consumer Satisfaction with the HomeBuying Process: Conceptualization and Measurement Cambridge, Mass: Marketing Science Institute.11. Huizinga, J. (1995), “Why satisfied customers defect,” Harvard Business Review, Vol. 3, No. 1, pp. 88-9912. Jones & Sasser, E.(1995).Why Satisfied Customers Defect,Harvard Business Review,Nov/Dec 1995,pp88-99.13. Hempel, D.J. (1997).Consumer satisfaction with the Home Buying Process: Conceptualization and Measurement. Marketing Science Institute.14. Hovland,Carl I.,O.J.Harvey & Muzafer Sherif.(1957). Assimilation and Contrast Effects in Reactions to Communication and Attitude Change. Journal of Abnormal and Social Psychology,.55,244-252.15. Kotler, P., Ang, S.E., Leong, S.M., & Tan, C. T.(1996). Marketing Management : an asian perspective. Prentice Hall.16. Latour, S.A., and Peat, N.C. (1979).Conceptual and metho dological issuses in consumer satisifaction research, Advances in Consumer Research, 431~437.17. Milind M.Lele & Jagdish N.Sheth(1988, June). The Four Fundamentals of Customer Satisfaction,Business Marketing,80-9418. Miller, J.A. (1997). Exploring Satisfaction, Modifying Models, ElicignExpectation, Posing problems and Making Measruement ofConsumer Satisifaction and Dissatisfaction,H.K.Hunt,ed.,Cambredge, Massachusetts: Marketing Science Institute (May),pp.72~91.19. Oliver, R. L.(1980). A Cognitive Model for the Antecedents and Consequences of Satisfaction. Journal of Marketing Research 17, pp460-469.20. Oliver, R. L., (1997) Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill, .21. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1998). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing, 64,(1), 12-4022. Weiner, B. (1986). An Attributional Theory of Motivation and Emotion. New York;Springer-Verlag23. Westbrook,Robert A. ,(1980).Intrapersonal Affective Influences on ConsumerSatisfaction with Products.Journal of Consumer Reasearch,7.,49-54 描述 碩士
國立政治大學
管理碩士學程(AMBA)
94362004資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094362004 資料類型 thesis dc.contributor.advisor 洪叔民 zh_TW dc.contributor.advisor Horng, Shwu-Min en_US dc.contributor.author (Authors) 彭恩慈 zh_TW dc.contributor.author (Authors) Peng, An Tzu en_US dc.creator (作者) 彭恩慈 zh_TW dc.creator (作者) Peng, An Tzu en_US dc.date (日期) 2013 en_US dc.date.accessioned 1-Mar-2022 17:05:33 (UTC+8) - dc.date.available 1-Mar-2022 17:05:33 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2022 17:05:33 (UTC+8) - dc.identifier (Other Identifiers) G0094362004 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139190 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 管理碩士學程(AMBA) zh_TW dc.description (描述) 94362004 zh_TW dc.description.abstract (摘要) 網路廣告市場是近十年來每年都以兩位數成長的媒體，在此產業中各家公司採行不同經營的模式來搶佔市場佔有率。M公司是此產業主要的一家媒體，從此個案中了解客戶滿意度調查流程的研擬、問卷設計，到針對客戶滿意度調查的結果產生策略與計畫因應。本研究敘述統計之方法，個案整理如下：1.業務服務滿意度(SSAT)與產品滿意度(PSAT)都是影響客戶滿意度(NSAT)的兩個重點之一。2.M公司使用全球化產品平台，以外商的產品架構不容易因為單一市場的需求有所修改，因此對於M公司業務團隊來說增加客戶滿意度只能著重於業務服務滿意度，對於產品滿意度的後續改進較無施力點。3.從問卷的設計與客戶的調查結果了解該公司目前在業務服務滿意度以及產品滿意度上面的各項情形，包過最滿意以及最不滿意的項目。4.針對客戶滿意度結果制定一些改進策略與執行方向，以符合客戶需要。5.從競爭者的滿意度調查了解市場競爭情勢，以及如何設定差異化服務增加客戶滿意度。 zh_TW dc.description.abstract (摘要) Online display advertising market has been grown at double-digit growth rates since year 2001 and all of this industry’s players use different business models to win the market share. Company M is one of this industry’s players and based on this case, customer satisfaction survey, we can learn how to process customer satisfaction, make a questionnaire and take an action plan or make a strategy after customer satisfaction results.The case is based on descriptive statistics and highlights are as below1.Sales and Service Satisfaction and Product Satisfaction are two key factors to influence Customer Satisfaction. Company M use globalization platforms and it’s very difficult to escalate a product feature change due to a single market request. So that means the sales team at Company M only can focus on how to raise the satisfaction of Sales and Service rather than how to improve product satisfaction2. According to this questionnaire we can understand the analysis of Sales and Service satisfaction and Product satisfaction, including Very Satisfied and Very Dissatisfied.3.Based on this research result we can make an improvement plan and sales strategies to meet client’s expectations.4.From competitors’ satisfaction research we can understand market competition and how to make a differentiation service to increase customer satisfaction. en_US dc.description.tableofcontents 目 次第一章 緒論 11.1. 研究背景 11.2. 研究動機 51.3. 研究目的 61.4. 研究流程 6第二章 文獻探討 82.1. 客戶滿意度的的定義 82.2. 顧客滿意評量的基本架構 112.3. 價值與顧客滿意之關係 122.4 顧客滿意度的衡量 122.5 客戶滿意理論 142.5 客戶滿意的基礎 16第三章 研究方法 173.1. 本研究個案探討 173.2. 研究背景說明與時間表 183.3. 研究方法 193.3.1研究對象與問卷時間設計 203.3.2 問卷內容 223.3.3 競爭者研究 223.4 問卷設計與抽樣 223.5資料分析方法 24第四章 資料分析與結果 254.1 敘述性統計分析 254.2 業務服務滿意度答題 264.3 M公司報表與付款流程 274.4 價值答題情形 .284.5 產品滿意度答題情形 284.6 技術領先答題情形 294.7 投資報酬率答題情形 294.8 多元的廣告產品答題情形 304.9 精準廣告答題情形 314.10 競爭者廣告答題情形 32第五章 結論與建議 345.1 客戶滿意度方面改善計畫 345.2 報表與付款流程改善計畫 355.3 提高價值改善計畫 365.4針對產品滿意度的改善計畫 385.5本個案結論與後續 40參考文獻 43英文文獻 43附錄一：問卷樣本 46附錄二: 線上問卷內容 48 zh_TW dc.format.extent 2948737 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094362004 en_US dc.subject (關鍵詞) 客戶滿意度 zh_TW dc.subject (關鍵詞) 業務服務 zh_TW dc.subject (關鍵詞) 產品技術滿意度 zh_TW dc.subject (關鍵詞) 網路廣告 zh_TW dc.subject (關鍵詞) Customer satisfaction en_US dc.subject (關鍵詞) Sale and service satisfaction en_US dc.subject (關鍵詞) Products satisfaction en_US dc.subject (關鍵詞) Online display ad market en_US dc.title (題名) 從客戶滿意度調查擬定提升客戶關係策略與實務探討 -以M公司網路廣告客戶為例 zh_TW dc.title (題名) Based on customer satisfaction to make a strategy on how to improve clients’ releationship A Case Study of M company Advertising and Online en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文文獻1. Anderson, E W., Fornell C., and Lehmann D. (1994). Customer Satisfaction, market share, and profitability: Findings from Sweden.Journal of Marketing,Vol.58(July):53-662. Bloemer, Joseeand Odekerken-Schroder, Gaby (2002) “Store Satisfaction and Store Loyalty Explained by Customer and Store-Related Factors” Journal of Consumer Satisfaction, 15, 68-81.3. Cardozo, R. N.(1965).An experimental study of customer effort, expectation and satisfaction. Journal of Marketing Research, Vol. 24,244-2494. Festinger,Leon,(1957).A Theory of Cognitive Dissonance. Stanford ,CA : Stanford University Press.5. Fornell, C.(1992). A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, 55(1),1-21.6. Fornell M. D., Eugene W. A., Jaesung C., & Barbara E. B. (1996).The American customer satisfaction index: nature,purpose,and findings, Journal of Marketing, Vol.60(October):7-18.7. Garbarino, E.& Johnson M.S.(1999). The different roles of satisfaction,trust,and commitment in customer relationshps. Journal of Marketing, Vol.3(April):70-87.8. Gronholdt, Lars, Anne Martensen, and Kai Kristensen. ”The Relationship between Customer Satisfaction and Loyalty: Cross-Industry differences.” Total Quality Management 11, no. 4-6（2000）: 509-514.9. Handy, C. R. and M. Pfaff, 1975. Consumer Satisfaction with Food Products and Marketing Services, Economic Research Service, U. S. Department of Agriculture, Agricultural Economic Report No.281.10. Hempel (1977), “In The Conceptualization of Consumer Satisfaction andDissatisfaction, edited by H. K. Hunt,” Consumer Satisfaction with the HomeBuying Process: Conceptualization and Measurement Cambridge, Mass: Marketing Science Institute.11. Huizinga, J. (1995), “Why satisfied customers defect,” Harvard Business Review, Vol. 3, No. 1, pp. 88-9912. Jones & Sasser, E.(1995).Why Satisfied Customers Defect,Harvard Business Review,Nov/Dec 1995,pp88-99.13. Hempel, D.J. (1997).Consumer satisfaction with the Home Buying Process: Conceptualization and Measurement. Marketing Science Institute.14. Hovland,Carl I.,O.J.Harvey & Muzafer Sherif.(1957). Assimilation and Contrast Effects in Reactions to Communication and Attitude Change. Journal of Abnormal and Social Psychology,.55,244-252.15. Kotler, P., Ang, S.E., Leong, S.M., & Tan, C. T.(1996). Marketing Management : an asian perspective. Prentice Hall.16. Latour, S.A., and Peat, N.C. (1979).Conceptual and metho dological issuses in consumer satisifaction research, Advances in Consumer Research, 431~437.17. Milind M.Lele & Jagdish N.Sheth(1988, June). The Four Fundamentals of Customer Satisfaction,Business Marketing,80-9418. Miller, J.A. (1997). Exploring Satisfaction, Modifying Models, ElicignExpectation, Posing problems and Making Measruement ofConsumer Satisifaction and Dissatisfaction,H.K.Hunt,ed.,Cambredge, Massachusetts: Marketing Science Institute (May),pp.72~91.19. Oliver, R. L.(1980). A Cognitive Model for the Antecedents and Consequences of Satisfaction. Journal of Marketing Research 17, pp460-469.20. Oliver, R. L., (1997) Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill, .21. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1998). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing, 64,(1), 12-4022. Weiner, B. (1986). An Attributional Theory of Motivation and Emotion. New York;Springer-Verlag23. Westbrook,Robert A. ,(1980).Intrapersonal Affective Influences on ConsumerSatisfaction with Products.Journal of Consumer Reasearch,7.,49-54 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200170 en_US
