建築師服務品質與顧客滿意度之研究

Abstract

建築師屬於「專業、科學及技術服務業」，提供符合顧客需求之優質服務，是維繫其競爭力、未來獲利能力及追求永續經營的首要課題。然而單是提供完善的服務品質仍是不足的，更重要的是能與顧客建立長期的關係，追求全方位的顧客滿意。越來越多研究以顧客滿意度作為診斷產品或服務績效的準則，然而對於建築師而言，相關之研究仍相對闕如，因此本研究嘗試建構一種評估建築師服務品質與顧客滿意度的模式。 本研究首先探討國內建築師經營現況，再藉由問卷調查國內學校機關對於建築師所提供服務的評價，並運用部分最小平方演算法(Partil Least Square algorithm)分析驗證美國顧客滿意度指標模式(American Customer Satisfaction Index；ACSI)應用於我國建築師的適用性與解釋力，結果發現透過對問卷加入更多引言及說明，能較符合ACSI模式的原意並於模式驗證上得到較好的效果。另外，受訪之承辦人員對於建築師的顧客滿意度分數不高(48.42分)，顯示國內學校機關對於建築師所提供的服務感到不甚滿意，因此建築師必須加以檢討改進，以改善顧客對建築師專業的信賴與滿意。 本研究再透過PZB服務品質概念模式(PZB model)，探討我國建築師服務品質並建構其策略管理矩陣，分析結果找出22個業主期望與建築師實際表現之間落差最大的服務項目，可將其作為優先改善的重點，藉以提供建築師改善服務品質的具體指導方向，進而提升顧客滿意度及維繫其競爭力。

Architect profession belongs to the professional technical service industry. In order to maintain their competitiveness, earning capability in the future, and pursuance of the continuous operation in the business, the most important issue is to provide customers outstanding services which cohere with the customers’ requests. However, perfect service quality is not sufficient. To provide satisfaction to customers in all aspects, the critical issue is to build a long-term cooperative relationship with customers. There is an increase in many research fields on customer satisfaction rate. The customer satisfaction rate has been widely used as a principle to measure the achievement and performance of the products or services. However, in the architect profession, the related research is insufficient. Therefore, the goal of this research is to build a model which evaluates the service quality of the architects and the customer satisfaction rate. Firstly, we discuss the current operation situation of the domestic architects. Secondly, a questionnaire survey study is conducted at the domestic schools and institutions to investigate the reputation of the architect services. Moreover, we use the questionnaire results and Partil Least Square algorithm to verify the applicability and explanation sufficiency of the American Customer Satisfaction Index (ACSI) applying to domestic architects in Taiwan. By having more introduction and explanation in the questionnaire, we found that a better model verification result can be acquired and the original concept of the ACSI model would be maintained. In addition, the interviewed agency representatives give mid-low grades (48.42) to the customer satisfaction rate of the architects. This fact shows that domestic schools and institutions are not satisfied at the services provided by the architects. Therefore, architects should review and strengthen their services to improve the satisfaction rate and confidence of their customers. This research also investigates the service quality of the domestic architects and establishes the strategy management matrix by adapting PZB model. The analysis result finds 22 services categories in which the largest differences exist between proprietor’s expectation and architects’ performance. To provide the guidance of improving the service quality to architects, we suggest these 22 service categories as the factors which need to be enhanced at first. Furthermore, architects can improve the customer satisfaction rate and maintain their competitiveness.