顧客滿意活動之推行與決策

Abstract

摘 要 由於各國的國家品質獎及國際標準組織中，都已正式強調顧客滿意（customer satisfaction；CS）的重要，因此CS活動的推行成為企業的重要策略及課題，應是必然的趨勢。國內學者雖自１９９０年代起，逐漸重視並研究此項活動的相關課題，但是迄今並無具體而有系統的研討如何使企業有效推行CS活動及進行決策。為此，本研究從企業整體的CS活動推行架構開始，到細部的評價體系架構及實務操作為止，進行幾項關鍵性問題的研究。並提出(1)CS活動推行架構，(2)具體課題與業務的擬定方向，(3)具體課題與業務的決策技術，(4)評價體系架構與實務操作程序等四項具體成果，來提升企業推行CS活動的意願及成功的可能性。並透過對個案企業的探討，說明各項研究成果的實務運作及分析方式，以提供企業在進行CS活動規劃時之參考，並進而提升決策上的能力。 關鍵詞：顧客滿意、推行架構、品質機能展開、決策、評價體系

ABSTRACT The importance of Customer satisfaction (CS) is formally emphasized by International Standards Organization (ISO) and national quality award in each country. The implementation of the CS activity becomes an important strategy and issue for enterprise. Although the domestic scholars had attended to this activity and studied its related issues, to this day no studies have ever tried to bring up a concrete and systematic discussion regarding enterprises’ implement of CS activity for an efficient decision-making. Therefore, this study proceeds to the following critical issues to enhance the desire probabilities and success of implementing CS activity: (1) the implementation of CS activity; (2) the directions of the topic and affair requirements; (3) the decision technology of the topic and affair requirements; (4) the evaluation system and practical operation. Finally, through the exploration of the case study, each empirical practice and analysis methodology will be particularly explained as consultation materials promoting the decision ability of the enterprise. Key Words: Customer satisfaction, Implementation framework, Quality function deployment, decision-making, evaluation system.