滿意度提昇是否帶來較高的獲利?

Abstract

每年企業會針對顧客滿意度進行問卷調查。近年顧客反應的不滿意項目前三項為產品價格、品質及交期。供應商降低成本、加嚴控管品質及縮短交期皆需投入更多的資金。然而，供應商了解儘管是生產學習曲線單位成本降低的幅度有限。企業資源有限要滿足所有的顧客期望，需要投入更多的資源，其投資報酬率並沒有期望中那麼高。本研究為了探討供應商如何透過改善顧客滿意度才能有效增加營收。在本研究中以採購及銷售的顧客和供應商做為研究對象，回收有效問卷25組，經由統計分析後，提出實證結論。 1.顧客滿意度與獲利能力是無直接關係。 2.顧客滿意度與關係品質有顯著正向關係。 3.關係品質與顧客再購意願及獲利能力有顯著正向關係。 供應商必須先了解企業本身擁有的資源，進而掌握了解市場相關顧客屬性，選擇適配的顧客。對於適配的關鍵顧客，供應商才能更容易滿足顧客的需求，更能維護與顧客之間的關係品質。供應商得以取得顧客更多信任與承諾，藉此提昇顧客再購意願，有益於獲利能力。

Companies conducted customer satisfaction surveys every year. Based on recent survey results, customers did not satisfy with product price, quality and delivery. In order to drive down cost, enhance product quality and shorten lead time, companies need to make huge investment. However, companies realized from the learning curve that the unit cost can only be driven down to a limit. In order to meet customers’ all requirements, companies need to invest more and more. But the return on investment was not as high as companies expected. The purpose of this study was to investigate how company can increase revenue through the improvement of customer satisfaction. In this study, questionnaires were sent to customers and their suppliers. Total thirty sets of the questionnaire had been sent out, and 25sets of valid questionnaire were collected. After analyzing the data, the principal conclusions were as below:

1.There was no directly relationship between customer satisfaction and customer profitability. 2.Customer satisfaction was positively associated with relationship quality. 3.Relationship quality had significantly positive effect on both repurchase intention and customer profitability.

The sales force need to understand company’s resource and further to better control the market to select the correct type of customers. After the correct types of customers were selected, company can meet customers’ expectation more easily, and the relationship quality between company and customers can be maintained. Company can gain more trust and commitment from customers. As a result, customers are willing to make more purchases which brought more profits to the company.