影響租賃業企業客戶滿意度與忠誠度的因素

Abstract

在以中小企業為主的台灣，租賃業雖每年均有成長，但也面臨如銀行業及租賃同業的激烈競爭，因此租賃業者應思考如何提升服務品質、調整授信條件、了解顧客購買的動機、規劃並提供符合客戶需求的商品或服務，以提高租賃業企業客戶持續購買，維持長期穩定關係的意願，同時也要思考如何提升顧客滿意度與顧客忠誠度，強化本身產品及服務的競爭優勢，才能於激烈競爭的產業環境中取得一席之地。 本研究主要是以問卷調查的方式來進行，主要探討影響租賃業企業客戶滿意度與忠誠度的因素，以租賃業往來的企業客戶作為問卷發放的研究對象，透過SPSS軟體及統計方法進行分析，分析及研究的成果如下： 一、租賃業企業客戶的服務品質與顧客滿意度有正向的關係。 二、租賃業企業客戶的授信條件與顧客滿意度有正向的關係。 三、租賃業企業客戶的購買動機與顧客忠誠度有正向的關係。 四、租賃業企業客戶的服務品質與顧客忠誠度有正向的關係。 五、租賃業企業客戶的顧客滿意度與顧客忠誠度正向的關係。

本研究之結果希望能提供租賃業者提高企業客戶的滿意度及忠誠度的決策參考，並將上述研究結果歸納出管理意涵，進而提出實務上的具體建議。

Leasing companies mainly target at the market segment of small and medium enterprises (SMEs).Because SMEs are the major business entities in Taiwan, the scale of leasing industry grows every year. In the meantime, leasing companies face the fierce competition with other peer companies and banks. In order to retain customer base, leasing companies should improve their service quality, understand customers’ buying motivation, and provide them with appropriate loan agreements that best meet their needs. Besides, the leasing companies need to improve customer satisfaction and loyalty, and reinforce competitive advantages of products and services to stand out among others in the industry. The conclusion of the thesis is based on questionnaires, which aim to survey the factors affecting customer satisfaction and loyalty. The research participants are the customers of a leasing company. By analyzing the collected data with the SPSS, the results indicate the following: 1. Perceived service quality and customer satisfaction are positively correlated. 2. Fulfillment of customer requirements and customer satisfaction are positively correlated. 3. Purchasing motivation and customer loyalty are positively correlated. 4. Perceived service quality and customer loyalty are positively correlated. 5. Customer satisfaction and customer loyalty are positively correlated.

This research aims to provide leasing companies with pragmatic suggestions on how they can better satisfy customers and retain customer loyalty.