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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63869

    Title: 直銷公司提升顧客滿意度及忠誠度之探討—以A公司為研究對象
    Authors: 施勵民;Shih,Li-Ming
    Contributors: 管理學院高階主管企管碩士班
    Keywords: 忠誠度;顧客滿意度;customer satisfaction;customers’ expectation
    Date: 2009-06-09
    Issue Date: 2014-05-08 15:34:48 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 依內政部統計,96年底我國總人口數2,295.8萬人,其中有高達19.74%在96年曾參加多層次傳銷組織,換言之,在台灣大約平均每五人就有一人是直銷商。而目前台灣直銷產業環境已趨向成熟,市場也非常競爭,因此單以產品品質為競爭利器,已不符合目前直銷產業的趨勢。為求企業能永續成長,除留住既有的會員外,也要拓展新加入的會員人數。故如何瞭解目標顧客的需求,以超越顧客期望的差異化服務來提高「顧客滿意度」及維繫既有顧客的「忠誠度」,是使企業保持競爭優勢的重要關鍵。
    ;Nowadays in Taiwan, there will be one distributor among every five persons in terms of population. As Direct Selling industry become more and more mature, the market competition is getting fierce as well, therefore, the product quality is not enough to be the only competitive edge of enterprise anymore. To meet the development trend of industry and keep the enterprise everlasting, in addition to recruit and retain more members in the business, how we are going to lift the customer satisfaction and loyalty by differentiated service and further exceeding the customers’ expectation is now a key lesson for enterprise to learn.
    The value chain of direct selling industry comprises of three major parties - Company, Distributor and Customer. The study is focusing on one of the key roles – the Distributor, and is trying to figure out the improvement on their satisfaction and loyalty through all the service innovation practices done by the specific case company. The findings of the study are as follows:
    1.The factors of evaluating customer satisfaction and loyalty are different between direct selling industry and other service industry.
    2.Both member recruitment and sales boom up after implemented the experience marketing in service centers.
    3.Distributor satisfaction and renewal rate improved significantly with multi-media service center and universal service agent set up.
    4.The three key factors for distributors to renew are product quality, business opportunity and service.
    5.In direct selling business, it will be more appropriate and more objective to measure customer loyalty by the renewal rate of distributors.
    6.It was proved by the practice that the customer satisfaction and loyalty are positive related in case company.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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