臺灣顧客滿意指標(TCSI)之先期研究－以遊樂園為例

Abstract

Customer satisfaction, the most important task facing the increasingly future incomes of any enterprise, will be the most important profitable index. Taiwan Customer Satisfaction Index (TCSI), the nationwide quality indexes, is to measure the overall satisfaction from customer's historical purchase of goods or experience of service, except the single consumption samples. The field for measurement includes government departments, industries, enterprises and brands etc. This study is the pilot study of the TCSI. The objective of the study is to show the way to construct TCSI model and develop index. The pilot study analyzed the subject of customer satisfaction and customer royalty and the relationship between them, based on the questionnaires' data from customers' historical consumption experience in entertainment parks. SEM is the analysis tool not only to figure out an adequate model but also select out the most efficient index representing both satisfaction and royalty. Macroscopic, the TCSI is capable to appraise the quality of the national economics systematical operation. TCSI expands to 44 different industries in Taiwan whose productions occupy the 60% of the GDP. The study outcome would be the important reference of Taiwan nationwide customer satisfaction in the future.