| 摘要註: |
鋼鐵為現代經濟社會中所不可或缺的生產原料，也是衡量一國工業生產的重要指標，因此鋼鐵業對於國家的經濟具有一定的影響力。再者隨著時代變遷，經營環境變得高度競爭，顧客對於服務品質的要求愈來愈高，因此鋼鐵業者如何改善自身服務品質以提升顧客滿意度是一項重要課題。本研究係以C鋼鐵公司之主要國內外顧客做為個案研究的對象，並引用Parasuraman, Zeithaml and Berry三位學者(1988)所提出的服務品質缺口的概念為核心，以顧客期望的服務與實際感受的服務進行探討。本研究發放113份問卷，回收107份問卷，國內62份，國外45份，問卷回收率達94%。研究分析是以SPSS來分析所回收之問卷資料，在分析方法上，本研究以敘述性統計分析、人口統計變項之差異分析、研究變數之相關分析以及重要度與滿意度分析（I-S Model分析）等統計方法進行資料分析與假設檢定。本研究的結論如下： 一、「是否負責採購」一項變數在『產品品質』與『顧客滿意度』兩構面的各題項皆無顯著差異；「是否負責採購」、「職稱」、「往來時間」、「員工人數」與「公司資本總額」在『服務品質』上有顯著差異，其中「職稱」、「往來時間」、「員工人數」與「公司資本總額」在『產品品質』、『服務品質』及『顧客滿意度』等三大構面上皆達到顯著差異。二、產品品質對服務品質具顯著的正向關係。三、產品品質對顧客滿意度具顯著的正向關係。四、服務品質對顧客滿意度具顯著的正向關係。最後，根據研究結果對個案公司提出可以提升顧客滿意度之相關建議，例如:提升資訊更新速度、產品開盤價格能隨景氣的起伏快速調整價格與為顧客提供差異化服務等，而提升C鋼鐵公司的競爭優勢。 Steel is an essential raw material for the economy in modern society and also an important criterion of judging a country’s industrial production. This fact makes steel industry influence the national economy to a certain degree. In this changing world, moreover, business environments turn to be highly competitive, and customers are more demanding for service quality. Therefore, how to enhance customer satisfaction through the improvement of service quality has become an inevitable issue for steel manufacturers. The research subjects in this case study were steel company C’s domestic and international clients. The model of Service Quality Gap by Parasuraman, Zeithaml and Berry (1988) was applied to examine the expected and perceived service quality. Out of 113 distributed questionnaires, 107 questionnaires were returned from 62 domestic clients and 45 international clients, with a response rate of 94%. The study used SPSS software for the analyses of Descriptive Statistics, One Way ANOVA, Correlation, and I-S Model. The results of the study were summarized as following：1.In the aspects of Product Quality and Customer Satisfaction, no significant differences are found between all the questionnaire items and the variables Purchase Duty. In the aspect of Service Quality, however, significant differences exist between all the questionnaire items and the variables Purchase Duty, Professional Title, Trade Duration, Staff Number, and Capital. There are also significant differences between all the questionnaire items and the variables Professional Title, Trade Duration, Staff Number, and Capital in the aspects of Product Quality, Service Quality, and Customer Satisfaction.2.Product quality has a significant positive influence on service quality.3.Product quality has a significant positive influence on customer satisfaction.4.Service quality has a significant positive influence on customer satisfaction.According to the research results, the study proposed some suggestions of enhancing customer satisfaction to improve Steel Company C’s competitiveness, e.g., efficiently updating information, flexibly adjusting opening prices based on the economic boom-and-bust, and providing customers with individual services. |