電腦科技業客服中心的遷移對臺灣顧客滿意度的影響 : 從教育訓練成效的觀點

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Title:	電腦科技業客服中心的遷移對臺灣顧客滿意度的影響 : 從教育訓練成效的觀點
Other Titles:	The influence of movement computer technology industry call center on the Taiwanese customer satisfaction : prospective of training effectiveness
Authors:	邱雅娟;Chiu, Ya-Chuan
Contributors:	淡江大學企業管理學系碩士在職專班李月華;Lee, Yueh-Hua
Keywords:	客服中心;訓練成效;台灣顧客滿意度;文化差異;Customer Satisfaction;Call-Center;Training Effectiveness
Date:	2012
Issue Date:	2013-04-13 11:28:27 (UTC+8)
Abstract:	近幾年，台灣區也有不少品牌電腦廠商，將客服中心的工作外包至中國大陸，由大陸客服人員來提供電話服務，遠距離解決在台灣地區的客戶所遇到的各種產品問題及疑難雜症。　　本研究主要探討大陸客服人員的電話服務對台灣顧客滿意度的影響，大陸客服人員在缺乏對台灣在地文化的了解，並且兩岸成長環境、文化觀念、語言措辭等差異，在經過訓練課程後，對台灣客戶的滿意度的影響為何? 本研究的研究對象為大陸客服人員及台灣顧客，並使用資料調查問卷發放，透過網路發放問卷給任職於大陸的客服人員，有效回收93份；並以紙本及網路方式發放調查問卷給台灣顧客，回收共363份，再以線性結構模式實際抽樣出93份，進行各構面的關聯性探討。　　其研究結果發現，大陸客服人員在接受訓練後的滿意度對訓練成效及兩岸用語認知差異會有顯著的影響，亦即訓練滿意度愈高，訓練成效會愈高及兩岸用語認知差異會愈小。而訓練成效的高低及兩岸用語認知差異的大小這兩個構面對台灣顧客滿意度高低無顯著影響，分析其原因，可能是因為發放對象大多是電腦相關製造業的朋友，並不能普遍代表所有的科技品牌使用者對大陸客服中心，建議後續研究者可以擴大調查對象，來進行研究分析。 It has been a trend of recent years for computer manufacturers in Taiwan to outsource their call center to China, which provided long-distance services for Taiwan-based clients for their technical problems. The call services from China-based representatives had great impacts on satisfactions of Taiwan-based clients. Commonly, the failure of those services came from several reasons, such as the lack of understating of local Taiwanese culture, and the differences of culture and idioms. In this way, this research investigated the effects of training programs toward the satisfaction of Taiwan-based clients. The population of this research came from China-based representatives and Taiwan-based clients. By utilizing questionnaires, totally 93 online samples were collected by from China-based representatives, while 363 online and paper samples were collected from their Taiwanese counterparts. Finally, Structural Equation Model was utilized to detect 93 samples for further investigation. This research results were : 1) The after-training satisfaction of China-based representatives has significant impact on training effect and idiom cognition barriers. That is, the higher the after-training satisfaction, the higher the training effect while the idiom cognition barriers moved towards the different direction. 2) Both variables, the training effect and the idiom cognition barriers, had no significant impact on satisfaction of Taiwan-based clients. This result came with a sampling issue that can only represent the opinions from manufacturer industry and cannot be applied to all fields. This research suggested a follow-up for other academics to expend their samplings for further analysis.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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