顧客滿意度影響因素之研究–石油業案例之探討

Abstract

本研究旨在以服務品質、價格與品牌形象三個因素來探討其對於顧客滿意度之影響，以E公司為例，並對E公司目前之服務提出具體的制度及改善建議，以期提供具價值性的服務。E公司於過去125年間在21個國家擁有38座煉油廠，每日可處理原油達630萬桶，成為世界上最大公開上市的石油和石化企業。E公司之業務型態係以B2B為主，面對頁岩油技術的發展，造成石油公司與美國頁岩油公司之間的削價競爭，使得E公司面臨前所未有的挑戰，故E公司期望能提供顧客更具價值性的服務，鞏固及強化和顧客之間的關係，與顧客成為合作夥伴。 本研究以敘述性統計分析、信度效度檢驗、差異性檢定與迴歸分析進行研究。透過研究方法發現，服務品質、價格、品牌形象皆與顧客滿意度具有正相關之關係，而此三個因素之間亦有不同程度之正相關的關係。最後，針對不同類型之顧客，提出具體之改善方法。

This research is to discuss the customers’ satisfactions under the influence of service quality, price and brand image. This research takes E company as an object of study, and will propose specific suggestions according to the current situation of E company, thereby providing valuable contribution. During the past 125 years, E company has 38 oil refineries in 21 countries, and can process crude oil up to 6.3 million barrels per day. Therefore, E company has become the largest public oil and petrochemical company in the world. E company mainly focuses on B2B business. Recently, the better development of shale oil extraction techniques leads to price war between oil companies and U.S. shale oil companies. Hence, E company faces the greatest challenge. They hope that they could provide customers with more valuable services, thereby strengthening the relations with customers. Furthermore, they could become a crucial partner with cus-tomers. This research is studied based on descriptive statistics analysis, test of reliability and validity, chi-square different test and regression analysis. Through these methods, we found that service quality, price and brand image have positive correlation with customers’ satisfactions, and there are also different degrees of positive correlation between these three factors. In the end, the specific suggestions are proposed according to various types of customers.