Can company increase profit through higher customer satisfaction?
|關鍵字:||顧客滿意度;關係品質;獲利能力;Customer Satisfaction;Relationship Quality;Profitability|
Companies conducted customer satisfaction surveys every year. Based on recent survey results, customers did not satisfy with product price, quality and delivery. In order to drive down cost, enhance product quality and shorten lead time, companies need to make huge investment. However, companies realized from the learning curve that the unit cost can only be driven down to a limit. In order to meet customers’ all requirements, companies need to invest more and more. But the return on investment was not as high as companies expected. The purpose of this study was to investigate how company can increase revenue through the improvement of customer satisfaction. In this study, questionnaires were sent to customers and their suppliers. Total thirty sets of the questionnaire had been sent out, and 25sets of valid questionnaire were collected. After analyzing the data, the principal conclusions were as below: 1.There was no directly relationship between customer satisfaction and customer profitability. 2.Customer satisfaction was positively associated with relationship quality. 3.Relationship quality had significantly positive effect on both repurchase intention and customer profitability. The sales force need to understand company’s resource and further to better control the market to select the correct type of customers. After the correct types of customers were selected, company can meet customers’ expectation more easily, and the relationship quality between company and customers can be maintained. Company can gain more trust and commitment from customers. As a result, customers are willing to make more purchases which brought more profits to the company.