研究生: |
林明美 Min-mei Lin |
---|---|
論文名稱: |
違約處理影響顧客行為之探討
─以臺北自來水事業處逾繳水費違約金為例 The Influence of Customer Behavior on Penalty ─ A Case Study: Penalty of Default Payment from Taipei Water Department |
指導教授: |
葉明義
Ming-yih Yeh |
口試委員: |
李永輝
Yung-hui Lee 黃崇興 Chung-hsing Huang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理系 Department of Business Administration |
論文出版年: | 2010 |
畢業學年度: | 98 |
語文別: | 中文 |
論文頁數: | 58 |
中文關鍵詞: | 顧客關係 、違約金 、公平知覺 、顧客懲罰 |
外文關鍵詞: | Tap-Water, Customer Relationship, Default Payment, Perception of Fairness, Customer Penalty |
相關次數: | 點閱:179 下載:0 |
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本研究以臺北自來水事業處為研究標的,針對違約金制度設計之有效性進行實證研究,並嘗試瞭解違約金制度對顧客行為之改變及其影響程度。研究後,本文結論如下:
一、 多數用戶認同自來水處逾繳水費收取違約金之制度,且不同意取消該制度,而將催繳成本反應至水價。
二、 用戶對於自來水處收取水費逾期違約金之懲罰行為,將直接影響顧客對自來水處之滿意度,而不論客服人員本身的表現。
三、 違約金比率之高或低,並不會造成自來水處用戶未來逾繳水費行為之增減或是影響其對自來水處的滿意度。
四、 違約懲罰事件之處理有彈性,且客服人員能有適當解釋,將可降低用戶未來逾繳水費之行為,並可提升用戶滿意度。
本文另提出之建議如下:
一、 自來水處逾繳水費收取違約金之制度,應經由訊息的發佈使用戶產生社會學習效果。
二、 逾期違約金的收取應採彈性措施,並充分授權予第一線客服人員,主動釋放彈性處理之訊息;此外,尚需注意程序公平及互動公平,以提升用戶滿意度。
三、 應嘗試依用戶個人特徵加以分類,瞭解其行為模式,發展顧客關係管理系統,提供客服人員以適當之方式應對,進而改善顧客關係。
This research is an empirical research of the effectiveness of design of Default Payment System basis the situation and data of Taipei Water Department, and it tried to find out the change in customer behavior and the intensity of effect as result of Default Payment System. The conclusions of the research are listed below:
I. Most customers approve the default payment system of Taipei Water Department for overdue water bill, and they do not agree to remove the system and transfer the collection cost to water rate.
II. The punitive act of default payment on overdue water bill will affect customers’ satisfaction toward Taipei Water Department directly, regardless how the customer service department performs.
III. The rate of default payment, high or low, will not increase or decrease the overdue bill of customers of Taipei Water Department, and it will not affect customers’ satisfaction over the services of Taipei Water Department.
IV. Providing flexibility for overdue punishment plus proper explanation of customer service department t will cut down the overdue of customer and promote customers satisfaction.
We also put up the following suggestions:
I. The Overdue Bill Default Payment System of Taipei Water Department shall be released publicly through multiple channels to create a social learning effects to customers.
II. The levy of Overdue Default Payment shall be provided with flexibility and the front line customer service personnel shall be authorized sufficiently and shall actively release message of flexible handling. Also, Procedure Fairness and Interactive Fairness shall be attended to promote customer satisfaction.
III. It shall be tried to categorized customers with personal traits, find out individual behavior mode and develop Customer Relationship Management System, so to provide customer service personnel with proper way to interact and hope for improvement in customer relationship.
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