中文摘要
企業最大的挑戰不只是在創造滿意的顧客，因為每個競爭者都可以做到這一點，因此如何創造忠誠顧客才是重點。然而顧客總是最現實、健忘、甚至無情的，他們不會因為過去你的產品及服務十分滿意，而放棄未來可以買到更好東西的機會。因此唯有時時刻刻貼近顧客的心意，提供提供貼心及異想不到的服務，並不斷地以新思維、新流程、新技術、新工具、新產品、新服務，達到顧客滿意。同時為客戶創造更多價值，如果每一次的互動都帶給顧客價值，滿意度自然提高。同時根據8020法則,公司百分之八十貢獻的客戶,來自於百分之二十的客戶，因此針對Top客戶,提升其顧客滿意度和忠誠度將是確保Top客戶續用及推薦他人的關鍵因素。
綜合以上所述,本研究目的如下:
1、探討顧客對公司品牌滿意或是業務人員滿意與忠誠度之相關研究。
2、探討大型企業與隨機取樣企業在顧客滿意度與忠誠度之關聯性研究。
3、根據分析結果,提出可行之建議對策。
本研究對象分兩個群組,一組是個案公司Top100客戶,另一個群組則針對EMBA學生及個案公司隨機取樣之一般客戶，本問卷總共發出250份，有效回收問卷126份.
經研究結果發現：
一、在經過統計分析的結果之後，對於假設結果的驗證，我們可以發現一些事實，當顧客對於公司品牌產生滿意的情況之下，皆會使得消費者對於公司品牌產生信任與情感；從另一個層面來看，當顧客對於公司產生情感和信任時，則會對於公司品牌產生忠誠。
二.從公司業務代表的架構來看，依然可以得出顧客如果對於業務代表的表現呈現滿意的情況之下，對於業務代表則會產生信任與情感；同樣地，可以發現顧客對於業務代表信任與情感時，也會對於業務代表產生忠誠。
三.從整個研究架構來看，當顧客在對於業務代表產生忠誠時，也會對於公司品牌產生足夠的忠誠。
四.在統計分析之中，我們可以從獨立t檢定中，發現全錄公司的重要客戶與隨機樣本客戶的比較之上，皆可以發現全錄公司的重要客戶的滿意度皆高於隨機樣本的客戶。

The coporation biggest challenge not only create satisfied customers ,because every competiter can do it；Therefore， how to create loyalty customer is a key point. But customers always are realistic,forgetful,and even affectless, they can not abandon opportunities to get better products and service in the future because of your previous products and services were perfect.
Therefore，companies must understand and close to your customers’mind and provide special service for your customers at any time. We must provide new thought.new processes.new techonology .new tools.new products and new service to satisfy with what customers need and want.
According to the principal of rule 80 to 20 ,80% revenue comes from 20% customers,so it is a key to focus on critical customers，we should enhence customers as satisfied and loyal as possible.
The objectives of this study are as follows:
1.To understand the customer satisfaction is for research of corporation brand or sales person.
2.To understand the relationship between the huge company and the
random sample customers’satisfaction and loyalty.
3. According to analysis results ,we can provide suggestion and advice.
The roles of research distinguish from two groups.One group is Taiwan xerox company's critical customers and the other group is EMBA classmates.We obtained 250 usable questionnaires .The 126 questionnaires were valid.
The findings of research are:
1.When companies make customers trust and affect for the coporation brand, They will be satisfied with brand； on the other hand , if customers have satisfied with corporation, They will be loyal for their brand.
2.From the situation of salesperson , if customers would be satisfied with salespersons，customers will trust and affect for the salespersons.likewise，We can find customer will be satisfied with salespersons,and they will also be loyal to the salespersons.
3.At last,we can find customers are loyal for the salespersons.They will also be loyal to the coporation brand。
4.From the T test of statistic analysis,we can find competition between xerox coporations critical customers and random samples,the degree of satisfaction of xerox coporations critical customers is higher than ones of random samples.

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