本研究欲探討客戶讚美對企業內部的影響。近年來客戶的評論越來越受到企業的重視，而客戶的讚美中也包含許多對公司的鼓勵及建議，因此本研究欲對客戶讚美進行探討。
本研究對某傳播業的網路整理資料進行內容分析的探討，所取樣的期間為2007年至2011年，擷取出屬於客戶讚美評論共120篇，以探討客戶讚美的內容。而在了解客戶讚美內容後，本研究欲進一步探討客戶讚美對企業內部的影響，向管理者及員工施放問卷，回收的有效樣本則為188份。
總結，本研究發現會將客戶讚美回報給上司的族群，對客戶讚美重視程度較高，此外，管理者對客戶讚美的處理方式與員工希望獲得的處理方式有不一致的情形。管理者在處理客戶讚美時，若能以員工角度出發，即能在激勵員工上獲得最大的績效。

This study is to investigate the customer compliments impact the enterprise. In recent years, the comments of customer have been getting more and more focus from the enterprises, customer compliments also contain a lot of encouragements and suggestions to the enterprises, this study is to explore customer compliments.
This study selected 120 comments from the network which belonged to customer compliments from communications industry during 2007-2011, by using content analysis to explore customer compliments. Further, in order to investigate the customer compliments impact the enterprise, using questionnaires method to the managers and staff, recovery of the effective sample was 188.
To sum up, this study found that the group who have the high degree of attention about customer compliments willing to return to the boss. In addition, it is inconsistent that managers handle customer compliments with the staff hope. When managers handle customer compliments, if we proceed to the staff point of view, that is able to motivate staff to get the maximum performance.

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李政賢、廖志恒、林靜如譯，Uwe Flick著，民國九十六年，「質性研究導論」，1版，台北市：五南。
胡政源，民國九十八年，「企業研究方法」，初版，台北市：鼎茂圖書。
張紹勳，民國九十二年，「研究方法」，修訂版，臺中市：滄海。

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