非營利組織的顧客滿意關鍵成功因素研究－以青年志工中心為例

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-非營利事業管理碩士班 > Item 987654321/21216

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題名:	非營利組織的顧客滿意關鍵成功因素研究－以青年志工中心為例
其他題名:	A Study of Critical Success Factors for Customer Satisfaction in Non-profit Organization--Case Study of The Youth Volunteer Centers
作者:	陳淑瑤 Chen, Shu-yao
貢獻者:	非營利事業管理研究所王士峰 Shih-Feng Wang
關鍵詞:	顧客滿意度;關鍵成功因素;青年志工中心;非營利組織 Critical Success Factors;Non-profit Organizations;The Youth Volunteer Centers;Customer Satisfaction
日期:	2003
上傳時間:	2015-06-02 09:53:35 (UTC+8)
摘要:	行政院青年輔導委員會青年志工中心為國內協助非營利組織發展的整合機構，亦為發展志願服務的策略性基地，同時是志願服務團體的表率及領航者，所提供服務的好壞不但關係到政府在第三部門領域方面的績效呈現，亦關係到國內非營利組織形成優勢基礎管理的途徑效標。尤其是顧客群對其所提供服務的滿意程度，更是青年志工中心達成目標使命的最佳指標，而探討青年志工中心顧客滿意關鍵成功因素（CSF），乃為本研究的重點。　　　　本研究以PZB三位學者提出之服務品質觀念模式、「SERVQUAL」量表為理論依據及研究架構，佐以黃營杉、王士峰等對關鍵成功因素（CSF）的解釋，對青輔會青年志工中心進行實證性的問卷調查研究，其研究發現如下：　　(一)青年志工中心的顧客滿意的服務因素本研究經實驗分析結果，確定了青輔會青年志工中心在其提供的服務領域方面，有著五大服務構面（可靠性、激勵性、勝任性、有形性、反應性），含25題問項的顧客滿意之服務因素存在，實證結果顯示青年志工中心有著令顧客群感到滿意的成功服務領域。　　(二)青年志工中心在人口變數方面對服務滿意度的影響本研究經實證分析結果，發現青年志工中心形成的主要顧客群仍以年輕的女大學生佔大部份;且顧客群的絕多數均是無宗教信仰且未婚；參與者以親友的告知且多數均初次參與者居多。而在推薦青年志工中心給他人知曉參與方面，則以男性及信奉道教之顧客的意願較顯著，另外大學生對於實際服務的感受也顯得較為顯著。　　　這意謂著有著上述背景資料的顧客群為青年志工中心的中堅客源，他(她)們左右著青年志工中心的服務滿意度，亦反應著當前學園青年參與志願服務的走向，更代表著青年志工中心對顧客群在教育功能的奉獻面有其重要性。　　(三)青年志工中心顧客滿意關鍵成功因素（CSF）的所在本研究經實證分析結果，探討歸納出三個核心關鍵成功因素(CSF)—可靠性、激勵性與勝任性，而經由構成此三個核心CSF的12題問項內容，導出了青年志工中心的「人員」是促成令顧客群感到服務滿意的靈魂，因為有著他(她)們熱誠、關懷、專業及妥適的付出，進而搭配青年志工中心所設計的專案、所安排的活動課程等，才能令顧客群有著信任、激發與發揮社會服務志願的滿足空間，此即表示青年志工中心在培訓中心人員方面，充份實現了以「顧客為導向」的現代行銷精神。　　　　青年志工中心顧客滿意CSF的導出，意謂著青年志工中心所倡導的議題與達到組織目標之間強烈的關聯性，並關係著青年志工中心必須確保在成功的領域中持續地維持並順利執行重要的議題事項的策略導向。而青輔會的青年志工中心涵蓋全國十八個縣市，服務對象為青年階層，顯示其在銜接學校與社會間扮演著十分重要的教育功能角色，本研究以實證方式證實了青年顧客群對青年志工中心所呈現的服務滿意CSF，此關係著青年志工中心於往後在針對青年顧客群訂定策略時的重要參考指標。　　　The Youth Volunteer Center of the National Youth Commission is the integrated institution providing assistance to non-profit organizations. It is also the base for developing volunteer service strategies. Since it stands as the epitome and flagship of volunteer service groups, services offered not only manifests the efficiency of the third sector, but serves as the index of performance of non-profit organization. Degree of customer satisfaction acts as the optimal goal achievement indicator of the youth volunteer center, therefore this paper intends to derive the customer satisfaction and its critical success factors (CSF) of the youth volunteer center. 　　　　The paper uses the SERVQUAL assessment chart, a service quality conceptual model proposed by PZB, as the theoretical basis and research framework of this paper. We conducted an empirical questionnaire survey on the Youth Volunteer Center of the National Youth Commission and hopefully to make the conclusions as follow: 　　(A) Customer Satisfaction Factors of the Youth Volunteer CenterEmpirical analysis results proved that the services provided by the center contained the five service qualities (reliable, stimulating, capable, concrete, and responsive); including the customer satisfaction service factors covered in the 25 questions. The empirical results indicated that the services offered in Youth Volunteer Center were capable of providing customer satisfaction.　　　(B) Effects of Demographic Changes on Service SatisfactionEmpirical analysis results discovered that female university students accounted for majority of the Youth Volunteer Center customers, and most of them were nonsectarian and single. The participants were mostly first-time participants who have heard of the center through referrals from friends and families. However, recommendation inclination was more significant among male, Taoist customers. Actual service perception is also more significant in university students. 　　　　　The findings indicated that the customer base possessing the foregoing background data form the backbone customer source of the Youth Volunteer Center. They determined the customer satisfaction rating of the Youth Volunteer Center. The findings also reflected that the trend of volunteer work inclination among youths in the present campus, as well as the importance of the youth volunteer center’s contribution into the education of its customer base.　　　(C) Customer Satisfaction Critical Success Factors (CSF) of the Youth Volunteer CenterThe empirical analysis finds three core critical success factors (CSF)— reliable, stimulating, and capable. The 12 questions that obtained these three core CSFs showed that the Youth Volunteer Center staff are the soul factor that make the customers satisfied with the center’s services. Their dedication, concern, professionalism, and proper devotion combined with the center-designed programs and scheduled activities and classes won the customers’ trust, stimulated them, and optimized social service volunteerism. It is a clear indication that the Youth Volunteer Center had fully realized the modern marketing spirit of “customer orientation” in its personnel training.　　　　The derivation of the Youth Volunteer Center customer satisfaction CSF signified a strong correlation between the agendas and goal achievement capacity of the center; hence the center should make sure that it would be able to maintain its accomplishments and successfully execute its key agenda strategies. The Youth Volunteer Center of the National Youth Commission covers 18 counties and cities and centers all cater to the youth market. This means that the center plays a vital role in youth education and acts as a bridge between the campus and society. The empirical findings of this paper proves the service satisfaction CSF of the center, as manifested by its customers. Data obtained could serve as a key reference for future youth customer market strategy planning studies.
顯示於類別:	[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-非營利事業管理碩士班

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