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研究生： 梁以霖
Liang, Yi-Lin
論文名稱： 設計與優化顧客滿意度問卷－以TV產品品質客訴事件為例
The Design and Optimization of Customer Satisfaction Questionnaires: A Case Study of TV Product Quality Complaints
指導教授： 蔡雅雯
Tsai, Ya-Wen
學位類別： 碩士
Master
系所名稱： 工學院 - 工程管理碩士在職專班
Engineering Management Graduate Program
論文出版年： 2026
畢業學年度： 114
語文別： 中文
論文頁數： 81
中文關鍵詞： 顧客滿意度 、二階段問卷 、品質客訴事件 、TV產品
外文關鍵詞： Customer Satisfaction, Two-Stage Questionnaire, Quality Complaint, TV Products
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    • 在B2B製造業供應鏈中，品質客訴事件是供應商與客戶關係中最具壓力的互動之一。現有年度顧客滿意度問卷因偏向整體印象式設計、題目與客訴處理流程脫鉤，以及填答分數落於高分區間，往往無法有效反映客戶對單一客訴事件處理的具體感受與評價差異，亦難以作為客戶品質工程師(CQE)改善工作流程與溝通品質的依據。
    本研究以台灣TV面板製造商的品質客訴管理為研究對象，從CQE實務工作角度出發，重新設計一套針對TV產品量產後品質客訴事件的二階段顧客滿意度問卷。第一階段「客訴事件發生當下」問卷，於客訴結案報告提交後發放，衡量回應速度、調查啟動、溝通理解、不良原因說明與改善對策完整性；第二階段「事發後6個月」問卷，追蹤相同問題再發情形、品質改善(含市場不良率FR與產線不良率LR)、改善對策長期信任度及未來合作意願。問卷採用1–3–5分制，並為每題設定具體可觀察的給分基準，以取代原有模糊五點量表，降低主觀評分差異。
    最後，以個案公司同一年度同一客戶發生的三個TV產品品質客訴案例(畫面異常、偏光板氣泡、黑白臉不均)驗證二階段問卷的有效性與可辨識性，問卷由實際參與各案件的客戶總部及各工廠品質窗口分別填答。事件發生當下階段，總部填答三案例平均分數依序為4.8分、無、5.0分，工廠填答依序為3.6分、4.2分、5.0分；事發後6個月階段，總部填答三案例平均分數依序為4.4分、無、4.4分，工廠填答依序為3.2分、4.2分、4.4分。研究結果顯示：(1)新問卷能有效辨別不同責任歸屬案件的處理差異；(2)二階段設計能捕捉客戶滿意度的動態變化；(3)客戶對整體品質滿意度與未來合作意願具有結構性保守傾向，需持續累積品質一致性；(4)新設計問卷較原有年度問卷呈現更高鑑別度，能提供原問卷無法揭示的診斷資訊。

    In business-to-business (B2B) manufacturing, quality complaints are among the most stressful supplier-customer interactions. Existing annual satisfaction surveys measure overall impressions rather than event-specific perceptions, yielding consistently high scores that obscure differences across cases and offer limited guidance for Customer Quality Engineers (CQEs). This study develops a two-stage customer satisfaction questionnaire for post-mass-production TV quality complaints: a first-stage survey administered immediately after complaint closure, evaluating response timeliness, investigation initiation, communication, and corrective-action completeness; and a second-stage survey administered six months later, tracking recurrence, Field Return (FR) and Line Reject (LR) rates, long-term trust, and future cooperation intention. Each item uses a 1-3-5 scale with observable scoring criteria, replacing the ambiguous five-point Likert scale. Three complaint cases from the same customer validated the questionnaire's discriminative power, revealing distinct scores across headquarters and site respondents, and across time. Results show the new questionnaire distinguishes responsibility attribution, captures satisfaction dynamics, and reveals customers' structurally conservative evaluation tendency, offering diagnostic value absent from the original survey.

    摘要i 誌謝vi 目錄vii 圖目錄xi 表目錄xi 第一章 緒論1 1.1 研究動機1 1.2 研究目的3 1.3 研究方法4 1.4 研究流程6 1.5 研究限制7 第二章 文獻回顧9 2.1 顧客滿意度理論基礎9 2.1.1 顧客滿意度定義10 2.1.2 顧客滿意度形成機制10 2.1.3 顧客滿意度對後續行為之影響11 2.2 B2B情境下的顧客滿意度11 2.2.1 B2B與B2C顧客滿意度差異11 2.2.2 組織層級之顧客滿意度12 2.2.3 B2B合作關係與顧客滿意度之關聯13 2.3 品質客訴與回饋管理13 2.3.1 客訴處理的管理意義13 2.3.2 客訴回饋與顧客關係修復14 2.3.3 客訴管理與再發預防14 2.4 問卷設計與衡量方法15 2.4.1 一般問卷形式15 2.4.2 評分量表形式與給分原則16 2.4.3 二階段問卷設計17 2.5 TV產業滿意度17 2.5.1 影響TV產品售後滿意度的原因18 2.5.2 品質衡量與追蹤18 第三章 顧客滿意度問卷設計21 3.1 原有顧客滿意度問卷21 3.1.1 原有問卷之發放方式與評分制度22 3.1.2 原有問卷之內容特性23 3.1.3 原有問卷限制23 3.2 問卷重新設計之依據24 3.2.1 問卷重新設計之原因24 3.2.2 問卷設計原則與架構25 3.2.3 給分原則26 3.3 問卷發放對象與流程27 3.3.1 問卷發放對象27 3.3.2 問卷發放流程28 3.4 「客訴事件發生當下」階段問卷設計28 3.4.1問卷發放時間28 3.4.2 題目內容與給分設定29 3.4.3 各題給分原則定義與說明31 3.5 「事發後6個月」階段問卷設計34 3.5.1 題目內容與給分設定36 3.5.2 六個月後發放之理由38 3.5.3 各題給分原則定義與說明39 第四章 滿意度結果統計與案例分析43 4.1個案公司TV產品品質客訴案例說明43 4.1.1 案例一：畫面異常44 4.1.2 案例二：偏光板氣泡45 4.1.3 案例三：黑白臉不均46 4.2 「客訴事件發生當下」階段問卷結果46 4.2.1 案例一結果分析47 4.2.2 案例二結果分析48 4.2.3 案例三結果分析49 4.2.4 三案例結果綜合分析49 4.3 「事發後6個月」階段問卷結果51 4.3.1 案例一結果分析52 4.3.2 案例二結果分析52 4.3.3 案例三結果分析53 4.3.4 三案例結果綜合分析54 4.4 三案例客戶給分邏輯57 4.4.1 三案例客戶總部品質單位之評分邏輯57 4.4.2 案例一東南亞工廠品質單位之評分邏輯58 4.4.3 案例二歐洲工廠品質單位之評分邏輯59 4.4.4 案例三東北亞工廠品質單位之評分邏輯60 4.4.5 新舊問卷辨識力比較61 第五章 結論與後續研究63 5.1 結論63 5.2 後續研究64 參考文獻66

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