在現在競爭激烈的企業環境中，企業從過往以製造與低成本為競爭優勢的供應鏈管理，逐漸轉型為以顧客需求為核心之需求鏈管理，強調企業發展之策略重點需能符合顧客需求的趨勢。顧客心聲，是了解顧客需求的重要資訊。 企業客戶服務中心，能夠協助企業將顧客心聲中粹取出重要的顧客意見回饋，透過資訊轉化，傳達至企業內部功能單位，成為企業內部決策與管理改善之重要依據，讓顧客意見能夠參與企業的決策過程。本研究主要探討之內容為企業客戶服務中心之四大營運模式，包含「客戶服務中心」、「客戶關懷中心」、「行銷媒體回應中心」與「電話行銷中心」，分別收集的顧客心聲影響企業八大價值活動的深度與強度；企業八大價值活動包含「品牌認同」、「產品研發」、「製程與品管」、「行銷活動」、「通路管理」、「服務流程」、「營業收入」與「顧客經驗」。 本研究透過實務界三個研究個案的實證分析與歸納，有以下之研究發現： 一、 透過客服中心的四種營運模式，企業具體蒐集顧客心聲，轉化為對顧客需求之了解，進而針對消費者需求提供適合的產品或服務。 二、 透過客服中心所收集顧客心聲(Voice of Customer)，經過內部資訊傳遞，可驅動企業主要八大價值活動「品牌認同」、「產品研發」、「製程與品管」、「行銷活動」、「通路管理」、「服務流程」、「營業收入」、「顧客經驗」。 三、 本研究推論當企業可採取不同的客服中心營運模式以協助企業達到不同的策略目標。 本研究之結論如下： 一、 企業客服中心，可以收集重要顧客資訊，並透過跨部門之資訊交流與管理，轉化為重要策略之參考依據，影響企業需求鏈管理的八大價值活動。 二、 企業客服中心可以協助企業驅動需求鏈管理之「了解顧客需求」(Understand Demand)、「管理顧客需求」(Manage Demand)與「創造顧客需求」(Create Demand)。 / In the more and more eager competition business environment, enterprises’s competences are transformed from supply-chain management to demand chain management. Customer-oriented is an important policy and reference for enterprises to determine development strategy. Customer contact center could collect most customer data and information which could facilitate company extract important customer insight and opinions from them. There are four operation models of customer service center, which includes”Customer service center”、”Customer care center ”、”Marketing response center”、”Telemarketing Center”. The objective of the research is want to find out how the customer insight collected from these four operation center interactive the eight major company value activities. The research is analyzed and investigated through 3 real cases, and we have the research finding as following, I. Through four models of customer contact center, enterprises could collect customer insight and transform them into the understanding of customer demand and modify the business strategy accordingly. II. The voice of customer collected from customer contact center could facilitate the eight major company value activities. III. The finding of the research inferred that the four models of customer contact center could help enterprises achieve different strategic objectives accordingly. Key word：Call Center、Demand Chain Management、Customer Insight、Customer Service

資訊管理文獻中，對於電子商務環境的顧客資訊滿意度衡量模式甚少探討。目前文獻中的使用者資訊滿意度(UIS)，以及使用者自建系統滿意度(EUCS)兩種衡量模式，主要是適用於「傳統資料處理環境」或是「使用者自建系統環境」。因此，本研究將發展一個適用於「數位產品網路行銷環境」的顧客資訊滿意度衡量模式。首先，本研究探討了網站顧客資訊滿意度(WCIS)的概念性定義，作者從文獻中歸納出初步的顧客資訊滿意度衡量構面與問項，並透過訪談、焦點群體、先導研究等方法來加以補充與調整。再者，本研究也說明了量表問項產生過程、資料蒐集方法、以及純化測量的步驟。作者並運用兩個配額樣本來進行探索性因素分析以及驗證性因素分析，其中嚴謹地檢驗了顧客資訊滿意度衡量模式的信度、內容效度、效標關聯效度、收歛效度、區別效度，以及法理效度。最後，本研究探討了顧客資訊滿意度衡量模式在實務界與學術界的應用方式，並討論了本研究所面臨的若干限制，同時提出一些未來可以進一步研究的方向。作者希望本研究所提出的顧客資訊滿意度衡量模式，未來可以被其他研究人員用來發展網路行銷或電子商務理論。 CHAPTER 1. INTRODUCTION….………………………………………….….…1 CHAPTER 2. DOMAIN OF WEB CUSTOMER INFORMATION SATISFACTION ……………………………………………………………………..4 2.1 The Focus of This Study…………………………………………….…..…….4 2.2 The Impact of E-commerce on the Business Process of DPSPs….……….…..5 2.3 Instruments for Measuring User Information Satisfaction (UIS) and End-User Computing Satisfaction (EUCS)…….……………..……………….6 2.4 The Conceptual Definition of Web Customer Information Satisfaction ….…..9 2.5 The Theoretical Framework for Assessing WCIS……………………….…..12 2.6 Service Quality versus Customer Satisfaction………………………….……14 CHAPTER 3. GENERATION OF SCALE ITEMS……….……………………...16 3.1 Generation of Initial Item List……………………………………………...16 3.2 Pilot Study…………………………………………………………………....17 CHAPTER 4. SCALE PURIFICATION AND EXPLORATORY FACTOR ANALYSIS…...…………………………………………………………..19 4.1 Sample and Procedure……………………………………………………….19 4.2 Item Analysis and Reliability Estimates……………………………………..20 4.3 Identifying the Factor Structure of the WCIS Construct…..…………………21 4.4 Reliability…………………………………………………………………….23 4.5 Content Validity………………………………………………………………25 4.6 Criterion-Related Validity……………………………………………………25 4.7 Reliability and Criterion-Related Validity by Type of Web Site……………..26 4.8 Discriminant and Convergent Validity……………………………………….27 4.9 Nomological Validity………………………………………………………...28 CHAPTER 5. THE CONFIRMATORY FACTOR ANALYSIS OF THE WCIS INSTRUMENT………………………………………………...……………30 5.1 Need for Confirmatory Analysis………………………………………….….30 5.2 Methods……………………………………………………………………....33 5.3 Data Collection for Confirmatory Analysis………………………………….41 5.4 Alternative Models…………………………………………………..……….43 5.5 Criteria for Comparing Model-Data Fit…..………………………………….46 5.6 Checks for Statistical Assumptions………………………………………….49 5.7 Estimation Method…………………………………………………………...50 5.8 Results………………………………………………………………………..50 5.9 Assessment of Reliability and Validity………………………………………55 5.10 The Measurement of Service Quality……………………………………….60 5.10.1 The Development of SERVQUAL and IS-adapted SERVQUAL………61 5.10.2 Refinement of an EC-adapted SERVQUAL…………………………...66 5.11 Research Findings for Confirmatory Analysis……………………………...72 5.11.1 Findings for Question One……………………………………………72 5.11.1 Findings for Question Two……………………………………………74 5.12 Comparison of Underlying Dimensions Between UIS, EUCS and WCIS…………………………………………………………………..76 CHAPTER 6. IMPLICATIONS………….………………………………………..77 6.1 Implications for Practice……………………………………………….....….77 6.2 Implications for Research.……………………………………………………79 CHAPTER 7. CONCLUSION……..………………………………………………81 REFERENCE……………...………………………………………………………..83 GLOSSARY…………………………………………………………………………95 APPENDIX A Measurement of Web Customer Information Satisfaction – Forty-Three Items Used in the Pilot Study…………………………………………...97 APPENDIX B Observed Correlation Matrix of WCIS Instrument in Confirmatory Analysis..……………………………………………………………....99 APPENDIX C Observed Correlation Matrix of Initial EC-SERVQUAL Instrument…………….……………………...………………………………………100 APPENDIX D The LISREL Program for WCIS Model 1……..…………………...101 APPENDIX E The LISREL Program for WCIS Model 2.……….………………...102 APPENDIX F The LISREL Program for WCIS Model 3...………………………...104 APPENDIX G The LISREL Program for WCIS Model 4..………………………...105 APPENDIX H The LISREL Program for EC-SERVQUAL Model 1.…………….106 APPENDIX I The LISREL Program for EC-SERVQUAL Model 2.…………….107 APPENDIX J The LISREL Program for The Structural Model Between WCIS and EC-SERVQUAL Measures………………………………..………………...108 ABOUT THE AUTHOR…………………………………………………………...110 / MIS literature has not addressed the measurement of web customer information satisfaction (WCIS) in electronic commerce. Current models for measuring user information satisfaction (UIS) and end-user computing satisfaction (EUCS) are perceived as inapplicable as they are targeted primarily towards either conventional data processing or the end-user computing environment. This study develops a comprehensive model and instrument for measuring customer information satisfaction for web sites that market digital products and services. This paper first discusses the concepts and definitions of WCIS construct from the literature. The researcher summarizes his findings in a theoretical framework. Based on this framework, the researcher develops a measurement instrument to measure web customer information satisfaction. The procedures used in generating items, collecting data, and purifying a multiple-item scale are described. The researcher has carefully examined evidences of reliability, content validity, criterion-related validity, convergent validity, discriminant validity, and nomological validity by analyzing data from two quota samples. The potential applications for practitioners and researchers are then explored. Finally, the researcher concludes this study by discussing limitations and potential future research. The researcher hopes that the proposed WCIS instrument with good reliability and validity can be used by other researchers to develop and test Internet marketing and EC theories in the future.