現今各式各樣客戶滿意度調查無處不在，甚至網路訂位服務也進行服務滿意調查，企業對客戶服務日益重視可見一斑。本研究旨在探討客戶服務訓練是否得以有效提升受訓者之服務品質，進而提升客戶滿意度。考量對研究對象深入瞭解分析的必要性，選用個案研究方法。觀察個案公司導入客服訓練課程的四年期間之客戶滿意度變化且評估其客服訓練之施行效益。

Customer satisfaction surveys are found everywhere, ranging from a simple on-line reservation service up to highly sophisticated procurement projects, which demonstrates the business entities nowadays position customer service in a decisive role to the operation. On the other hand, training is a popular approach to achieve consistent service quality and advanced customer satisfaction. This case study examines from practical aspects the training effectiveness of a four-year customer service program by analyzing the development of the case company’s annual customer satisfaction rating.

ACKNOWLEGEMENTS i
ABSTRACT v
CHAPTER 1 INTRODUCTION
1.1 Background 1
1.2 Purpose of Study 2

CHAPTER 2 LITERATURE
2.1 Customer Satisfaction 3
2.2 Customer Service 5
2.3 Training and Training Effectiveness 8

CHAPTER 3 RESEARCH METHOD
3.1 Case Study 12
3.2 Case Company 12
3.3 Data Collection 16

CHAPTER 4 RESULTS
4.1 Program Initiative 18
4.2 Program Preparation 19
4.3 Program Execution 23
4.4 Program Fine Tune 26
4.5 Program Evaluation 27
4.6 Link between Training and Enhanced Satisfaction 33
4.7 Key Success Factors 35
CHAPTER 5 DISCUSSIONS AND SUGGESTIONS
5.1 Time Span to See the Training Effectiveness 38
5.2 Acceptance of the Training Contents 38
5.3 Diversified Survey Contents 39
5.4 Limitations 40
5.5 Suggestions 40

REFERENCE 42
APPENDIX A 47
APPENDIX B 48
APPENDIX C 49
APPENDIX D 51

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