| Summary: | 碩士 === 南華大學 === 非營利事業管理研究所 === 91 === 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 Center
Empirical 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 Satisfaction
Empirical 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 Center
The 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.
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