A Study of ZMET on the Image of Printer Customer Service Representatives

• Main Authors: Ying-chi Chen, 陳穎琪
• Other Authors: Nei-Ching Yeh
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/23871913733261234227

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 97 === According to Dr. Joseph M. Juran’s 80-20 principle, 80% of an enterprise’s profits are generated by 20% of its customers. Thus, in addition to sales and promotion of products, Customer Relationship Management (CRM) is also receiving increasing attention. In the past, most customer service related studies focused primarily on personal traits, occupational injuries, work stress and occupational training; little has been studied from the consumers’ perspective in terms of the role they expect customer service representatives to play. Therefore, we are unable to determine what sort of image customer service representatives should have in the eyes of consumers. Through the Zaltman Metaphor Elicitation Technique (ZMET), this study intends to examine the image of printer customer service representatives as perceived by consumers, as well as their mind maps, deep inner thoughts and values. The objective is to provide printer customer service representatives with training and recommendations on customer service strategies, thereby increasing customer satisfaction and loyalty. Research results have shown that customer service representatives must be able to bring 6 values to consumers, namely: satisfaction, trust, joy, respect, courtesy and peace of mind. Consumers’ preferred images are detailed in the interviewee integral constructs analysis table. Based on the research results, recommendations are made on 4 aspects: occupational suitability assessment of customer service representatives, designing of training courses for customer service representatives, drafting of service strategies, and product sales, marketing and promotion. The follow-up studies will propose to supplement the qualitative data with quantitative data in order to strengthen the depth and scope of the study. Furthermore, studies can be conducted on current service strategies in order to achieve the objective of product promotion by improving and optimizing current service strategies and by increasing brand awareness as well as product sales. This study can also be used as a pilot study for the image of customer service representatives, while follow-up studies can be conducted to further reveal additional thoughts and feelings concealed deep within the interviewees.