A Study on The Value Creation in Customer Complaints Handling – Post-sales Service for Buildings

[[abstract]]售後服務是完整銷售流程，銷售(售前)，行銷(售中)，售後服務(售後)(余志聰 2004)的履約保證之一環。就產品或服務之有形、無形的生命週期而言，它佔據最長的一段時間。就法律責任而言，保固期限臨屆，履約責任終止。就企業社會責任的道德面而言，保固期限是可討論的彈性空間。就品牌形象而言，它非但是今日產業永續經營的指標，更是品質保證之實踐能力與企業生命之關鍵。 客訴處理就是針對售前、售中、售後過程相關服務缺口的補償行為，講求的是顧客至上，企業永續，過程圓融，事後圓滿。營建產業因參與者眾，流程冗長，顧客損失爭議較大。因此，本研究以最貼近顧客的售後服務為研究範圍。一來，它是產業生命力最嚴峻的考驗區段。二來，面對顧客就是面對市場。亦即「能融入市場，才能掌握市場；能掌握市場，才能創造價值；能創造價值，才能永續經營。」 本研究以透過文獻回顧，復以演繹法、SWOT分析法、歸納法針對個案做案例研析，及對經濟、法律、消費者行為、社會、營建業的特質等做整體情境做分析。自全球化宏觀的思維，與自在地化多元豐富的特色，探討其間之融合與衝突為基礎。對映探討因全球化而起之企業經營的制度化、流程化、系統化，相對於同是全球化而至之社會M型化、客訴行為的M型化、及知識經濟時代消費行為的個性化、產品與服務的客製化，其間之融合與衝突。輔以品質管理大師裘蘭、戴明、克勞斯比的品質倫理觀，期望能建構營建客訴處理的價值系統架構，以精進營建業之客訴處理水準，提昇顧客價值的創造能力。[[abstract]]Post-sales services constitute a ring in the performance bonds of the complete sales process of sales (pre-sales) marketing (sales) and post-sales services (post-sales) (Zhi-cong Yu 2004) Post-sales services occupy the longest period of time in terms of the tangible and intangible life cycles of products or services In terms of legal responsibilities performance responsibilities end with the expiration of the warranty period In terms of the ethical side of corporate social responsibility warranty periods are negotiable flexible spaces In terms of brand image warranty periods are not only an index for the continuous operation of current industries but are also a key factor in the practical ability of quality guarantees as well as corporate vitality Customer complaints handling refers to compensatory actions for shortcomings in services in the pre-sales sales and post-sales process and emphasizes putting the customer first corporate continuity process harmony and successful conclusions Customer loss complaints are generally more prevalent and of greater importance in the construction industry due to the large number of participants as well as the lengthier construction process Consequently this study focuses on the post-sales services closest to customers as a range of research First it is the severest test to industry vitality Second facing customers is equivalent to facing the market “Incorporation into the market is necessary for grasping the market; grasping the market is necessary for creating value; creating value is necessary for continuous operation” This study analyzes the holistic environment of the characteristics of economics laws consumer behaviors society and the construction industry through literature review and the application of the deductive method SWOT analysis and induction in case studies We examine the fusion and conflicts in macro-level globalization thinking and the special characteristics of local diversification as a foundation We then examine the policy process and system changes that have arisen in corporate operations due to globalization and also the fusion and conflicts involved in the M-typing of society the M-typing of customer complaint behaviors the personalization of knowledge economy-era consumer behaviors and customization of products and services that have resulted from globalization We then incorporate the product quality ethics of product quality management gurus Deming Crosby and Juran in attempting to establish a value system framework for construction customer complaints handling in order to advance the quality of construction customer complaints handling and improve the capabilities for creating customer valu