- 學位論文
企業核心能力、服務策略與服務傳送系統對顧客終身價值影響之研究—汽車產業個案研究
A study of the Influences of Enterprise Core Competence, Service Strategy and Service Delivery System on Customer Lifetime Value — A Case Study on Vehicle Industry in Taiwan
摘要
國內汽車產業歷經30~40年發展歷程，與技術母廠長年合作及技術轉移，在研發設計及生產製造能力已趨於成熟，每家公司生產車子的品質均可達到國際性的一定水準。所以國內五大品牌競爭力，從過去產能規模及引進新車型生產製造競爭，演變成行銷及服務的競爭市場，從傳統製造業轉型為製造服務業的經營型態。從過去競爭力著重在大量生產製造的賣方市場，產業價值鏈已轉變為買方市場。競爭曲線的演變，已由過去著重於中游汽車裝配的價值活動，朝向上游研發設計與下游水平週邊服務發展。在今天這個市場供過於求的時代，是回歸基本面須重視顧客的新微利時代，也是「顧客滿意」經營時代真正的來臨。本研究旨在探討企業核心能力、服務策略與服務傳送系統對顧客終身價值之影響。主要探討探討企業核心能力對顧客終身價值的影響，服務傳送系統對顧客終身價值的影響，以及服務策略對顧客終身價值的影響。來提出一整合性觀念架構，並採個案分析之研究方法來建立其研究模式。探討企業致力在核心能力發展中的服務策略思考模式，並透過售前、售中、售後的服務傳送系統及服務回饋機制，將顧客價值傳遞者提升為顧客終身價值創造者，並藉由顧客服務指標來衡量競爭者不同服務策略差異化之程度，對顧客滿意及忠誠的影響，進而作為持續提昇顧客價值及顧客貢獻度，以掌握企業未來更優勢的競爭力及獲利能力。本研究發現及建議：1.在核心能力方面：各家均擅長以技術母廠的產品為基礎，不斷研發改款適合台灣消費市場需求的產品之核心能力。2.在服務策略方面：顧客滿意對忠誠度的影響度很大，而忠誠度高低更是顧客價值指標，汽車業界仍有很大的生存及努力空間。3.在顧客終身價值方面：顧客的口碑，品牌的忠誠，是國內汽車業仍需持續加強經營的地方。對後續研究者建議在實務上汽車產業可共同發展一套客觀且適合的顧客終身價值之評量系統，相信對各家車廠長期在經營顧客服務上更有指標性的助益與考驗。在學理上朝整合核心能力，加入國際化腳步，參與國際分工，作為各家公司在國外投資及其競爭策略加入研究變項作進一步研究，以求變項的影響更為周延。
並列摘要
The vehicle industry development has been thirty to forty years in Taiwan. With long-term corporation and technique transferring from parent factories, manufacturers’ ability in research design and production manufacturing has been mature. The production quality of each manufacturer has reached the international standard. As a result, operation style of top five-car brand in Taiwan has changed from capacity scale and the introduction of new car model to marketing and service competition. In the past, the competition emphasized on the mass production of selling market. Now the industry value chain has changed to buying market. The evolution of competition curve has changed from assembling activity to research design and service development. In the era that the supply exceeds the demand, it is time to value customer. It is the time of “customer satisfaction” operation. The influences of enterprise core competence, service strategy and service delivery system on customer lifetime value perspectives are discussed in this research. It mainly emphasizes the impact on customer lifetime value from enterprise core competence perspective, from service strategy perspective, and from service delivery system perspective. An integrated conceptual structure is provided. A case study is used in this research model. The thinking model of service strategy in the development of core competence of an enterprise is discussed in this research. Through the service delivery system of pre-sales, sales, and after-sales and service feedback mechanism, enterprises raise their roles from senders to creators of customer lifetime value. By using customer service index, enterprises evaluate the influence to customer satisfaction and royalty because of different degree of service strategy among competitors. The index is further continuously used to increase customer value and customer contribution for enterprises to master competition and profitability in the future. The research suggests that 1. In the core competence aspect: manufacturers are good at taking products from their parent factory as basis, and then continuously research to meet the needs of consumer market in Taiwan. 2. In the service strategy aspect: customer satisfaction affects greatly on customer royalty, and the degree of royalty is the index of customer value. Vehicle industry still has room for existing and striving. 3. In customer lifetime value aspect: praise of customers and brand royalty are key points that need to be operated continuously in the vehicle industry in Taiwan. The suggestion to follow-up researchers is practically to develop an evaluation system in vehicle industry that is objective and appropriate for customer lifetime value evaluation. The researcher believes it has index benefit on customer service operation for every car manufacturer. In academic aspect, the direction to integrate core competence, to join internationalization, and to participate international division of labor should be emphasized. It can be a much more comprehensive research factor for companies that will invest overseas.