專利商標代辦機構之顧客滿意度研究-以T專利商標事務所為例

A Study of the Customer Satisfaction on patent and trademark Agency-An example of T patent & trademark office

廖淑芬(Shu-Fen Liao)

指導教授 ： 劉欽泉

亞洲大學/管理學院/國際企業學系碩士班/碩士(2005年)

摘要

智慧財產權已成為產業國際化競爭的主要利器之一，專利商標代辦機構必須要滿足顧客所需之專業素養及專業客製化的服務，並為其創造有別於其他競爭者的附加價值才能提高顧客滿意度，因此在激烈的競爭環境中，必須以良好的服務品質作為未來的經營方向以提高競爭力。
研究採問卷調查法，於民國九十四年三月一日至四月十七日進行施測，樣本來自中部某專利商標事務所之顧客，計回收有效問卷183 份。研究結果為：
1.T專利商標事務所之顧客重視的構面有可靠性構面、反應性構面、關懷性構面及確實性構面。
2.顧客期望與實際知覺的差距，以「關懷性構面」的評量項目獲得正面評價，而「事務所服務人員能如期交付專利稿件」及「事務所服務人員能準時交案」是T專利商標事務所必須加強的評量項目，必須擬定相關改善策略，才能提高顧客對事務所的滿意度。
3.須對申請國外專利案的公司提昇服務品質，進而瞭解需求，以提高其滿意度及忠誠度。
4.高科技產業對T事務商標事務所的滿意度及忠誠度最高。

關鍵字

專利商標代辦機構 ； 服務品質 ； 滿意度 ； 忠誠度

並列摘要

The Intellectual Proprietary Rights (IPR) has already become one of the main edge tolls of industrial competition globally. In order to satisfy customers, the IPR service providers, patent & trademark law firms for instance, must be extremely professional that oftentimes includes specialization, standardization and customization services. The more competitive the environment becomes, the more positive and aggressive attitude service providers should have that helps them differentiate them. To begin with, differentiating oneself in the industry from other competitors is to improve the competitiveness in the same business environment. In the long run, pursuing good service quality and providing additional value to consumers is the path to customers’ satisfaction.
The study is conducted through questionnaire, customers who received the questionnaire came a IPR law firm T in middle Taiwan. 183 effective questionnaires were counted during the period of March 1, to April 17, 2005. The results of study are:
1. IPR law firm T’s customers pay attention to, reliability, responsiveness, empathy and assurance.
2. Among gaps between customer expectation and actual satisfaction, there was positive feedback in empathy; ‘office attendants must keep their service on schedule’ both to customer end and partner end as well. It is recommended that IPR law firm T must be aware of the previously mentioned, set up strategies, and improve customer's satisfaction to the law firm.
3. Must understand the needs of the customers and improve service quality in filing applications in foreign countries to improve customer satisfaction and loyalty.
4. Customers in Hi-Tech industry are most satisfied and loyal to IPR law firm T.

並列關鍵字

Patent and trademark Agency ； Service Quality ； Satisfaction ； Loyalty

參考文獻

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