影響技術移轉顧客滿意及再合作意願因素之探討

The Study of the Influential Factors to the Customer Satisfaction and the Recooperation of Technology Transfer

張益通(Yi-Tung Chang)

指導教授 ： 耿筠

中原大學/商學院/企業管理研究所/碩士(2002年)

https://doi.org/10.6840/cycu200200570

摘要

摘要
七O年代以來，台灣藉由技術移轉引進國外重要關鍵技術，奠定今日我國半導體王國的地位。企業將新的技術運用於企業內部的運作上，可為公司帶來顯著的競爭優勢(Porter, 1985)。產業未來的競爭關鍵在技術，但沒有任何企業的內部研發能涵蓋市場及技術的快速變化。開發新技術的成本大、風險高，即使財力與技術能力基礎雄厚的企業，也無法獨立自行研發每一項新技術，（Drejer, 1997）。台灣企業更因為以中小企業為主體，常受限於人力、資金及設備，更是無法負擔技術研究發展龐大的支出。因此技術移轉成為中小企業獲得技術的主要來源。
競爭環境的改變，顧客已成為企業最重要的策略性資源，企業生存之道是在維持和顧客間的長期關係。產品為技術的技術供應者也不例外，綜觀過去學者對技術移轉的相關研究中，多半著重於技術移轉的模式、機制與移轉績效上。而觀察過去對於顧客滿意的相關研究中，大多是以企業對消費者(B2C)的角度出發，去探討影響一般消費大眾對於企業提供之產品或服務之滿意程度之因素。因此本研究在目前技術需求龐大、技術移轉頻繁的環境中，試著以顧客滿意的角度去探討技術移轉的成功與否，以提供扮演技術供應者的相關研究機構作為參考。
本研究採用問卷抽樣調查方式，以簡單隨機抽樣方式所抽出之420家曾經進行技術移轉的廠商為對象進行問卷發放，並以因素分析、簡單迴歸與逐步迴歸方式進行分析，結果發現「技術本身功能」、「價值感」、「期望切合」、「專業能力」、「服務品質」、「文件品質」、「後續服務」、「整體形象」、「創新文化」九項衡量變數皆與滿意度有顯著的正相關；而滿意度與再合作意願的迴歸分析結果也顯示其具有顯著之正相關。而以逐步迴歸分析所得之結果，導出四項具有代表性的預測變數，即「技術本身功能」、「後續服務」、「專業能力」與「整體形象」，因此以此四項變數作為解釋顧客滿意之構面。而根據「整體滿意」與「再次合作」之迴歸方程式顯示出：第一、受測樣本對於「再次合作」具有基本的傾向，滿意度僅為其一重要指標；第二、當「整體滿意」評價極高時，就有極高度「再次合作」的意願。

關鍵字

顧客滿意 ； 技術移轉

並列摘要

Abstract
Since 1970s, Taiwan has imported key technology by means of technology transfer and established the role as the Kingdom of semi-conductor up to the present day. Technology is essential for the competence of industries, and a company gains superior competence, if it employs new technology in the inner operation. However, not a single company’s inner R&D is able to handle the fast change in the market of technology. It takes great amounts of investment and high risk to develop new technology, and it is impossible for a company to independently process every development, even for those that own great wealth and strong technology ability. In consequence, the companies rely greatly upon the import of technology to decrease risk and to shorten the distance of technology between them and those in the advanced countries. As for in Taiwan, the companies are mainly consistent of medium-small enterprises, so they also can not afford the great amount of expense for technology development, and they are confined to human resources, capital and equipment. Therefore, technology transfer is the main source for medium-small enterprises to gain technology.

Owing to the change of competitive environment, customers have become the most important strategical resource for companies. The way for a company to survive is to maintain the long-period relationship with customers. We observe that the related scholarship researches for technology lay great stress upon the modes, processing solution and the results. On the other hand, we observe that the related researches for customer satisfaction from consumers’ point of view discuss the factors that influence customer satisfaction. Hence, in face to the present environment in which great deal of technology is acquired and transferred, we try from the angle of customer satisfaction to discuss whether technology is successfully transferred or not, and we hope that the result can be a reference for the related research organizations that have the role as technology suppliers.

This research is processed by use of questionnaire. We randomly pick up 420 companies that ever carried out technology transfer, and submit to them our questionnaire. Then we analyze the results by factor analysis, simple regression and stepwise regression, and we find that the degree of satisfaction is positively related with nine evaluative variations, “the function of technology”, “the sense of value”, “the expectation”, “the professional capacity”, “the quality of service”, “the quality of document”, “the service after sales”, “the total image”, and “the creative culture”. The result from the analysis of regression equations also reveals that satisfaction is positively related with the inclination of re-cooperation. After the analysis of stepwise regression, we induce four representative variations, “the function of technology”, “the service after sales”, “the professional capacity” and “the total image”. We use them to explain the components for customer satisfaction. Furthermore, regression equations of “total satisfaction” and “re-cooperation” show us two points: first, customer satisfaction can only be one of the important indications, when the tested objects show basic inclination; second, when “total satisfaction” reaches high degree, it leads to the inclination of re-cooperation.

並列關鍵字

customer satisfaction ； technology transfer

參考文獻

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