台灣電機電子產業服務創新對顧客滿意度之研究

The Effects of Service Innovation to Customer Satisfaction on Electrical and Electronic Industries in Taiwan

王哲夫(Che-Fu Wang)

指導教授 ： 陳坤成

亞洲大學/管理學院/經營管理學系碩士班/碩士(2009年)

摘要

綜觀全世界經濟結構的發展，現今已轉變為所謂的服務經濟時代。這對於製造業總體環境造成極大的衝擊，導致製造業管理者積極思索新的營運模式，導入服務創新概念，以提升產品價值與服務品質，進而達到顧客滿意，製造業已進入另一個「製造業服務化」的時代。本研究透過文獻探索建構研究模型，其目的在探討服務創新、關係連結、服務品質及顧客滿意度之關聯性，藉此了解以B2B的觀點，詮釋製造業加入服務創新是否會對顧客滿意度有所影響。本研究以台灣電機電子產業作為研究對象，並且透過問卷方式蒐集資料與利用結構方程模式進行分析。研究結果顯示，服務創新對關係連結、服務創新與關係連結對服務品質以及服務品質對顧客滿意度均具正向顯著影響，但服務創新與關係連結對於顧客滿意度無顯著正向影響。進一步分析發現，服務創新與關係連結皆可透過服務品質提升顧客滿意度。其次，服務創新中的新市場研發和顧客新服務介面是導致顧客滿意度低落的主要原因。因此，建議業者可針對新市場研發和顧客新服務介面這兩方面做改善，如此可提升服務品質與顧客滿意度，以達到企業營運目標。本研究結果將提供台灣電機電子產業在經營轉型上之參考。

關鍵字

服務經濟；B2B；服務創新；關係連結；服務品質；顧客滿意度

並列摘要

According to the variation of the world economic structure, the economic development has turned into a service economy era now. The service economy caused a great deal of impact for the manufacturing industry in this macro environment. The managers have been actively thinking about a new business model, adding in the concept of service innovation to enhance the additional values of their products and service quality to achieve customer satisfaction. Manufacture industry has got into the era of manufacturing services. In this paper, we attempt to explore the research model through reviewing the literature. The study aims to discuss the relationship among four aspects including service innovation, relationship bonds, service quality and customer satisfaction. To understand whether manufacturing industry to initiation service innovation with their customers have positive effects under the Business to Business viewpoint in Taiwan. The subject of this study is the Electrical and Electronic Industries in Taiwan, and the data are collected by questionnaires. This study use structural equation modeling (SEM) to conduct analysis. The results of this study, service innovation has a positive effect on relationship bonds. Service innovation and relationship bonds have a positive effect on service quality. Service quality has a positive effect on customer satisfaction, but the impact of service innovation and relationship bonds on customer satisfaction is not significant. The advance analysis presented, service innovation and relationship bonds would affect customer satisfaction only when service quality have been improved. Secondly, research and development of new market and new client interface are the main reason for customer dissatisfaction in service innovation aspect. Therefore, the study suggests that the manager of Electrical and Electronic Industries should focus on R & D of new market and new client interface to improve the performance. This will promote service quality and customer satisfaction, also reached the companies’ operation goal. The study result will provide the business model transformation of Electrical and Electronic Industries for reference.

並列關鍵字

service economy ； business-to-business ； service innovation ； relationship bonds ； service quality ； customer satisfaction

參考文獻

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