臺灣博碩士論文加值系統

消費者滿意度研究者常指出，產品的表現往往會影響消費者的滿意度。然而， 將產品創新視為研究領域來探討消費者價值與消費者滿意度的研究仍相當缺乏。由於台灣從事消費型電子產業的公司已將創新型筆記型電腦銷售並推廣品牌至世界各地，本質性研究旨在探討台灣自有品牌製造商其筆記型電腦創新的緣由與消費者價值之關係，以及與消費者滿意度之關係。本研究包含面對面訪談一名台灣筆記型電腦自有品牌廠商之創立者，以及電話訪談其公司另一名國際行銷總監，並針對創新筆記型電腦的緣由作討論。六位20至30歲使用其公司筆記型電腦的消費者則參與深度訪談，以了解消費者對於產品創新的感知表現、消費者價值與消費者滿意度。研究結果首先顯示由於某些創新無法適當滿足消費者之需求，因此並非每種創新皆能有效帶來消費者價值。這反映行銷總監提及由於金融危機促使公司發展成本領導策略，發展次要筆記型電腦科技，而帶來較少之消費者價值。再者，即便自有品牌製造商的產品雖有創新，但其創新並非一定提供正向消費者滿意度。然而，若消費者價值顯示，正向消費者滿意度即存在。總而言之，本研究希望能提供台灣自有品牌製造商深入了解產品創新是如何影響消費者滿意度。

Researchers of customer satisfaction have often suggested that performance of product would likely affect customer satisfaction. However, product innovation as a research field to investigate customer value along with customer satisfaction has not been much explored. As Taiwanese companies of electronics industry has branded and launched innovated notebooks worldwide, the aim of this qualitative study investigated the relationship between Taiwanese OBM’s rationales of notebook innovation and customer value, and the relationship between OBM’s notebook innovation and customer satisfaction. This study involved a founder and a global marketing director in a face-to-face and a telephone interview for providing their rationales of product innovation, especially for notebook. Subsequently, six notebook customers aged from 20 to 30 years old participated in the in-depth interviews to further understand their perceived performance, customer and customer satisfaction in product innovation. Results of this study firstly revealed that not every kind of innovation could lead to customer value as some innovation failed to meet customer’s needs. This could probably be reflected the marketing director’s narration that financial crisis led to a cost-leadership for minor technology on notebooks, which resulted in less customer value. Secondly, although the product was innovative in OBM, product innovation was not necessary to provide positive customer satisfaction, however; as customer value existed, it led to positive customer satisfaction. To conclude, this study may be of importance in providing Taiwanese OBM with a better understanding of how product innovation affected the customer satisfaction.

Table of Contents
Chinese Abstract ........................................................................ i
English Abstract ....................................................................... ii
Acknowledgments ........................................................................ iv
Table of Contents ....................................................................... v
List of Tables ....................................................................... viii
List of Figures .........................................................................ix
Chapter One Introduction ................................................................ 1
1.1 Background .......................................................................... 1
1.2 Statement of Problems ............................................................... 2
1.3 Study Purposes and Research Questions ............................................... 3
1.4 Definitions of Terms ................................................................ 5
1.4.1 Original Brand Manufacturer ....................................................... 5
1.4.2 Product Innovation ................................................................ 5
1.4.3 Customer Satisfaction ............................................................. 5
1.5 Context of the Study ................................................................ 5
1.6 Significance of the Study ........................................................... 6
1.7 Organization of the Thesis .......................................................... 7
Chapter Two Literature Review ........................................................... 9
2.1 Introduction ........................................................................ 9
2.2 Original Brand Manufacture .......................................................... 9
2.3 Product Innovation ................................................................. 10
2.3.1 Definitions of Product Innovation ................................................ 10
2.3.2 Categorizations of Product Innovation............................................. 12
2.3.3 Empirical Studies of Product Innovation .......................................... 14
2.4 Customer Satisfaction .............................................................. 16
2.4.1 Definitions of Customer Satisfaction ............................................. 16
2.4.2 Theoretical Background of Customer Satisfaction .................................. 17
2.4.3 Empirical Studies of Customer Satisfaction ....................................... 19
2.5 Customer Value ..................................................................... 20
2.5.1 Definitions of Customer Value .................................................... 21
2.5.2 Empirical Studies of Customer Value .............................................. 21
2.6 The Relationship between Product Innovation and Customer Satisfaction .............. 22
2.7 The Relationship between Product Innovation and Customer Value ..................... 22
Chapter Three Methodology .............................................................. 24
3.1 Introduction ....................................................................... 24
3.2 Notebook Series of Company X ....................................................... 24
3.3 Research Framework ................................................................. 25
3.4 Participants ....................................................................... 26
3.5 Data Collection Procedures ......................................................... 27
3.5.1 Data Collection Procedures for the Kinds of Innovation of Notebooks .............. 27
3.5.2 Data Collection Procedures for the Notebook Customers ............................ 28
3.5.3 Data Collection Procedures for the Founder of Company X .......................... 29
3.5.4 Data Collection Procedures for the Marketing Director of Company X ............... 29
3.6 Approaches ......................................................................... 30
3.6.1 Internet Data Collections............................................................................. 30
3.6.2 In-depth Interviews with the Notebook Customers .................................. 30
3.6.3 Face-to-face Interview with the Founder of Company X ............................. 32
3.6.4 Telephone interview with the Marketing Director of Company X ..................... 32
3.7 Data Analyses ...................................................................... 32
Chapter Four Results ................................................................... 34
4.1 Introduction ....................................................................... 34
4.2 Results to Research Question One ................................................... 34
4.3 Results to Research Question Two ................................................... 36
4.4 Results to Research Question Three ................................................. 40
4.5 Results to Research Question Four .................................................. 44
4.6 Results to Research Question Five .................................................. 54
Chapter Five Discussions and Conclusions ............................................... 58
5.1 Introduction ....................................................................... 58
5.2 Reviews of Findings and Discussions ................................................ 58
5.2.1 Discussions to Product Innovation and Customer Satisfaction ...................... 58
5.2.2 Discussions to Product Innovation and Customer Value ............................. 59
5.3 Implication of the Study ........................................................... 61
5.4 Limitations of the Study ........................................................... 62
5.5 Suggestions for Future Research .................................................... 64
5.6 Conclusion ......................................................................... 64
References ............................................................................. 66
Chinese References...................................................................... 73
Appendix A: In-depth Interview with the Notebook Customers ............................. 74
Appendix B: Face-to-face Interview with the Founder of Company X ....................... 92
Appendix C: Telephone Interview with the Marketing Director of Company X ............... 94

List of Tables
Table 3.1: Six Notebook Series of Company X ............................................ 24
Table 4.1: Brief Features of Notebook Innovations ...................................... 35
Table 4.2: The Innovations that Customer Perceived as Valuable in C Series ............. 40
Table 4.3: The Innovations that Customer Perceived as Valuable in E Series ............. 41
Table 4.4: The Innovations that Customer Perceived as Valuable in F Series ............. 41
Table 4.5: The Innovations that Customer Perceived as Valuable in G Series ............. 42
Table 4.6: The Innovations that Customer Perceived as Valuable in W Series ............. 43
Table 4.7: The Innovations that Customer Perceived as Valuable in X Series ............. 43
Table 4.8: Customer Value of C Series .................................................. 45
Table 4.9: Customer Value of E Series .................................................. 46
Table 4.10: Customer Value of F Series ................................................. 47
Table 4.11: Customer Value of G Series ................................................. 49
Table 4.12: Customer Value of W Series ................................................. 50
Table 4.13: Customer Value of X Series ................................................. 51
Table 4.14: Customer Value in Each Notebook Series ..................................... 53
Table 4.15: Customer Satisfaction of C Series .......................................... 54
Table 4.16: Customer Satisfaction of E Series .......................................... 55
Table 4.17: Customer Satisfaction of F Series .......................................... 55
Table 4.18: Customer Satisfaction of G Series........................................... 55
Table 4.19: Customer Satisfaction of W Series .......................................... 56
Table 4.20: Customer Satisfaction of X Series........................................... 56

List of Figures
Figure 2.1: The Customer Satisfaction Theory: Expectancy-Disconfirmation Model ......... 18
Figure 3.1: Research Framework ......................................................... 25
Figure 3.2: The Adjusted Model for Customer Value and Customer Satisfaction............. 26
Figure 3.3: Data Collection Procedures ................................................. 27
Figure 3.4: Data Collection Procedures for the Notebook Customer........................ 28
Figure 4.1: Customer Value of C Series ................................................. 46
Figure 4.2: Customer Value of E Series ................................................. 47
Figure 4.3: Customer Value of F Series ................................................. 48
Figure 4.4: Customer Value of G Series.................................................. 50
Figure 4.5: Customer Value of W Series ................................................. 51
Figure 4.6: Customer Value of X .Series................................................. 52

References
Anderson, E., W., Fornell, C., & Lehmann, D, R. (1994).Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, 58(3), 53–66.
Afuah, A. (1998). Innovation Management: Strategies, Implementation, and Profits. New York: Oxford University press.
Berger, M., & Diez, J. R. (2006). Do firms require an efficient innovation system to develop innovative technological capabilities? Empirical evidence from Singapore, Malaysia and Thailand. International Journal of Technology
Management, 36, 267-285.
Berson, A., Smith, S., & Thearling, K. (2000). Building Data Mining Applications for CRM, Datamanagement. Osborne: McGraw-Hill.
Booz, Allen, & Hamilton. (1982). New Product Management for the 1980’s. New York: Booz, Allen and Hamilton Inc.
Branding Taiwan. (n.d.). Top Taiwan Global Brands—Award Winners. Retrieved January 20, 2011, from http://oldsite.brandingtaiwan.org/eng/big_factory.aspx
Chandy, R. K., & Tellis, G. J. (1998). Organizing for radical product innovation: The overlooked role of willingness to cannibalize. Journal of Marketing Research, 35, 474-488.
Chandy, R. K., & Tellis, G. J. (2000). The incumbent’s curse? Incumbency, size, and radical product innovation. Journal of Marketing, 64, 1–17.
Chen, M. Y. C., & Lin, C. Y. Y. (2007). Does innovation lead to performance? An empirical study of SMEs in Taiwan. Management Research News, 30(2),
115-132.
Chiu, S.W. K., & Wong K. C. (2004). The hollowing-out of Hong Kong electronics: Organizational inertia and industrial restructuring in the 1990s. Comparative Sociology, 3(2), 199-234.
Churchill, G. A., & Suprenant, C. (1982). An Investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491-504.
Cooper, R. G. (2001). Winning at New Products. New York: Perseus.
Cuomo, M. T. (2000). La customer satisfaction. Vantaggio competitivo e creazione di valore. Padova: CEDAM.
Damanpour, F., & Gopaiakrishnan, S. (2001). The dynamics of the adoption of product and process innovations in organizations. Journal of Management Studies, 38(1), 45–65.
Elliott, J. J. (2000). Design of a product-focused customer-oriented process. Information and Software Technology, 42, 973-987.
Fournier, S., & Mick, D. G. (1999). Rediscovering satisfaction. Journal of Marketing, 63(4), 5-23
Frankel, E. G. (1990). Management of Technological Change. New York: Kluwer Academic Publishers.
Galbraith, J. R. (1973). Designing Complex Organization. Boston, MA: Addison-Wesley Longman Publishing Co., Inc.
Galliers, D. & Baets, J. (2000). Information Technology and Organizational
Transformation-Innovation for the 21st Century Organization, in Wiley Series in Information System. Chichester :Wiley.
Garcia, R., & Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: A literature review. Journal of Product Innovation Management, 19(2), 110-132.
Gobeli, D. H., & Brown, D. J. (1987). Analyzing Product Innovation. Research Management, 30(4), 25-31.
Gopalakrishnan, S. (2000). Unraveling the links between dimensions of innovation and organizational performance. Journal of High Technology Management Research, 11(1), 137–153.
Gronhaug, K., & Kaufmann, G. (1988). Innovation: a Cross Disciplinary Perspective. Oslo: Norwegian University Press.
Grönroos, C. (1999). Service Management and Marketing: Managing the Moments of Truth in Service Competition. MA: Lexington Books.
Hobday, M. (2000). East versus Southeast Asian innovation systems: Comparing OEM- and TNC — Led growth in electronics. In L. Kim, & R. R. Nelson (Eds.), Technology, learning, and innovation: Experiences of newly industrializing economies (pp. 129–169). Cambridge: Cambridge University Press.
Horward, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: Wiley.
Hsu, P. Y., & Lin, H. Y. (2006). Competitive Analysis of Taiwan’s Information Industry. The Journal of American Academy of Business, Cambridge, 8(1), 247-252.
Hsu, J. Y., Poon, J. P., & Yeung, H. W. C. (2008). External leveraging and technological upgrading among East Asian firms in the US. European Planning Studies, 16(1), 99-118.
Ishioka, M., & Yasuda, K. (2009). A study on market oriented product innovation
strategies for technology product market. Paper presented at the Industrial Engineering and Engineering Management, 2009. IE&EM ''09. 16th International Conference on, Beijing, China. Retrieved October 30, 2010, from http://ieeexplore.ieee.org/xpls/abs_all.jsp?arnumber=5344213&tag=1
Johnson, M. D., & Forenel, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12(2), 267-286.
Kessler, E. H., & Chakrabarti, A. K. (1999). Speeding up the pace new product development. Journal of Product Innovation Management, 16, 231-247.
Kiesnoski, K. (1999). Customer Relationship Management. Bank System & Technology, 36(2), 30-34.
Kim, W. C., & Mauborgne, R. (2005). Blue ocean strategy. Boston: HBS PRESS.
Ko, A. C., & Yu, E. F. (2009). The withering of OEM model and the way ahead for Hong Kong enterprises. Web Journal of Chinese Management Review, 12(4), 1-22.
Kotler, P. (2001). Marketing Management. New Jersey: Prentice Hall.
Lee, M., & Na, D. (1994). Determinants of technical success in product development when innovative radicalness is considered. Journal of Product Innovation Management, 11, 62-68.
Levitt, T. (1966). Innovative Imitation. Harvard Business Review, Sept-Oct, 63-70.
Li, Y. A., Su, Z., & Liu, Y. (2010). Can strategic flexibility help firms profit from product innovation. Technovation, 30, 300-309.
Mello, S., Mackey, W., Lasser, R., & Tait, R., (2006). Value Innovation Portfolio
Management (pp. 30-77). Boston: J. Ross.
Narver, J. C., & Slater, S. f. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54, 20-35.
Nieto, M. J., & Santamaría, L. (2006).The importance of diverse collaborative networks for the novelty of product innovation. Technovation, 27, 367-377.
OECD (2005). OECD proposed guidelines for collecting innovation data: OSLO Manual (3rd ed.). Paris: OECD.
Oliver, R. L. (1977). Effect of expectation and disconfirmation on post-exposure product evaluations: An alternative interpretation. Journal of Applied Psychology, 62, 480-486.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
Rajola, F. (2003). Customer Relationship Management. Heidelberg: Springer
Rangan, V. K., & Bartus, K. (1995). New product commercialization: Common mistakes. In V. K. Rangan et al, (Eds.), Business marketing strategy (pp. 66). Chicago: Irwin.
Roberts, P. W. (1999). Product innovation, product market competition and persistent profitability in the US pharmaceutical industry. Strategic Management Journal, 20(7), 655–670.
Rosenkranz, S. (2003). Simultaneous choice of process and product innovation when consumers have a preference for product variety. Journal of Economic Behavior & Organization, 50, 183-201.
Schön, D. A. (1967). Technology and Change. Oxford, MA: Pergamon.
Singh, S., & Ranchhod, A. (2004). Market orientation and customer satisfaction: Evidence from British machine tool industry. Industrial Marketing Management, 33, 135-144.
Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777-802.
Stanely, F. S. (1997).Developing a customer value-based theory of the firm. Academy of Marketing Science, 25(2), 162-167.
Tatikonda, M. V., & Montoya-Weiss, M. M. (2001). Integrating operations and marketing perspectives of product innovation: The influence of organizational process factors and capabilities on development performance. Management Science, 47(1), 151-172.
Teece, D. J., (1986). Profiting from technological innovation: implications for integration, collaboration, licensing and public policy. Research Policy, 15, 285-305.
THE TIMES 100. (n.d.). Using innovation to create competitive advantage. Retrieved October 30, 2010, from http://www.thetimes100.co.uk/additional/download.php?cID=85&csID=331&fID=835.php
Trott, P. (2002). Innovation Management and New Product Development (2nd ed.). England: Prentice Hall.
Woodall, T. (2003). Conceptualization value for the customer: An attributional, structural and dispositional analysis. Academy of Marketing Science Review, 12.
Woodruff, R. B., & Gardial, S. F. (1996). Know your customer, new approaches to understanding customer value and satisfaction. MA: Wiley.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Yeung, H. W. C. (2007). From followers to market leaders: Asian electronics firms in the global economy. Asia Pacific Viewpoint, 48(1), 1-25.
Zeithaml, V. (1988). Consumer perception of price, quality, and value: A means-End model and synthesis of evidence. Journalof Marketing, 52, 2-22.

Chinese References
魏錫鈴 (Wei, Si-Ling )。(2004)。騎上峰頂：捷安特與劉金標傳奇。台北市：聯經。
司徒達賢、李仁芳、吳思華 (1985)，企業概論。台北：教育部空中大學教學委員會。