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研究生:林宗杰
研究生(外文):Tsung_chieh Lin
論文名稱:電腦網路通訊設備產業特性對客戶服務保固策略的影響分析與探討
論文名稱(外文):The analysis and investigation for the industrial characteristic of computer network and communication apparatus to the influence on guarantee strategy of customer service
指導教授:周碩彥周碩彥引用關係
指導教授(外文):Shuo-Yan Chou
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:工業管理系
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:93
中文關鍵詞:消費者需求導向客戶滿意度水準小型與家庭化辦公室產業特性企業價值鏈售後服務退貨政策
外文關鍵詞:Consumer demand orientedCustomer satisfaction levelSOHO: Small Office Home OfficeEnterprise value chainAfter-sale servicePolicy of sales return
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在電腦科技與網際網路發展迅速的帶動下,促使各式新穎的零售型態快速引入市場,使得目前國人的消費行為產生相當大的改變。對於具有高度依賴性、高度客制化、應用領域廣泛以及技術演進快速等特性的網路通訊設備產業來說,現階段整體產業通路的競爭條件,已走向服務即時化的競爭型態,在目前以消費者需求導向的多重層次銷售通路環境中,網通設備產業對於滿足消費者期望的客戶滿意度水準,也相對代表著企業的競爭能力。因此,生產與銷售「小型與家庭化辦公室」SOHO用途的網路通訊設備業者的售後服務管理能力也成為消費者評價品牌價值的重要指標。

本研究主要是希望藉由管理策略大師麥克‧波特Michael E. Porter (1985)競爭策略一書中所提的企業價值鏈模型架構,以及Parasuraman, Zeithaml and Berry (1985)所提出的服務品質概念原理,做為本研究的基本論述背景。並以在市場競爭環境中的產業特性,對於企業價值鏈組織中各項構面的交互作用進行交叉分析。同時探討現階段的整個產業環境,對於配合產品行銷活動相關的售後服務、保固維修、退貨政策與客戶滿意度的要求,進行較深入的研究與分析,以確認在當前的產業環境中,售後服務保固策略受到來自於產品、銷售、運籌與財務預算策略各方面的影響。最後對整個研究做出結論與建議,以提供相關業者與未來進行個案研究時的參考。
There were novel retail model of various types had been impelled to enter the market fast, and make sizable changes produced in compatriot’s consuming behavior at present, which was driven under the computer science and technology, internet development rapidly. With regards to the industrial characteristic of network communication apparatus is as high dependence, customization, extensive applications and fast technological evolutions etc, which competitive conditions have been moved forward to provide the competition type of just in time for service, and in the multiple levels of sales channel with consumer demand oriented that customer expected satisfaction level also signifies the competitiveness of enterprises for the industry of network communication apparatus nowadays.
Therefore, the important index of branded value assessment by the customer that the after-sale service managerial ability to the industry of SOHO network communication apparatus for producing and selling.

This research is mainly to hope following the model structure of enterprise value chain in competitive strategy book authored by Michael E. Porter (1985), and the service quality concept principle of PZB (1985), to be a basic discussion background of this research. And with the industrial characteristic in the market competitive environment, to take intersection analysis for the interaction of respective dimensions in the enterprise value chain. Probing into whole industrial environment of the present stage at the same time, for cooperate with products selling throughout the demands of after-sale service, guarantee maintenance, policy of sales return, customer satisfaction that activities correlated with, to carry out advanced research and analysis, to make sure the guarantee policy of after-sale service is influenced by the strategies of product, sales, logistics and finance in the industrial environment at present. And then make a conclusion and suggestion for whole research, to provide the case study and reference to a proprietor and research in the future.
論文摘要 I
ABSTRACT III
誌謝 V
目錄 VI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究方法 4
1.4 研究限制 5
1.4.1 研究範圍之限制 5
1.4.2 資料來源之限制 5
第二章 文獻探討 8
2.1企業價值鏈模型 8
2.2客戶服務的定義 9
2.3服務品質概念模式 10
2.3.1 PZB模式 11
2.3.2服務品質缺口 12
2.3.3 SERVQUAL 量表 15
2.3.4消費者認知的品質 17
2.4客戶服務策略 (Strategy of Customer Service) 17
2.5銷貨配送與退貨服務 20
2.5.1銷貨配送服務 20
2.5.2銷貨退回服務 21
2.6 服務營運策略 22
2.6.1服務自營策略 23
2.6.2服務委外策略 23
2.6.3服務水準協定 24
2.6.4產品保固策略 24
2.6.5售後服務模式 25
2.7資料開採 (Data mining) 26
第三章 產業概況 28
3.1產業特性 30
3.2通路概況 33
3.3客戶服務概況 37
第四章 個案研究 41
4.1個案研究架構 41
4.2企業價值鏈組織與客戶服務策略 43
4.2.1產品開發策略構面對客戶服務策略的影響 43
4.2.2 行銷策略構面對客戶服務策略的影響 59
4.2.3 運籌管理構面對客戶服務策略的影響 62
4.2.4 資訊系統構面對客戶服務策略的影響 65
4.2.5 財務預算構面對客戶服務策略的影響 69
4.3 網路通訊設備產業的客戶服務策略 73
第五章 結論與建議 77
5.1 結論與成果 77
5.2 未來研究方向與建議 79
參考文獻 80
英文部份:
[1]Barney, J., 1991, Firm resources and sustained competitive advantage. Journal of Management, 17:99-129
[2]Becker G. S. 1993. Human Capital, 3rd Ed. Chicago: The University of Chicago Press.
[3]Bolton, R. N. and Drew,J. H. (1991), “A Multistage Model of Consumer’s Assessments of Service Quality and Value,” Journal of Consumer Research, March, pp.375-384.
[4]Boulding, W., Kalra, A., Staelin, R.& Zeithaml, V. (1993). A dynamic process model of service quality: From expectation to behavioral intentions. Journal of Marketing Research, 30, 7-27.
[5]Churchill, G. A. and Suprenant C. (1982), “An Investigation into Determinants of Customer Satisfaction,” Journal of Marketing Research, Vol. 19, pp.491-504.
[6]Cronin, J. J., Jr., & S. A. Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Vol.56, July, pp.55-68.
[7]Feigenbaum, A. (1982). Quality and Business Growth Today, Quality Progress, 15(11): pp.22-25.
[8]Howard, J. A., & Sheth, J. N.(1969). The theory of buyer behavior. New York: John Wiley & Sons, Inc.
[9]Juran, J. M.(1986). A universal approach to managing for quality. Quality Progress, 12, 19- 24.
[10]Kurt Thearling, Andrew Frawley, “Data Mining Can Bring Pinpoint Accuracy to Sales”, 1999.
[11]Oliver, R.L.(1980),”A Cognitive Model of the antecedents and Consequences of satisfaction Decisions,” Journal of Marketing Research, Vol.17(Novermber), pp.460-469.
[12]Oliver, R.L.(1981), “ Measurement and Evaluation of Satisfaction Processes in Retail Settings, ” Journal of Retailing, Vol. 57, pp.25-48.
[13]Parasuraman, Valarie A.Zeithmal & Leonard L. Berry (1985), Conceptual Model of Service Quality And Its Implications For Future Reasearch, Journal of Marketing, Vol.49, No.3, Fall, pp.44.
[14]Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988),“ Communication and Control Processes in the Delivery of Service Quality,” Journal of Marketing, Vol. 52, pp. 35-48.
[15]Parasuraman, A., Zeithaml, V.A., and Berry, L.L.(1990),“Refinement and Reassessment of the SERVQUAL Scale,” Journal of Retailing, Vol.67, pp. 420-450.
[16]Parasuraman, A., Zeithaml, V.A., and Berry, L.L.(1994), “Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research, ” Journal of Marketing,Vol. 58, pp. 111-124.
[17]Porter, Michael E. and Miller, Victor E., 1985,“How Information Give You Competitive Advantage,” Harvard Business Review, pp.149-160.
[18]Research., Journal of Marketing, Vol.49, No.3, Fall, pp.44.
[19]Reichheld, F.F. and W.E. Sasser (1990),”Zero Defection: Quality comes to Service, Harvard Business Review, pp.105-110.
[20]Westbrooks, R. A. (1980), “A Rating Scale for Measuring Product/Service Satisfaction,” Journal of Marketing, pp.68-72.

中文部份:
1.經濟部工業局_企業營運總部服務窗口。
2.資策會_FIND, The Industry Analyst Reporter, Parks Associates, 2005/07/08。
3.拓墣產業研究所焦點報告, 2004/10/28。
4.Computer Industry Almanac Inc.新聞稿, 2005/11/14。
5.劉菊梅,「了解客戶的需求」,流通世界雜誌,第九十二卷,第十期,1998, p87-89。
6.以供應鏈替代購併-以紡織業為例, 張淵智, 1998.10.1。
7.IDC研究「2005-2008亞太地區(不含日本)的製造業的IT支出預測。
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