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研究生:楊千霈
研究生(外文):Chian-pei Yang
論文名稱:產品服務系統對消費者服務品牌偏好之研究-以筆記型電腦維修服務為例
論文名稱(外文):Consumers' Preference of Service Brands of Product-Service-Systems : A Case Study of NB Maintenance Service
指導教授:施勵行施勵行引用關係
指導教授(外文):Li-hsing Shih
學位類別:碩士
校院名稱:國立成功大學
系所名稱:資源工程學系碩博士班
學門:工程學門
學類:材料工程學類
論文種類:學術論文
畢業學年度:96
語文別:中文
論文頁數:117
中文關鍵詞:維修服務產品服務系統選擇性聯合分析法服務品牌偏好
外文關鍵詞:choice-based conjoint analysismaintenance servicesconsumers’ preference of service brandsProduct-Service-Systems
相關次數:
  • 被引用被引用:4
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
近年來,永續發展的理念逐漸落實在企業經營與產品開發上,倘若能將產品與服務視為一個整體來進行規劃、設計或評估,將更有利於產品服務系統的施行。根據資策會預估,2009年國內筆記型電腦在個人電腦市場的銷售量將超越桌上型電腦,由於筆記型電腦讓消費者自行組裝的空間不大,形成由各品牌廠商主導產品及市場發展方向,各品牌廠商除了賣產品外,如何兼顧其售後維修服務市場將是值得注意的話題。目前各品牌廠商會承擔保固期內送回維修之所有費用,保固期外送回維修的筆記型電腦,則需由消費者自行負擔全部維修費用,保固期外筆記型電腦的維修服務市場之於各品牌廠商,將不再只是因維修所帶來的龐大利基所在,亦是負起延長生產者責任、善盡企業社會責任的職責所在。
本研究以選擇性聯合分析為方法論,選用維修服務品牌、維修費用、據點便利性、維修速度與維修品質五個屬性,經由網路問卷蒐集消費者對每一維修服務方案的最大效用,再依其有效問卷回收樣本之過去維修經驗與基本資料進行消費者分群,運用多項羅吉特迴歸模式得出各分群之屬性水準成份效用值。研究結果顯示,維修服務管道為原廠維修中心、產品品牌為國內品牌、產品售價為3.5萬以上、女性、23-30歲的消費者,對於未來維修服務的選擇相較於其它分群的消費者更傾向於原廠服務品牌,而其最重視的維修服務屬性為維修服務品牌;全體消費者最在意的維修服務屬性是維修品質,對原廠服務品牌的偏好程度最高。綜合本研究結果得知,原廠維修中心在保固期外筆記型電腦維修服務市場仍具優勢,亦代表各品牌廠商更應致力於售後維修服務的規劃與改進,倘若能將維修服務結合逆向回收及各項獎勵措施,建構出更完整的產品維修(回收)服務系統,將有利於企業綠色形象的塑造,達成企業永續發展願景。
In the past decade, Product-Service-Systems (PSS) as well as product innovation for sustainable development has caught much attention of both government and private sectors. Due to emerging sustainability issues, new green services have been developed for reducing environmental burden or conserving natural resources. This study collects information of notebook maintenance service for sustainability world wide and conducts a survey on general consumers via internet. The purpose is to know consumers’ preference of notebook maintenance service for sustainability in detail and hence discuss future development. Choice-Based conjoint analysis is used to find part worth utilities of service attributes and weightings of consumers’ preference. Maintenance service brands, rate of maintenance service, location convenience, speed of maintenance service and quality of maintenance service are selected as attributes in the questionnaire design. This study decides to specify ten randomized choice-based conjoint questions (choice tasks) of maintenance service are included for comparison. The results show consumers’ weightings on attributes and part worth utilities for various attribute levels. The past maintenance experience of maintenance service channels, product brand, product price, and the demography of gender, age, income are also considered in the statistical analysis to discuss the potential of notebook maintenance service in various market segments.
中文摘要 I
英文摘要 II
誌謝 III
目 錄 IV
圖目錄 VI
表目錄 VIII

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 研究方法與流程 4

第二章 文獻回顧 6
2.1 產品服務系統 6
2.2 服務品牌偏好 11
2.3 選擇性聯合分析法 13
2.3.1 基本概念 13
2.3.2 分析程序 14
2.3.3 應用文獻 18
2.4 筆記型電腦維修服務品牌類型及現況分析 20
2.4.1 原廠服務品牌 22
2.4.2 通路服務品牌 27
2.4.3 地方服務品牌 32
2.4.4 小結 33

第三章 研究設計與方法 34
3.1 研究架構 34
3.2 建立屬性及水準值 36
3.3 選擇性聯合分析方法 40
3.4 網路問卷設計 45

第四章 研究結果 47
4.1 問卷回收與樣本資料分析 47
4.2 消費者分群 49
4.3 全體消費者之維修服務偏好分析 50
4.3.1 成份效用值 50
4.3.2 屬性相對重要性 52
4.4 各分群之卡方假設檢定 53
4.5 各分群之變異數分析 58
4.6 各分群之維修服務選擇偏好 73
4.7 國內品牌廠商維修服務市場分析 88
4.8 小結 94

第五章 結論與建議 98
5.1 結論 98
5.2 建議 101

參考文獻 102
中文部份 102
英文部份 103
網頁部份 109

附錄 111

圖目錄
圖1.1 研究流程圖 5
圖2.1 產品服務系統涵蓋範圍 6
圖2.2 從搖籃到搖籃之概念圖 7
圖2.3 服務分類架構圖 8
圖2.4 服務品牌建構模型(Berry, 2000) 11
圖3.1 研究架構 35
圖3.2 方案變數設定與範例 40
圖3.3 本研究選擇性聯合分析法之選擇結構圖 41
圖3.4 網路問卷連結平台架構圖 45
圖3.5 問卷第二部份範例 46
圖4.1 全體消費者之成份效用值折線圖 51
圖4.2 全體消費者之屬性相對重要性 52
圖4.3 維修服務管道之變異數分析變動情形 62
圖4.4 產品品牌之變異數分析變動情形 64
圖4.5 產品售價之變異數分析變動情形 66
圖4.6 性別之變異數分析變動情形 68
圖4.7 年齡之變異數分析變動情形 70
圖4.8 各分群對維修服務品牌之變異數分析變動情況 72
圖4.9 原廠維修中心之屬性相對重要性 74
圖4.10 產品購買通路之屬性相對重要性 75
圖4.11 地方電腦維修公司之屬性相對重要性 76
圖4.12 維修服務管道之屬性相對重要性雷達圖 76
圖4.13 國際品牌之屬性相對重要性 77
圖4.14 國內品牌之屬性相對重要性 78
圖4.15 產品品牌之屬性相對重要性雷達圖 78
圖4.16 產品售價2.5萬以下之屬性相對重要性 79
圖4.17 產品售價2.5-3.5萬之屬性相對重要性 80
圖4.18 產品售價3.5萬以上之屬性相對重要性 81
圖4.19 產品售價之屬性相對重要性雷達圖 81
圖4.20 男性之屬性相對重要性 82
圖4.21 女性之屬性相對重要性 83
圖4.22 性別之屬性相對重要性雷達圖 83
圖4.23 22歲以下之屬性相對重要性 84
圖4.24 23-30歲之屬性相對重要性 85
圖4.25 31歲以上之屬性相對重要性 86
圖4.26 年齡之屬性相對重要性雷達圖 86

表目錄
表2.1 應用在服務業之相關文獻 19
表2.2 全球筆記型電腦出貨量排名表(單位:萬台) 20
表2.3 國內筆記型電腦製造廠商之代工品牌彚整表 21
表2.4 國內外品牌廠商在國內維修服務特性彚整表 26
表2.5 銷售通路商在國內維修服務特性彚整表 31
表2.6 各維修服務品牌特性之現況分析彚整表 33
表3.1 本研究所選屬性及各支持文獻 36
表3.2 本研究所選維修服務屬性及水準值 37
表3.3 各變數所代表之屬性水準值對照表 40
表4.1 本研究有效問卷之樣本資料結構 48
表4.2 消費者分群結果彚整表 49
表4.3 全體消費者之成份效用值分析 50
表4.4 不同產品品牌之樣本結構 53
表4.5 不同產品售價之樣本結構 54
表4.6 不同性別之樣本結構 55
表4.7 不同年齡之樣本結構 56
表4.8 不同每月所得之樣本結構 57
表4.9 過去維修經驗之變異數分析彚整表 59
表4.10 基本資料之變異數分析彚整表 60
表4.11 各分群對維修服務品牌之變異數分析結果彚整表 71
表4.12 不同維修服務管道之樣本結構 73
表4.13 各分群之維修服務選擇偏好結果彚整表 87
表4.14 華碩品牌之樣本結構 88
表4.15 華碩品牌之各分群屬性相對重要性 89
表4.16 華碩品牌之消費者維修服務選擇偏好情形 90
表4.17 宏�眱~牌之樣本結構 91
表4.18 宏�眱~牌之各分群屬性相對重要性 92
表4.19 宏�眱~牌之消費者維修服務選擇偏好情形 93
表4.20 過去維修經驗之屬性相對重要性彚整表 95
表4.21 基本資料之屬性相對重要性彚整表 97
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