臺灣博碩士論文加值系統

面對競爭激烈的環境，企業多期望提升顧客滿意度，進而提升顧客忠誠度。然而顧客滿意度並不代表顧客忠誠度，除了產品品質良好之外，顧客服務良好也是獲得顧客信賴與維持良好顧客關係的重要因素。

被動元件業已邁入成熟階段，為達成品質向上提升，多半採用資訊技術或引進資訊科技來達到作業程序之改良。在「品質、準交、準量」的基礎下，資料庫資訊幾近完整之高度E化企業，實施批次管理也已行之有年，何以最終仍無法依據出貨給顧客端的資料執行準確追蹤？秉持「顧客是神」的信念對待顧客之企業，客訴問題應是企業主最為重視，且首要解決的問題，何以客訴回應速度仍舊緩慢不濟？看似高度E化的企業，是否即表示內部資訊的連結管理也同樣完備？為何無法應付顧客要求?這些問題與商譽和顧客關係漸走下坡又有何關聯?

儘管已有不少學者提出企業流程再造相關議題之研究，但是著重在「客訴回應流程」議題上的研究鮮少。本研究目的主要在於建置回應客訴之新流程和了解客訴回應與顧客關係的相互影響。採用單一個案，將研究問題歸納彙整從中找出解決問題的方法，透過E化程序推行建置回應客訴之新流程，系統驗證與綜合分析了解客訴回應與顧客關係的相互影響。

研究結果顯示新回應客訴流程不僅可以使抱怨顧客轉為忠誠顧客，還能夠強化企業內部管理。希望本研究之個案探討分析可作為供應端未來再造「客訴回應流程」的參考。

Enterprises expect to increase satisfaction of their customers in order to increase their loyalty in the intense competitive environment. However, being satisfied does not equal to loyalty. Besides the quality of products, well customer service is the key point to get customers’ faith and to maintain good customer relationship.

Most enterprises in the passive component industry, which is in the mature stage, adopt information skill or introduce information technology to improve their procedures. Highly electronization businesses practice realizing batch base on “ quality, on-time, and accuracy “ for many years. But why they still can not accurately track customers’ information base on their nearly complete date base? Customer compliance shall be the most important factor in the businesses which believe that “ customers are god “ and need to be solved in first. But why the procedure responding to customer compliance is so slow? Is the internal information connect management also complete in the highly eletronization businesses? And why they can not deal with customers’ requests? Is there any connection between these problems and reputation and worse customer relationship?

There are many researches related to reengineer business procedure, but just a few of them focus on “ Reengineering of Customer Response“. The major purpose of this research is to establish a new procedure of customer response and to understand the interaction between customer response and customer relationship. Based on a case study to reach the following purpose : 1. generalizing problems to find solutions,2. establishing new customer response procedure through electronization, and 3. systematic analyzing to understand the interaction between customer response and customer relationship.

The conclusion shows that new customer response procedure not only turn compliant customers into loyal customers but also improve internal management in the businesses. Hope this research case can be the reference for suppliers to establish “ Customers response procedure “ in the future.

摘要 I
ABSTRACT II
誌謝辭 IV
目錄 VI
圖目錄 VII
表目錄 X


目錄
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 3
1.3 研究範圍 5
1.4 論文架構 5
第二章 文獻探討 7
2.1 客訴處理 7
2.1.1 顧客不滿時的反應模式 8
2.1.2 客訴處理程序 12
2.1.3 客訴回應與顧客關係的相互影響 15
2.1.4 客訴處理的價值 18
2.2 企業流程再造 19
2.2.1 企業流程再造之意義 19
2.2.2 企業流程再造之方法 26
2.2.3 企業流程再造之實施步驟 27
2.2.4 企業流程再造之關鍵成功因素 32
2.2.5 資訊科技於企業流程再造之應用 35
第三章 研究方法 37
3.1 研究流程 37
3.2 現況分析、問題歸納 40
3.3 核心問題解決方案 40
3.4 訪談設計 40
3.4.1 訪談對象 40
3.4.2 訪談方式 41
3.4.3 訪談內容設計 42
第四章 個案研究 44
4.1 背景介紹 44
4.1.1 公司簡介 44
4.1.2 模型建置前訪談 45
4.1.3 問題背景描述 48
4.1.4 系統模型建置KPI 49
4.2 系統導入規劃 50
4.3 現況問題分析 50
4.3.1 回應客訴時間 51
4.3.2 顧客的訴求 51
4.3.3 流程問題分析 53
4.4 問題歸納與問題解決方案 55
4.5 模型建置之E化程序 57
4.5.1 標籤規格修改 57
4.5.2 撿料系統修改 60
4.5.3 出貨資料收集確認系統建置 61
4.5.4 資料上載處理 64
4.5.5 出貨資料追蹤工程批號機制建置 67
4.6 系統模型建置後訪談分析 73
4.7 系統驗證與綜合分析 82
4.7.1 系統驗證 83
4.7.2 綜合分析 84
第五章 結論與建議 89
5.1 研究結論 89
5.2 研究貢獻 91
5.3 研究限制與後續研究方向 91
5.3.1 研究限制 91
5.3.2 後續研究方向 92
參考文獻 93
附錄一 101
附錄二 105


圖目錄
圖 1- 1 研究程序圖 6

圖 2- 1 交易後顧客行為分析圖 8
圖 2- 2以ISO 9001 模式運作的ISO 10002 客訴處理系統 15
圖 2- 3 流程創新框架的五項步驟 29
圖 2- 4 企業流程改善的五個階段 30
圖 2- 5 企業實施流程改造的四項步驟 32

圖 3- 1 研究流程圖 39
圖 3- 2 現況分析架構 40

圖 4- 1 MLCC運用於電子產品示意圖 45
圖 4- 2 系統導入規劃圖 50
圖 4- 3 舊客訴回應流程 51
圖 4- 4 供應關係示意圖 52
圖 4- 5 新、舊 LEAD TIME差異圖 53
圖 4- 6 作業流程示意圖 54
圖 4- 7 階層式管理架構 54
圖 4- 8 新回應客訴流程圖 55
圖 4- 9 E化程序圖 57
圖 4- 10 新撿料系統 60
圖 4- 11 出貨資料收集確認系統 61
圖 4- 12 出貨資料收集確認系統執行步驟 62
圖 4- 13 收集與上載示意圖 63
圖 4- 14 標籤資料整合說明圖 63
圖 4- 15 資料處理程序 65
圖 4- 16 資料處理排程 66
圖 4- 17 系統發送訊息報表郵件 66
圖 4- 18 出貨資料追蹤工程批號功能選項 68
圖 4- 19 以「出貨批號」查詢需傳送MAIL 69
圖 4- 20 以「出貨批號」查詢不需傳送MAIL 69
圖 4- 21 以「出貨 I/V NO.」查詢「工程批號」 70
圖 4- 22 以「工程批號」查詢「出貨 I/V NO.」與「出貨批號」 70
圖 4- 23 系統發送追溯報表郵件 71
圖 4- 24 製造訂單歷史檔查詢畫面 71
圖 4- 25 工程批號追溯報表 72


表目錄
表 1- 1 論文架構 6

表 2- 1 一般消費者不滿時的反應模式 9
表 2- 2 工業品採購者不滿時的反應模式 9
表 2- 3 顧客不滿時的可能反應 10
表 2- 4 企業流程再造定義 21
表 2- 5 企業流程再造關鍵成功因素 33

表 4- 1 系統模型建置前回應顧客需求情況項次表 46
表 4- 2 無法順利獲得資訊因素項次表 47
表 4- 3 快速客訴回應系統建立看法項次表 48
表 4- 4 系統導入比較表 56
表 4- 5 工程標籤列表 58
表 4- 6 出貨標籤列表 59
表 4- 7 快速客訴回應系統了解程度 73
表 4- 8 於工作之實質幫助項次表 74
表 4- 9 可取代舊追蹤模式原因項次表 75
表 4- 10 對公司有具體成效項次表 76
表 4- 11 系統進入門檻調查 76
表 4- 12 新人系統教育訓練時間調查 77
表 4- 13 熟悉流程需要時間調查 77
表 4- 14 縮小問題範圍調查 78
表 4- 15 挽回顧客關係與提升顧客再下單意願因素項次表 79
表 4- 16 提升企業形象與顧客忠誠度項次表 80
表 4- 17 系統導入附加價值調查項次表 81

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