摘要
面對企業全球化競爭，電子製造產業，已進入量身打造時代。如何達成品牌價值、認知價值及服務品質與客戶滿意間的關係，一直是業界所重視的焦點。然而電子製造業的品質隨著知識經濟時代的來臨，企業價值的來源從傳統的固定資產，逐漸轉變為無形資產，無形資產不若固定資產會隨時間而折舊，反而會隨著企業的成長而增加，因此成為企業重要的價值。而無形資產中又以品牌價值近年來越來越受到重視。自2001年起，Interbrand品牌顧問公司與Business We e k商業週刊共同合作調查全球前100名國際品牌。台灣自2003年起，亦採取相同的品牌鑑價標準與Interbrand品牌顧問公司合作調查並公佈台灣國內最具品牌價值的前十大國際品牌，上述可知，品牌已然成為企業最重視的資產之一。
關於研究品牌價值的文獻，國內外已有許多相關的研究論文，但若以研究方向而論，大多偏重行銷層面，並專研單一產業；本研究含括理論方法性與實務應用性，藉由實際個案公司運作，探討理論方式運用執行過程，及其成效差異，並運用工廠員工問卷抽樣調查，得知品牌價值、認知價值及服務品質客戶滿意度可被認同，並藉以提供電子製造業客戶服務之參考。

Facing the global competition of enterprises, the electronics manufacturing industry has entered the specialized-made generation. To achieve the relationship between brand value, acknowladge value and quality service with customer satisfaction has always been a focus of the industry.
However, with the advent of the knowledge economy generation, the quality of electronic manufacturing firms has gradually changed from the traditional ficed assets to intangible assets. Intangile assets will not be depreciated overtime as fixed assets, but will increase with the firms growth to become an important value for electronics manufacturing firmes. The brand value of intangible assets has received increasing attention in recent years.
Since 2001, Interbrand Consulting has partnered with Business Week to investigate the world’s top 100 interanational brands. Since 2003, Taiwan has also adopted same brand certificaiton standard to have cooperate with Interbrand Consulting to investigate and publish Taiwan’s top 10 of the most brands value interantional brands list. Apparently, it can be seen that the brand has become one of the most valued assets to firms.
There are many relevant research and study of brand value at domestic Taiwan and abroad. However, if the research direction is concerned, most of them focus on marketing and specialize in single industry.
This study includes theoretical methods and practical applications. Through actual case company opeartions, to explore the theoretical approach to the implementation process and the differences in effectiveness. Moreover, to apply questionnaire surveys from employees to learn about brand value, acknowladge value and service quality. Satisfaction can be identified and be used as a reference for customer service in the eletronics manafacturing firms.

目錄
第1章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究範圍與限制 3
第四節 研究步驟與架構 4
第2章 文獻探討 5
第一節 品牌價值 6
第二節 認知價值 9
第三節 服務品質 12
第四節 客戶滿意度 14
第五節 本章小結 15
第3章 研究方法 17
第一節 研究架構 17
第二節 研究假設 18
第三節 各構面之操作型定義與衡量 20
第四節 問卷抽樣與發放 26
第五節 資料分析方法 28
第4章 資料分析 32
第一節 樣本結構分析 32
第二節 敘述性統計分析 35
第三節 信度分析與效度分析 39
第5章 結論與建議 49
第一節 研究結論 49
第二節 研究建議 51
參考文獻 55
中文部份 55
英文部份 56
附錄 品牌價值、認知價值及服務品質對客戶滿意度影響調查問卷 58

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