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系統識別號 U0026-0812200915093891
論文名稱(中文) 產品品質、服務品質與價格對顧客滿意度與忠誠度之影響 -以半導體設備商個案公司為例
論文名稱(英文) The Impact of Product Quality, Service Quality and Price on Customer Satisfaction and Loyalty for Case Company of Semiconductor Equipmant
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 97
學期 2
出版年 98
研究生(中文) 郭儼頡
研究生(英文) Yen-chieh Kuo
電子信箱 blassom88@yahoo.com.tw
學號 r4796131
學位類別 碩士
語文別 中文
論文頁數 103頁
口試委員 指導教授-蔡燿全
口試委員-許永明
口試委員-楊澤泉
中文關鍵字 顧客滿意度  顧客忠誠度  服務品質  半導體  價格  產品品質 
英文關鍵字 service quality  customer loyalty  price  customer satisfaction  semiconductor  product quality 
學科別分類
中文摘要 自2007年第4季以來的次級房貸風暴到2008年下半的金融海嘯,造成全球經濟衰退,終端消費性電子產品需求萎縮,衝擊所有半導體應用市場,重創半導體產業。身為半導體設備商個案公司,如何了解並滿足顧客的需求?提供顧客更滿意的產品與服務品質,讓顧客對企業繼續忠誠,維持高忠誠度之關係,以因應半導體產業的快速變動。
本研究以國內從事半導體生產製造之企業為研究對象,共寄發15家企業及問卷280份,實際回收有效問卷213份,有效回收率76.07 %。
本研究採用SPSS 12.0統計分析軟體進行實證分析,首先以因素分析與信度檢定萃取各構面的主要因素,接著以迴歸分析探討產品品質、服務品質及價格對顧客滿意度的影響;顧客之滿意度與忠誠度的關係,最後以差異性分析探討不同產業類型之企業、不同所屬部門之人員、不同職位之人員及不同任職時間之人員,在各構面的差異性。
實證結果發現,產品品質、服務品質及價格顯著正面影響顧客滿意度;服務品質比產品品質及價格對顧客滿意度有較大影響力;顧客滿意度顯著正面影響顧客忠誠度;不同產業類型之企業及不同所屬部門之人員在各構面皆無顯著性差異;不同職位之人員及不同任職時間之人員在部份構面有顯著性差異。
研究建議半導體設備商除了重視產品的「績效」與發展出一套有效的訂價策略
外,更應該重視無形的服務品質「反應性」及「保證性」,以維持優質的顧客服務滿意度,才能讓顧客對企業繼續忠誠,維持高忠誠度之關係。
英文摘要 Since the 2007 Q4 subprime mortgage crisis and the second half of 2008 the financial tsunami, caused by the global economic recession, consumer electronics end-demand and the impact of the application of all the semiconductor market, hit the semiconductor industry, as the case company of semiconductor equipment manufacturer, how to understand and meet customer needs? To provide customers more satisfied with the quality of products and services so that enterprises continue to loyal customers, maintaining a high level of the relationship between loyalty to cope with rapid changes in the semiconductor industry.
In this study, selected the samples from the domestic semiconductor manufacturing enterprises, a total of 15 companies and sent 280 copies of the questionnaire, 213 valuable questionnaires with effective rate 76.07%.
In this study, used SPSS 12.0 statistical analysis software for empirical analysis, first of all, used factor analysis and reliability test to extraction the main factors of various research dimensions; followed by regression analysis to investigate the product quality, service quality and prices of the impact on customer satisfaction; and investigate customers satisfaction and loyalty relationship; in the final analysis use MANOVA analysis between the difference to explore the different types of industrial enterprises, the staff of different departments, positions and seniority in various research dimensions.
The results of the research shows, product quality, service quality and price were significant positive impact on customer satisfaction; service quality have more influence than product quality and price on customer satisfaction; customer satisfaction was significant positive impact on customer loyalty; there were not significantly different in different industries and different types of the department personnel in various research dimensions; there were significantly different in different positions and different seniority.
As recommended in the study of semiconductor equipment manufacturers, not only to strengthen the "product's performance" and to develop an effective pricing strategy
but also should pay attention to the quality of intangible services "reactive" and "guaranteed" to maintain the quality of customer service satisfaction, in order to allow customers to continue business loyalty, maintaining a high level of the relationship between loyalty.
論文目次 摘 要 .......................................................................................................................... Ⅰ
Abstract .................................................................................................................... Ⅱ
誌 謝 ......................................................................................................................... Ⅳ
目 錄 .......................................................................................................................... Ⅴ
表 目 錄 .................................................................................................................. Ⅶ
圖 目 錄 .................................................................................................................. Ⅸ
第一章 緒論 ........................................ 1
第一節 研究背景與動機 ........................... 1
第二節 研究目的 ................................. 4
第三節 研究流程 ................................. 4

第二章 文獻探討 .................................... 6
第一節 臺灣半導體產業類型與特性 ................. 6
第二節 產品品質 ................................. 7
第三節 服務品質 ................................ 13
第四節 價格 .................................... 24
第五節 顧客滿意度 .............................. 27
第六節 顧客忠誠度 .............................. 34
第七節 產品品質、服務品質及價格與顧客滿意度及忠誠度之關係 .. 39

第三章 研究方法 ................................... 44
第一節 研究架構 ................................ 44
第二節 研究假設 ................................ 45
第三節 問卷設計 ................................ 46
第四節 資料分析方法 ............................ 51

第四章 研究結果 ................................... 53
第一節 樣本分析 ................................ 53
第二節 敍述性統計分析 .......................... 56
第三節 因素分析與信度檢定 ...................... 61
第四節 迴歸分析 ................................ 69
第五節 差異性分析 .............................. 77
第六節 假設驗證 ................................ 83

第五章 結論與建議 ................................. 84
第一節 研究結論 ................................ 84
第二節 研究限制與後續研究建議 ................. 88
第三節 對產業的建議 ........................... 90

參考文獻 .............................................. 92

附錄:研究問卷 ........................................ 98
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三、參考網站
1. 全國博碩士論文之資訊網站,http://datas.ncl.edu.tw/
2. Google 搜尋網站,http://www.google.com/
3. VLSI research 網站,https://www.vlsiresearch.com/
4. DIGITIMES research 網站,http://www.digitimes.com.tw/
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