我國筆記型電腦產業有經營自有品牌策略與代工策略兩種發展趨勢。除了宏碁與華碩致力推廣自有品牌並在全球享有較高知名度外，其餘大廠如廣達、仁寶、英業達、緯創則專注於代工生產。代工比重高達90%，而自有品牌產值僅佔10%。NB代工利潤持續降低，2005年僅約3~5%。再者，相對於桌上型電腦，筆記型電腦單價及所要求的技術層次均較高，因此「品牌」影響消費者的選購決策甚鉅。

品牌經營需與顧客維繫良好的關係，如此才能在競爭的環境中取得優勢，同時具有良好品牌形象、與顧客保有良好關係品牌關係、擁有許多高度品牌忠誠的企業需愛惜自己的羽毛，正視産品本身的功能、品質或完善服務系統、提高服務品質，否則一旦引起顧客不滿與顧客抱怨，將會為企業帶來更大的傷害與損失。

本研究以台灣筆記型電腦市場為例，檢視品牌形象、品牌關係品質、品牌忠誠度與顧客不滿程度、顧客抱怨行為之間的關係。以北部地區(台北、新竹縣市等)有消費、購買與使用過筆記型電腦經驗的消費者為研究對象。問卷共發213份，扣除無效問卷24份，得到有效問卷178份，有效回收率為83.6%。資料分析包括基本資料分析、敘述性統計分析、效度與信度分析、相關分析與廻歸分析，研究結果發現：

1. 品牌形象、品牌關係品質與品牌忠誠度皆與顧客不滿程度構面呈現顯著的正向影響關係，意味著最喜愛之筆記型電腦品牌如果發生服務疏失等，使顧客發生不滿時，則顧客不滿程度越高。

2. 當顧客不滿程度越高，則顧客抱怨強度也越高。

3. 品牌形象、品牌關係品質中的「依戀」與品牌忠誠度皆與顧客抱怨行為構面呈現顯著的正向影響關係，意味著最喜愛之筆記型電腦品牌如果發生服務疏失等，使顧客發生不滿時，則顧客抱怨強度越高。但是品牌關係品質構面「契合」與「個人承諾」與顧客抱怨行為構面並無顯著的正向影響關係。

關鍵字：品牌形象、品牌關係品質、品牌忠誠度、顧客不滿程度、顧客抱怨行為

The industry of Note Book PC in Taiwan has two trends of own-brand and OEM strategy. Except the famous worldwide-known brand – ASUS & Acer, all the makers are focus on the OEM manufacturing. The ratio of latter one is 90%, however, its profit is getting lower which was result in 3~5% in2005. Furthermore, against to Desk Top computer, Note Book PC is required of more high technical level. Therefore, the “Brand” effect customer’s purchase decision a lot.

Brand management needs to maintain the good relationship with customers, in order to get the advantages in the competitive environment. The companies who have excellent Brand Image, good Brand Relationship with customers, a lot of customers with high Brand Loyalty, must value its own feathers highly. Have to enhance the product’s function, quality and service system. Otherwise, would bring much more damage and loss once occurs the customer dissatisfaction and customer complain.

The purpose of this study is to examine the relationship of brand image, brand relationship, brand loyalty, customer dissatisfaction and customer complain behavior based on the Note Book PC in Taiwan market. Consider the consumers who have ever purchased and consumed the note Book PC in Taipei and Hsin Hsiu areas. Sending out 213 coping of questionnaires, and eliminating 24 useless copies, there are 178 effective copies. The effective rate is 83.6%. Based on the descriptive analysis, factor analysis, correlation analysis, regression analysis, the result is as follows:

1. Brand Image, Brand relationship and Brand loyalty have positive effect toward customer dissatisfaction. That is, the most favorite Note Book PC if happened the cases like service failure, the customer’s dissatisfaction would be stronger.

2. Customer Dissatisfaction has positive effect toward Customer Complaint Behavior.

3. Brand Image, one dimension of brand relationship and brand loyalty has positive effect toward customer complaint behavior. However, the other two dimension of brand relationship have indirect positive effect toward customer complaint behavior.

Keywords: Brand image, Brand relationship, Brand loyalty, Customer Dissatisfaction, Customer complaint behavior.

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