近年來全球筆記型電腦市場競爭激烈，綜觀其主要原因如下:
1. 競爭品牌眾多，技術與進入市場門檻不若十餘年前高，主流Wintel(美商微軟視窗作業系統Microsoft Windows + 英特爾晶片組供應商Intel chipset) 供應商幾乎獨佔，除了品牌和外觀設計配色不同，筆記型電腦的規格與設計大同小異，價格差距不大。
2. 筆記型電腦市場逐漸萎縮，銷售量逐年下滑，規格與設計了無新意，品牌商只能利用價格戰，削價競爭，剝削自己的利潤來增進銷售量，使得筆記型電腦的平均售價不斷下探，苦了品牌商，增益了消費者。
3. 近期平板電腦和大尺寸智慧型手機的盛行，逐漸取代低價筆記型電腦的使用與市場。
惠普筆記型電腦在筆記型電腦市場上腹背受敵，不但要受全球市場銷售量萎縮的影響，平板電腦和大尺寸智慧型手機的取代，還要面對聯想和其他筆電品牌虎視眈眈的削價競爭，排名常在第一和二名徘徊。再者，消費意識抬頭，消費者的選擇已不再容易滿足或侷限於規格，外觀設計和價格，更是要求相同重要的售前、售中和售後的客戶服務。惠普品牌除了在產品新技術的研發之外，是否可以增加軟實力，從客戶服務上著手，來提升客戶服務品質、客戶滿意度和客戶忠誠度，進而差異化品牌價值，吸引消費者來購買，提升市占率。有鑑於此，此研究針對惠普筆記型電腦的使用者來做問卷調查，有效問卷117份，以SPSS 13統計軟體來做分析。

研究結果顯示:
一、 服務品質和客戶滿意度有相關關係
二、 服務品質和客戶忠誠度有相關關係
三、 客戶滿意度和客戶忠誠度有著明顯的相關關係

關鍵字: 客戶服務、客戶滿意度、服務品質、客戶忠誠度

In recent years, the notebook market is significantly competitive due to below main reasons:
1. There are multi brands/competitors in the market. It is easy for brands to enter the notebook market because of two reasons: 1.The requirements to enter the market are not as high and hard as they were 10 years ago. 2. Microsoft windows operation system and Intel chipset platform architecture almost dominates the market. Notebook products in the market look all the same.
2. The notebook market is shrinking year by year. Brand companies in the market can’t attract customers by new hardware or software design but by lowering down the selling price. In this case, the average selling price for a new notebook goes down yearly too.
3. The prevalence of tablets and smartphones with bigger screen size is replacing some of the low end notebook market.
It’s getting harder for HP notebook to stand still at the first spot in the market. HP notebook market share in the notebook market ranked constantly between No.1 & 2. is threatened by multi reasons such as overall notebook market is shrinking and the severe pricing competition from mostly Lenovo and other brands. Moreover, customers are no longer easily satisfied by or limited to the notebook specification, exterior design or even lower prices, they tend to weigh more on the service provided by brand companies before, during or after the purchase. Besides the continuously development of new technology and innovation, can HP acquire more customers and sales by differentiating HP brand from improving customer satisfaction, customer loyalty and the service quality? In order to study this opportunity, this research conducts a survey from 117 notebook users applying SPSS 13 statistics software tool to analyze the data gathered.
The result indicates that 1. Service Quality has a positive connection on Customer satisfaction. 2. Service Quality also has a positive connection on Customer loyalty. 3. Customer satisfaction also has a positive connection on Customer loyalty.

Key words: Customer service, Customer satisfaction, Service quality, Customer loyalty

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