本論文以哈佛個案教學方式撰寫，包含 A 及 B 兩個案內容與教師手冊三個部分。個案公司為行動通信產業關鍵 IC 晶片零組件龍頭公司，具品牌與技術優勢。個案公司面對未來環境的激烈競爭與經濟不確定性，從提昇顧客滿意以提高競爭力並同時解決顧客抱怨為目標，針對逆向物流加速 IC 晶片失效原因分析流程中，探討所面臨提昇服務品質決策上的困境與挑戰。面對行動通信進入成熟期的競爭激烈，主動藉由顧客對供應商的平衡計分卡關鍵績效指標與顧客進行服務提昇的溝通工具，並從顧客抱怨中確認改善之處並提出多項方案，如建立在地實驗室、加班、加人或訊息技術化精實變革與破壞式創新等各種方案，從長期競爭力、技術資源能力與可能的影響衝擊作全面性考量。個案公司的最終選擇其中一方案作為決策，並成功作為典範轉移。

This thesis is written in Harvard case teaching method, including A
and B 2 cases’ content and teacher manual. The company is a leading IC
chip company in the mobile industry with brand and technology
advantages. This case’s company faces fierce competition and future
economic uncertainty. It aims at improving customer satisfaction to improve competitiveness and resolve customer complaints in parallel. Regarding accelerating reverse logistics failure analysis process for IC failure analysis’ root cause finding, it discusses the dilemma and challenge faced in improving service quality. While facing fierce competition during the mature period of mobile industry, the company proactively uses customer balance scorecard’s key performance index as a customer communication tool for service quality improvement, also utilize customer
complaints to confirms they focus on the right area. Then the company comprehensively considered long-term competitiveness, technical resource capabilities and possible impact then proposes various programs to accelerate the process such as local laboratory establish, overtime to complete tasks, hire more people, or information technology innovations with lean process. This company eventually chose one of the options as a final decision and succeeded to be a paradigm shift.

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