研究生: |
王輝華 Hui-Hua Wang |
---|---|
論文名稱: |
客戶滿意度影響多功能事務機採購意願分析 Analysis on how customer satisfaction affects corporate purchasing behavior for multi-functional printer |
指導教授: |
欒斌
Pin Luarn |
口試委員: |
吳宗成
Tzong-chen Wu 陳正綱 Cheng-Kang Chen |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理研究所 Graduate Institute of Management |
論文出版年: | 2011 |
畢業學年度: | 99 |
語文別: | 中文 |
論文頁數: | 90 |
中文關鍵詞: | 客戶滿意度 、多功能事務機 、購買行為 |
外文關鍵詞: | customer satisfaction, multi-functional printer, buying behavior |
相關次數: | 點閱:485 下載:8 |
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自1996年多功能事務機上市以來,隨著企業注重「降低成本」與「節能減碳」等議題,逐漸主導辦公室文件輸出設備市場。無論是適合個人使用的桌上型多功能事務機,或是企業用戶使用的落地型多功能事務機,廠商不僅提高多功能事務機的功能,強化售後服務來滿足客戶需求,同時也兼顧客戶的流程整合,讓多功能事務機的功能不再只是文件輸出設備。
多功能事務機廠商在銷售設備時,都先預設企業與員工對於多功能事務機有極高的接受程度,且喜歡使用多功能事務機為前題來銷售。然而,真實狀況是否如多功能事務機廠商所假設?企業員工果真喜歡使用多功能事務機?是本研究所要探討之目的。
本研究的目的為:
•藉由研究影響多功能事務機的滿意度,探討多功能事務機的採購決策。
•探究多功能事務機是否如供應廠商所言,企業對其多功能事務機的偏好成度優於單功能事務機。
根據研究訪談與問卷調查分析結果發現,影響多功能事務機客戶滿意度的五大構面中,無論是從質化研究或是量化研究的分析中,都可以得到「功能面」與「售後服務面」兩大構面較為顯著,而「成本面」「穩定度」與「使用經驗」三大構面則較不顯著,相對於企業採購注重的成本面考量,功能與售後服務皆屬於落後指標,對於使用者的影響較為深遠,長期而言仍是參考之重要指標。
本研究探究出企業員工仍以功能與便利為考量,偏好體積小的單功能輸出設備,而不是大型的多功能事務機,這與廠商所認定的預設立場不符,這個研究結果同時也可以提供給手機、3C產品等將多種功能合一的行業參考。
Since Multi-function device came to the market in 1996, its gradual dominance over office output industry has became an inevitable trend owing to client’s awareness on cost reduction, energy saving, and carbon footprint. From All-in-one printer to multi-function device, suppliers not only solidify functions and after-sales services, but also consolidate their products into client's workflow.
Most of the suppliers often assume client would show strong preference over multi-function device during selling cycle. However, could such hypothesis reflect real market demand? Did corporate employees like the idea of multi-function device?
The research will cover following topics:
•Analyze how satisfaction survey affects corporate purchasing behavior.
•Conduct research on corporate employees’ preference between multi-functional and single-functional device.
Based on the result of interview and questionnaire analysis, functionality and after-sales services stand out as the most valued dimensions.
On the other hand, cost, device stability, and end user experiences are less concerned areas. Compared with traditional corporate purchasing strategy which put cost on the top of the list, both functionality and after-sale services would be important indicators from a long-term perspective due to their connection with end users.
The conclusion is drawn that corporate employees prefer portable single-function output device rather than bulky multi-function device, which is a far cry from supplier’s standpoint.
The result also presents a market-wise reference for smart phone and other consumer electronics industry.
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