| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 91 === The vehicle industry development has been thirty to forty years in Taiwan. With long-term corporation and technique transferring from parent factories, manufacturers’ ability in research design and production manufacturing has been mature. The production quality of each manufacturer has reached the international standard. As a result, operation style of top five-car brand in Taiwan has changed from capacity scale and the introduction of new car model to marketing and service competition. In the past, the competition emphasized on the mass production of selling market. Now the industry value chain has changed to buying market. The evolution of competition curve has changed from assembling activity to research design and service development. In the era that the supply exceeds the demand, it is time to value customer. It is the time of “customer satisfaction” operation.
The influences of enterprise core competence, service strategy and service delivery system on customer lifetime value perspectives are discussed in this research. It mainly emphasizes the impact on customer lifetime value from enterprise core competence perspective, from service strategy perspective, and from service delivery system perspective. An integrated conceptual structure is provided. A case study is used in this research model.
The thinking model of service strategy in the development of core competence of an enterprise is discussed in this research. Through the service delivery system of pre-sales, sales, and after-sales and service feedback mechanism, enterprises raise their roles from senders to creators of customer lifetime value. By using customer service index, enterprises evaluate the influence to customer satisfaction and royalty because of different degree of service strategy among competitors. The index is further continuously used to increase customer value and customer contribution for enterprises to master competition and profitability in the future.
The research suggests that 1. In the core competence aspect: manufacturers are good at taking products from their parent factory as basis, and then continuously research to meet the needs of consumer market in Taiwan. 2. In the service strategy aspect: customer satisfaction affects greatly on customer royalty, and the degree of royalty is the index of customer value. Vehicle industry still has room for existing and striving. 3. In customer lifetime value aspect: praise of customers and brand royalty are key points that need to be operated continuously in the vehicle industry in Taiwan.
The suggestion to follow-up researchers is practically to develop an evaluation system in vehicle industry that is objective and appropriate for customer lifetime value evaluation. The researcher believes it has index benefit on customer service operation for every car manufacturer. In academic aspect, the direction to integrate core competence, to join internationalization, and to participate international division of labor should be emphasized. It can be a much more comprehensive research factor for companies that will invest overseas.
|
|---|
