| Summary: | 碩士 === 朝陽科技大學 === 工業工程與管理系碩士班 === 91 === The environment for business management is complicated. The importance of customer satisfaction has been well recognized by academies and practitioners. And many precious findings are accumulated in the last decades. It is often described as the goal of business management. Therefore, it is necessary to understand the relationships among factors of creating customer satisfaction clearly.
However, the differences of customer satisfaction between high tech firms and traditional manufacturers were not clearly identified by researchers. This paper categorized the view into two parts for discussion: high tech firms’ view, and traditional manufacturers’ view. The empirical data were derived from the leading high tech firms and traditional manufacturers in Taiwan based on this idea.
The present paper constructs a conceptual research framework, followed by implementation of a structured company-wide questionnaire to the employees of the two high tech firms and three traditional manufacturers.
The discussing dimensions of customer satisfaction in this paper are: strategy management, customer relationship, supplier relationship, customer service, and technological innovation. The analysis was proceeding by the way of statistics test: factor analysis, reliability check, descriptive analysis, Pearson correlation analysis, independent samples t-test, multiple linear regression, and path analysis. After the above-mentioned statistical check, the major findings are as follows:
1. High tech firms and traditional manufacturers have their own distinctive ways to create customer satisfaction.
2. The crucial factors to create customer satisfaction for high tech firms are “strategic management” and “technological innovation”.
3. For traditional manufacturers, “customer service” is the key capability to create customer satisfaction.”
4. The "technological innovation" is also the key to effect "strategic management"; it plays the role of both direct and indirect impact to "customer satisfaction" for high tech firms.
5. The "customer relationship" is a critical factor to "customer service", and "technological innovation" is a necessary mean to affect "customer service" for traditional manufacturers.
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