| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 91 === In the present competitive market, corporations can no longer rely on their product and services as means of effective differentiation . To create a more favorable image is a critical way to obtain a difficult-to-duplicate differential advantage over competitors. However, such image is formed neither by elaboration nor by fabrication. It must be established on some kind of essence. Only after the corporate owns excellent essence and high reputation, the image can be widely and effectively spread. Therefore the positive value of the corporate image could be further created.
The research is to study, by literature, the degrees of emphasis on and satisfaction with the corporate image of Taiwan Power Company from lighting customers and industrial customers of 1,000 KW contract capacity in the service areas of Taipei City District Office, Taipei South District Office, Taipei West District Office, Taipei North District Office and Taoyuan District Office.
The measurement dimensions of Taiwan Power Company’s image composed of service image, society image, safety image, management image, product image and technique image. Using self-designed scale to study the images through statistics methods of ANOVA, MANOVA, profile analysis and Bonferroni multiple comparison methods, I conclude analyses results as follows：
1.Among the six dimensions, the customers lay emphasis on technique image first, safety image, product image and service image next, management image the third and society image the last.
2.With satisfaction is concerned, priority order for lighting customers is technique image and safety image, service image and product image next, management image the third and society image last; for industrial customers, safety image replaces technique image and the others keep unchanged.
3.The top priority of improvement among the six images to industrial customers is “product image”. Taiwan Power Company should pay much attention to the phenomenon.
4.As to management image and society image, although the customers nowadays lay less emphasis on them, Taipower should regard them as secondary improvement targets. Otherwise, in case the opponents successfully create the images into competitiveness advantage, Taipower will undoubtedly face the keen threat and challenge.
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