The Customer Satisfaction Analysis and Correspondent Strategy of Vaccine Preparation Instrument – Case Study of A Company

• Main Authors: Ya-Chu Lee, 李雅筑
• Other Authors: Dr. Wen-Chih Chiou
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/29628610726364652042

碩士 === 國立勤益科技大學 === 企業管理系 === 101 === The development of emerging industry involves various levels of limitations and challenges. Such as risk-taking,technology innovation,and perspective strategy making in order to obtain raw material supply and to build distribution channel.Before the local brand in Taiwan could well established its dominant brand advantage against international competitors, such enterprise could strengthen its market differentiation through possession of excellent customer satisfaction level via enhancing its customer service and providing efficient complaints handling process. This research will discuss base on the case of a Vaccine Preparation Instrument Company within Taiwan and to investigate the enterprise's annual customer satisfaction level. The object is to identify the customer need and requirement of the instrument by means of thorough analysis of the customer satisfaction data feedback.Thus to draw up the relevant countermeasures and improvement programme to increase the enterprise's competitiveness and profit margin.Hence to accelerate the enterprise's internationalization progress and ultimately to uncover the stance and industry value of local biological preparation instrument industry in the international field. The research has found the highest degree of customer satisfaction lies in sales and service area, medium degree in product quality and delivery,and lowest degree in advertising /website/marketing document.This could be explained by since the fund management is extremely important to the emerging industry,strict budget control and higher effectiveness is demanded on the budget to be spent on the marketing measures such as website building and maintenance,exhibition attendance,advertising and also the product catalogue printing.It has also found when enterprise focused on the product development,the external packaging of the product is often overlooked.Resulting problem that the customers could not perceive the production information through proper channels,causing stagnation in information circulation and obstacles in the marketing measures of the enterprise.The research also provide the correspondent improvement strategy in terms to improve customer satisfaction level and achieve positive customer assessment of the enterprize.