Exploring the Relation Quality between Manufacturers and Brand Companies on Effects of Loyalty—An Example of S Audio Company

• Main Authors: Yu-Hsin Cheng, 鄭玉歆
• Other Authors: 黃崇興
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/f266th

碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 104 === In Twenty-First Century, many companies shift their strategy from product oriented to customer oriented. In this case, we can see more and more companies focus on customer relationship management. Customer service mainly used to get rapid message from customer who has questions and records of their history. This is a high efficiency way to solve customer’s questions, raising their satisfaction and enhancing corporate image. The major function would be customer feedback, solution and satisfaction survey. By using customer feedback’s auto upgrade function, the management will get unsolved customer request in the first place. Solution function will let every employee in the company knows how to give best answer to customer. The Satisfaction survey will let top management knows company’s customer service level. The smart phone and television industries bring up the business of digital musics and smart portable devices. This makes audio products design facing more challenges. Also, the wage increase in China makes the manufacturing environment changing. All these changes bring very big impacts to Taiwanese factory in China. Fortunately, the problems and shortcomings of producing audio electronics are still originated from the original equipment manufacturers in China whereas the S audio company, which run the business in China for long time, has predominated the audio electronics market by not only maintaining the quality of products and the advanced techniques of production but also emphasizing the connectedness with customers and the trusts of long-term cooperative customer. Recently, the research of relationship connection and relation quality are burgeoning, fewer studies are discussing the connectedness between relationship connection, relation quality and the loyalty of customer, however. It represents that the relevant studies are insufficient. The study thus investigate how the case company acquires trusts, satisfactions, and commitments from their customers through different ways of relationship connection and searches out the way to connect the loyalty of customer, by exploring the influence of the audio electronics manufacturer to the loyalty of audio electronics company via interviews, in which the interviewees are the long-term cooperative audio electronics companies in Europe and America. The results reveal the case company has to deliver the financial and economic incentives, such as discounts and preferential prices, to attract audio electronics companies. The case company has to build intently relations and contribute its stable and growing transactions with audio electronic companies by frequently visiting, intimate interactions between high level managers, and the participations of various social activities thereafter. At last, the case company can consolidate its long-term cooperative relations with audio electronic companies via the shared values of techniques and maintenance, technical cooperation, and the share of managerial informative system.