| Summary: | 碩士 === 中華大學 === 工業管理學系 === 106 === At present, due to the changes in industrial structures and the red-hot competition in the market, customers emphasize more and more on product value, product reliability, personnel’s service, service efficiency and the environment. The satisfaction of service quality exerts major influences on an enterprise’s business performance, customer loyalty and profits. Likewise, the promotion of service quality to enhance customers’ satisfaction has become a necessary trend. However, high customer’s satisfaction does not imply customers will purchase again. How to promote customers’ satisfaction is an issue worthy of discussion. Reichheld & Sasser (1990) suggest that losing existing customers brings more losses that exploring new ones. If enterprises can avoid losing customers and promote a 5% customer retention rate, it will increase profits by 25% to 85%. Therefore, customer relation management is highly important.
This research examines the causes and results of the derived behavior generated from customer satisfaction in the manufacturing industry. A questionnaire is used as method and customers of the manufacturing industry are regarded as the objects to understand the relationship of the factors affecting the customers of the manufacturing industry. SPSS software is used to conduct factor analysis, regression analysis, and reliability analysis. From the conclusion of the analyses, it is shown that: materials and furnace engineering exert a significant and positive influence on the satisfaction of Kuan-Ho’s materials and furnace engineering. Materials and furnace engineering also exert a significant and positive influence on the satisfaction of the delivery date of Kuan-Ho’s materials and furnace engineering. Administration and management exert a significant and positive influence on business units of Kuan-Ho Refractories Industrial Corporation; the service provided by executives has significant and positive influence on the satisfaction of communication. Administration and management exert significant and positive influence on the satisfaction of engineering management of the business units of Kuan-Ho and engineers. Customer service and company image are shown to have a significant and positive influence on the business units of Kuan-Ho Refractories Industrial Corporation and the engineers’ service attitude and affinity. Customer service and company image are shown to have a significant and positive influence on the evaluation of business units of Kuan-Ho and engineers’ professional know-how. Customer service and company image are shown to have a significant and positive influence on the satisfaction of services on enquiries. Customer service and company image are shown to have a significant and positive influence on individuals’ and customers’ integrated evaluation of products and engineering quality image. The overall satisfactions of the manufacturing industry are the experiences of its customers, the higher of whose satisfaction of the totality, the higher the company image is to the customers.
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