技術服務提供對顧客關係影響之研究－以染料、染整行業為例

Abstract

隨著服務導向市場的來臨，企業訴求已由強調產品差異化逐漸轉變至服務差異化。同時由於市場高度競爭與資訊科技快速進步，加強顧客關係，提供顧客完善的技術服務，已成爲許多企業經營差異化之主要策略，亦是其關鍵成功因素之一。本研究針對紡織染料、染整產業現況、從營運規模、特色、廠商動態與所面臨問題及競爭壓力等來探討上游染料業者所提供技術服務功能，對染整業者之發展與其效益影響。經由理論發展，文獻收集及染料、染整業者訪談，歸納整理完成「個案分析」與「研究發現」並提出命題，說明染料業者在染整市場之優勢利基條件，以及在染整產業中如何有效提供技術服務來維護良好顧客關係。

Due to the fast development of information technology and the trend toward fierce global competion, many firm executives have set their business goal to provide not only the best products but also the distinglished services to their customers. Service differentiation strategy now has played a key role to remain success in competition. This study uses a case analysis approach and aims to evaluate customer relationship performance from the aspects of technical service practices of current Taiwan dyestuff manufactures to their customers, textile dyeing firms. Industry characteristics, scales, trends and problems, and competition pressures are considered from upstream dyestuff manufacturs' perspectives. In addition, the measures of offering technical services to enhance customer relationships are carefully examined. Probe into literature review and interviews with dyeing manufacturers, case analyses and research findings are provided. Consequently, four propositions are stated to provide viewpoints and suggestions that dyestuffs suppliers who offer superior technical services have sound advantage and to safeguard customer relationship performance effectively.