組織公民行為、銷售導向、顧客導向對顧客滿意度之影響 - 以IC設計業為例

Abstract

本研究目的在於探討台灣IC設計業的成長動能及競爭力，面對全球化的快速競爭，因產品周期短、Time to Market的產業特性，除了公司的核心技術及成本價格優勢之外，如何藉由客戶支持的銷售團隊，提高顧客滿意度，建立IC產業與顧客之間的連結，以便利於加速推廣下一代IC導入顧客設計的產品，減少Design In的Cycle Time，成為本研究的重心。 因此，本研究透過問卷方式，解析研究各項指標的變化，檢視顧客滿意度之變化探討公司競爭之效益。 本研究採用紙本問卷調查，針對IC設計業的業務、行銷、PM、客服人員為研究對象，總共蒐集了有效問卷198份，利用軟體SPSS進行分析，研究結果顯示: 在IC設計產業中顧客導向與組織公民行為對於顧客滿意度有顯著影響，銷售導向對於顧客滿意度無顯著影響。 強化組織公民行為與顧客導向，有助於提高顧客滿意度，此為IC產業除核心技術、價格之外，強化產品競爭力之另一要素。

The purpose of this exploratory study is to explore the growth dynamics and competitiveness of IC design industry in Taiwan. In the face of global competition, the industry characteristics of short product cycle and Time to Market, in addition to the core technology and cost price advantage of IC, for Sales and customer support team, it become the focus of this study how to improve Customer Satisfaction and build up the connection with customers so that customers continue to use the next generation of IC and reduce design In's cycle time. Therefore, this study through the questionnaire, analyze the changes in the indicators, view the changes in customer satisfaction to explore the effectiveness of competition in the company. In this study, a total of 198 valid questionnaires were collected and analyzed by software SPSS. The results showed that: In the IC design industry, Customer Orientation and Organizational Citizenship Behavior have a significant impact on Customer Satisfaction, and Sales Orientation has no significant impact on Customer Satisfaction. It can help to improve Customer Satisfaction throung strengthening Organizations Citizen Behavior and Customer Orientation. Beside the core technology and price, it is another key factor to strengthen the product competitiveness in the IC industry.