競爭策略與顧客滿意實證研究—以IC封裝業為例

Abstract

本研究透過問卷調查的方法了解封裝產業中各公司的製造策略，並以策略群組的相關理論、文獻，配合封裝產業之產業特性，探究封裝廠中可能存在的策略群組歸屬，並基於群組間在各構面上的差異，分析不同策略群組內成員之核心能力與策略類型，建構策略群組、製造策略及核心能力的結構化模式，最後以因素分析驗證封裝廠上游客戶滿意度對策略群組、製造策略與核心能力間的因果關係藉以推展核心能力與其對客戶滿意度之提昇，以提供業者改進研究之參考。研究結果如下: 1. 製造策略的選擇對客戶滿意度有顯著性的影響，且製造策略中品質、彈性及服務三個構面對客戶滿意度有顯著性的影響。 2. 核心能力對客戶滿意度有的影響顯著性，且核心能力中策略管理能力及行銷運籌能力、量產製造能力、研究發展能力皆與客戶滿意度的改善關係顯著。 3. 策略群組定位對客戶滿意度的影響不顯著。 4. 製造策略的選擇對核心能力的影響不顯著。 5. 策略群組的定位對核心能力有顯著性的影響，且策略群組的四種定位與核心能力的四種類型影響顯著。 6. 製造策略的選擇對策略群組有顯著性的影響。

The main purpose of this thesis is to analyse the core capabilities and the manufacturing strategy types within each strategy group, and to verify the result of the cause and effect relationship of the strategy group, the manufacturing strategy and the core capability against the customer satisfaction with factor analysis method in the IC assembly industry. The conclusions of the research are as followed: 1. The impact of the choice of the manufacturing strategy on the result of the customer satisfaction level is obvious. 2. The impact of the dimensions of quality, flexibility and service level in the manufacturing strategy on the result of the customer satisfaction level is obvious. 3. The impact of the core capability on the result of the customer satisfaction level is obvious. Those factors (strategy management ability, the capability of the sales, marketing and logistics, and the mass production capability) of the core capability have an obvious impact on the result of improving the customer satisfaction level. 4. The impact of the strategy group on the result of the customer satisfaction level is not obvious. 5. The impact of the manufacturing strategy on the result of core capability is not obvious. 6. The impact of the positioning of the strategy group on the result of the core capability is obvious. The four dimensions of the strategy group have an obvious impact on the result against the four types of core capability. 7. The impact of the choice of the manufacturing strategy on the result of the strategy group is obvious.