本研究主要在探討半導體空白矽晶圓供應商(代理商)T公司之服務品質、品牌形象、顧客關係管理、與顧客滿意度關係之研究，並探討在不同所屬服務的部門的人員及主要生產產品類別的半導體公司，對各構面的差異程度。
本研究以國內從事半導體生產相關產業之公司作為研究探討對象，親自拜訪共8家公司及問卷76份，回收8家公司及有效問卷76份，有效回收率為100 %。經SPSS軟體資料分析工具進行實證分析，實證結果發現如下：
1. 服務品質之「有形性」、「可靠性」、「反應性」、「關懷性」及「全面性」與品牌形象、顧客關係管理、及顧客滿意度構面皆呈現顯著的正向相關影響，其中尤其以服務品質之「全面性」影響最大，「有形性」的影響最小。
2. 半導體空白矽晶片供應商(代理商)T公司之顧客關係管理及品牌形象構面對顧客滿意度構面亦皆有顯著的正向影響，而其中以顧客關係管理影響較大。
3. 在差異性分析結果發現，不論是部門還是公司生產產類別上，皆與服務品質、品牌形象、顧客關係管理、與顧客滿意度四大構面之間，沒有顯著性的差異存在。
4. 規模較小的企業在服務品質、顧客關係管理、品牌形象與顧客滿意度四大構面因素上的平均值皆高於規模大的企業。

The purpose of this study was to explore the relationship among service quality, brand image, customer relationship management, and customer satisfaction for “T company” of semiconductor raw wafer agent. The differences of the above constructs in terms of official position, service department, and size and production categories were also evaluated.
This study selected samples from the semiconductor industries and enterprises in Taiwan. Out of the 8 firms, 76 questionnaires were sent, 76 valid questionnaires were returned from 8 firms, resulting in a valid response rate of 100%. The statistic software SPSS were applied for the data analysis and major findings of this study were as follows:
1.The service quality in terms of “tangibles”, “reliability”, “responsiveness”,“empathy” and “ total” had significant and positive effects on customer relationship management, brand image, and customer satisfaction. Moreover, the effect of the “total” was the most significant one; on the contrary, the effect of the “tangibles” was the least significant one.
2.The customer satisfaction of “T company”of semiconductor raw wafer agent had significant and positive effects on the customer relationship management and brand image. Among the customer relationship management and brand image, the former was more significant than the latter.
3. According to the results of diverseness analysis, there were no significant differences between service department, size and production categories and service quality, customer relationship management, brand image, and customer satisfaction.
4. Small-scale-size firms tended to have higher rate than large-scale-size firms on service quality, customer relationship management, brand image, andcustomer satisfaction.

論文審定書………………………………………………………………………….…....i
論文提要……………………………………………………………………….………....ii
誌謝……………………………………………………………………………….…...…iii
中文摘要…………………………………………………………………………………iv
英文摘要……………………………………………………………………………….…v
目錄………………………………………………………………….…………..……….vi
圖目錄……………………………………………………………………………….….viii
表目錄……………………………………………………………………………………ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍及對象 3
第四節 研究流程 5
第二章 文獻探討 6
第一節 服務品質 6
第二節 品牌形象 15
第三節 顧客關係管理 24
第四節 顧客滿意度 26
第五節 各相關構面之互動關係及影響 29
第三章 研究方法 32
第一節 產業概況與特性 32
第二節 研究架構 33
第三節 研究假設 33
第四節 操作性定義與問卷設計 34
第五節 問卷發放與抽樣 38
第六節 資料分析方法 39
第四章 資料分析與結果 41
第一節 敘述性統計分析 41
第二節 因素分析與信度檢定 44
第三節 典型相關分析 46
第四節 迴歸相關分析 48
第五節 差異性分析 53
第五章 結論與建議 54
第一節 研究結果 54
第二節 研究建議 57
第三節 研究限制 60
參考文獻 61
中文部分 61
英文部分 62
附錄 研究問卷 67

一、中文部分
王仲三（2002），「家電門市服務品質之顧客滿意度研究」，義守大學工業工程與管理學系 碩士論文。
李昭男（2002） ， 服務品質及價格對滿意度與忠誠度之影響─以國產車原廠汽車服務廠為例：大葉大學事業經營研究所碩士班 碩士論文。
杉本辰夫（1986），盧淵源譯，事業、營業、服務的品質管制，中興管理顧問公司。
吳統雄（1990），電話調查：理論與方法，第二版，聯經出版社，臺北。
吳欣穎（2000），企業導入顧客關係管理之研究，國立台北大學企業管理研究所 碩士論文。
林義堡（1999），運用資訊科技推動顧客關係管理，電子化企業：經理人報告，第3 期，11 月，頁35-42。
洪順慶（2001），行銷管理，二版，新陸書局。
陳建文、洪嘉蓉（2005），「服務品質、顧客滿意度與忠誠度關係之研究 -以ISP為例」，電子商務研究，第3卷，第2期，頁153-172。
楊錦洲（2002），服務業品質管理，品質學會。
葉秀源（2007），加盟業者品牌忠誠度之研究－ 以不動產仲介經紀業連鎖加盟店為例 國立東華大學管理學院高階經營管理碩士在職專班 碩士論文。
二、英文部分
Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, 1991, NY: The Free Press, Macmillan.
Aaker, D. A. (1996), “Measuring brand equity across products and markets,”California Management Review, Vol. 38, Iss. 3, pp. 102-120.
Anderson, E. W. and Sullivan, M. W. (1994), “The antecedents and consequences of customer satisfaction for firms,” Marketing Science, Vol. 12, pp. 25-43.
Anil, Bhatia (1999). Customer Relationship Management, 1st ed. U.S.A.;Don Hull.
Bell, V. P. (1984), Marketing management: A strategic planning approach, NY: McGraw-Hill book Co.,Blumberg, Donald F. “Improving Productivity in Service Operations on an International Basis.” National Productivity Review 11 (Spring 1991): 167-179.
Biel, L. A. (1992), “How Brand Image drives Brand Equity”, Journal of Advertising Research, 32(6) ,RC6-12.
Brown, T. J., Churchill, G. A. Jr., and Peter, J. P. (1993), “Improving the measurement of service quality,” Journal of Retailing, Vol.69 (Spring), Iss. 1; pp. 127-139.
Cardozo, R. N. “An Experimental Study of Customer. Effort,Expectation and Satisfaction.” Journal of Marketing Research,Vol.2, August, 1965, pp. 244-249.
Churchill, G. A. and C. Surprenant, “An Investigation into theDeterminants of Consumer Satisfaction.” Journal of MarketingResearch, Vol.19, November, 1982, pp.491-504.
Cronin, J., Joseph, Jr., and Taylor, S. A. (1992), “Measuring service quality: A reexamination and extension,” Journal of Marketing, Vol. 56 (July), Iss. 3; pp.55-68.
Crosby, P. B. (1979), Quality is free, New York: McGraw-Hill.
Dobni, D. and G. M Zinkhan, “In Search of Brand Image: A Foundation Analysis,”Advances in Consumer Research 17(1) (Jun. 1990): 110-119
Engel, James F., Roger D. Blackwell, and Paul W. Miniard. Consumer Behavior (Orlando, FL: The Dryden Press, 1993).
Etzel, M. J., Walker, B. J. and Stanton, W. J. (2001), Marketing Management 12th Edition, New York: McGraw. Hill, pp. 290-311.
Farquhar, H. (1989) Managing Brand Eq uity. Marketing Research, Vol.7, 24-33.
Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56(1), pp.6-21.
Gardner, Burleigh B. and Sidney J. Levy (1955), “The Product and the Brand,”Harvard Business Review, (March-April), pp. 33-39.
Garvin, D. A. (1984). What Does “Product Quality” Really Mean? Sloan Management Review, 26, 25-43
Garvin, David A. Managing Quality (New York: The Free Press, 1988).
Gravin, D. A. (1983), “Quality on the line,” Harvard Business Review, Vol. 61 (Sep/Oct), Iss. 5; pp. 65-75.
Gronroos, C. (1982). Internal Marketing—Theory and Practice. In American Marketing Association Services Marketing Conference Proceedings, 41-7.
Gronroos, C. (1984), “A service quality model and its marketing implications,” European Journal of Marketing, Vol. 18, Iss. 4; pp.36-44.
Gronroos, C. (1990), “Relationship approach to marketing in service contexts: The marketing and organizational behavior interface,” Journal of Business Research, Vol. 20 (Jan), Iss. 1; pp. 3-11.
Hemple, D.J.,”Consumer Satisfaction with the Home BuyingProcess: Conceptualization and Measurement,” TheConceptualization of Consumer Satisfaction and Dissatisfaction,H.K. Hunt ed, Cambridge, Mass: Marketing Science Institute,1977, p.7
Hernon, Peter, Nitecki. Danuta A , and Altman, Ellen. 1999,Service Quality and Customer Satisfaction: an assessment and future directions, The Journal of Academic Librarianship,Vol.25,Number1, 9-17
Howard, J. A. & J. N. Sheth (1969), The Theory of Buyer Behavior. New York: John Willey & Sons.
J.J.Juran,Quality Control Handbook ,New York：McGraw-Hill Book Co.1974.,p.58-62
Kalakota, Ravi and Marcia Robinson, E-Business: Roadmap forSuccess, Mass.Addison-Wesley, 1999.
Kang, G. and James, J., Service quality dimensions: an examination of Gronroos's service quality model, Managing Service Quality, 14(4), 2004, p. 277-295.
Kapferer, Jean-Noel. Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity (New York: The Free Press, 1992).
Keller, K. L. “Conceptualizing, measuring, and managing customer based brand 5.Equity,”Journal of Marketing 57 (1) (Jan 1993): 1-22.
Kotler, Philip, Marketing Management：Analysis, Planning, Implementation, and Control,10th ed., New Jersey: Prentice-Hall, 2000.
Kotler, P. (2003), Marketing management, 11th ed., Prentice-Hall Inc.
Lovelock, C. H. (1991), Service Market (2th ed.), New Jerry: Prentice-Hall.
Levitt, T. (1972).Production-Line Approach to Service. Harvard Business Review, 50, 41-52
Lewis, R. R. and B. H. Booms (1983), “The marketing aspects of service quality, in emerging perspectives on services marketing,”L. Berry, G. Shostack, and G. Upah, eds., Chicago:American Marketing, pp.99-107.
Mill, P. K. (1986). Managing Service Industries (2nd ed.). New York: McGraw-Hill.
Newman, J. W., 1957. New Insight, New Progress for Marketing. Harvard Business Review, 35: 5.
Oliver, R. L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions,” Journal of Marketing Research, 17(4), pp. 460-469.
Paivio, Allan. “Mental Imagery in Associative Learning and Memory.” Psychological Review 76, no.3 (1969): 241-288.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985), “A conceptual model of service quality and its implications for future research,” Journal of Marketing, Vol. 49 (Fall), Iss. 4; pp. 41-50.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988), “Servqual: A multiple-item scale for measuring consumer perceptions of service quality,” Journal of Retailing, Vol. 64 (Spring), Iss. 1; pp. 12-40.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1991), “Refinement and reassessment of the SERVQUAL scale,” Journal of Retailing, Vol. 67 (Winter), Iss. 4; pp.420-450.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1991), “Understanding customer expectations of service,” Sloan Management Review, Vol. 32 (Spring), Iss. 3; pp.39-48.
Park, C. W., Jaworski, B. J. and MacInnis, D. J. (1986), “Strategic brand concept-image management” Journal of Marketing, Vol. 50, Iss. 4, pp. 135-145.
Peppers, Don, Martha Roggers, and Bob Dorf.(1999) “Is your company ready for One-to-One marketing ?” Harvard Business Review, 77 (1), 151-160.
Randall, G. (1997). A practical guide to branding. NY: The Free Press.
Reeves, C. A. and Bednar, D. A. (1994), “Defining quality: Alternatives and implications,” The Academy of Management Review, Vol. 19 (July), Iss. 3; pp.419-445.
Roth, M.S. (1995). Effects of global market conditions on brand image customization and brand performance. Journal of Advertising, 24(4), 55-72.
Sasser, W. E., Paul, O. R., and Daryl, W. D. (1978), Management of Service Operation: Text and Cases, Allyn and Bacon Inc.
Singh, J. (1991), “Understanding the Structure of Consumers’ Satisfaction Evaluation of Service Delivery,”Journal of the Academy of Marketing Science,19(3), pp. 223-234.
Shetty, Y. K. and Ross, J. 1985. “Quality and its management in service business.” Industrial Management, 27, no. 6, pp. 7-12.
Tes, O. k. and P. C. wilton, (1988)”Models of consumer satisfaction formation; An extension”, Journal of Marketing, 52(2),1988, pp.204-212.
Whiteley, Richard and Diane Hessan, Customer-Centered Growth: Five Proven Strategies for Building Competitive Advantage, Mass.: Addison-Wesley, 1997.
Zeithaml, V. A. (1988), “Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence,” Journal of Marketing, Vol. 52 (July),Iss. 3; pp. 2-22.
Zeithaml, V. A., Berry, L. L. and Parasuraman A. (1988), “Communication and control processes in the delivery of service quality,” Journal of Marketing, Vol. 52 (Apr), Iss.2; pp. 35-48.
Zins, A.H., Relative attitudes and commitment in customer loyalty models: Some experience in the commercial airline industry, International Journal of Service Industry Management,12(3), 2001, pp. 269-294.