臺灣博碩士論文加值系統

隨著全球物聯網、工業4.0強調的AI與智慧製造的趨勢潮流及政府「智慧機械」智慧化發展目標所趨，工具機及機械產業對於自動化控制需求增溫，另外，台灣面臨少子化及老年化、
未來勞動人口不足的問題，工業自動化控制就是為了要解決人力不足、人為錯誤及更精準的製程控制以製造出更優良的產品品質。
因此，國內的生產製造產業為了要提升產品的競爭力、追求高品質目標，提高製程自動化控制的程度是目前產業的趨勢，尤其在工業4.0的洪流下，似乎產業轉型、節省人力、
提高智慧製造已經是產業生存及與國際競爭不可不與的策略。
本研究的目的主要在了解品牌知名度、客戶服務品質及客戶導向的銷售模式對企業的採購意願的影響。因此以台灣橫河(股)公司為例，對其主要客戶，
包含現場生產製程相關、製程設計、研發及採購等單位相關人員進行問卷調查，總共回收209份問卷調查，採用SPSS 24統計軟體進行資料分析及假設檢定，結果發現：
1.品牌知名度對企業採購決策意願有正向的顯著影響。
2.客戶服務品質對企業採購決策意願有正向的顯著影響
3.客戶導向銷售模式對企業採購決策意願有正向的顯著影響
因此希望藉由這項研究結果可以了解在這個工業自動控制產業中，企業單位對
於相關產品的採購決策模式或因素，以利日後國內的工業自動控制產品供應商能真正了解客戶的需求、提供可以真正滿足客戶需求及解決客戶問題的產品。

關鍵字：自動控制、工業4.0、品牌知名度、客戶服務品質、客戶導向銷售模式

With the trend of global Internet of Things, Industry 4.0 require AI and smart manufacturing, and the smart development goal of the government's "smart machinery", the machine tool and machinery industry has increased the demand for automation control. In addition, Taiwan faces low-birth rate and aging, and future labor. The problem of insufficient population, industrial automation control is to solve the problem of manpower shortage, human error and more precise process control to create better product quality.
Therefore, in order to improve the competitiveness of products and pursue high-quality targets, the domestic manufacturing industry is increasing the degree of process automation control. This is the current trend of the industry. Especially under the torrent of Industry 4.0, it seems that the industry is transforming, saving manpower and improving smart manufacturing. It is already a strategy for industry survival and international competition.
The purpose of this study is to understand the impact of brand awareness, customer service quality and customer-oriented sales models on the company's willingness to purchase. Therefore, taking Taiwan Yokogawa Co., Ltd. as an example, a questionnaire survey was conducted among its main customers, including on-site production process related, process design, R&D and procurement, and a total of 209 questionnaires were collected. Then using SPSS 24 statistical software to do data analysis and hypothesis testing, the results found:
1. Brand awareness has a positive and significant impact on corporate purchasing willingness.
2. Customer service quality has a positive and significant impact on corporate purchasing intentions
3. Customer-oriented sales model has a positive and significant impact on corporate purchasing willingness.
So hoped that the results of this research can be used to understand the purchasing decision-making mode or factors of the relevant products in the industrial automatic control industry, so that the domestic industrial automatic control product suppliers can truly understand the customer's needs and provide real Products that meet customer needs and solve customer problems.

Keywords: automatic control, industry 4.0, brand awareness, customer service quality, customer-oriented sales model.

中文摘要 III
Abstract IV
表次 VIII
圖次 X

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5

第二章 文獻探討 7
第一節 工業自動化控制產業概述 7
第二節 品牌知名度 11
第三節 客戶服務品質 16
第四節 客戶導向的銷售模式 22
第五節 企業採購決策意願 26
第六節 行業別 30

第三章 研究方法 32
第一節 研究架構 32
第二節 研究假說 33
第三節 研究變數定義及衡量 35
第四節 研究工具 40

第四章 研究結果分析與討論 42
第一節 描述性統計分析 42
第二節 問卷調查信度分析 50
第三節 迴歸分析 53

第五章 結論與建議 57
第一節 結論 57
第二節 建議事項 60
第三節 研究限制 61

參考文獻 62
一、中文部份 62
二、英文部份 64
附錄一 68

表次
表2-1-1 品牌知名度的定義…………………………………………………………12
表2-3-1 服務品質的定義……………………………………………………………17
表2-4-1 客戶導向銷售的定義………………………………………………………23
表2-5-1 企業採購決策意願(購買意願)的定義……………………………………27
表3-3-1 品牌知名度之衡量變數及問項……………………………………………35
表3-3-2 客戶服務品質之衡量變數及問項…………………………………………37
表3-3-3 客戶導向銷售模式之衡量變數及問項……………………………………38
表3-3-4 企業採購決策意願之衡量變數及問項……………………………………39
表3-3-5 行業別之衡量變數及問項…………………………………………………39
表3-4-1 信度高低與Cronbach α係數對照表………………………………………41
表4-1-1 受訪者的背景資料次數分配表……………………………………………43
表4-1-2 品牌知名度描述性統計分析………………………………………………45
表4-1-3 客戶服務品質描述性統計分析……………………………………………46
表4-1-4 客戶導向銷售描述性統計分析……………………………………………47
表4-1-5 採購意願的描述性統計分析………………………………………………47
表4-1-6 行業別在品牌知名度的描述性統計分析…………………………………48
表4-1-7 行業別在客戶服務品質的描述性統計分析………………………………49
表4-1-8 行業別在客戶導向銷售的描述性統計分析………………………………49
表4-2-1 品牌知名度之信度分析表…………………………………………………50
表4-2-2 客戶服務品質之信度分表…………………………………………………51
表4-2-3 客戶導向銷售之信度分表…………………………………………………52
表4-2-4 採購意願之信度分表………………………………………………………52
表4-3-1 品牌知名度與採購意願迴歸分析表………………………………………53
表4-3-2 客戶服務品質與採購意願迴歸分析表……………………………………54
表4-3-3 客戶導向銷售與採購意願迴歸分析表……………………………………55
表4-3-4 研究假說結果整理…………………………………………………………56

圖次
圖1-3-1 研究流程圖…………………………………………………………………6
圖2-1-1 全球智慧工廠市場規模預估………………………………………………9
圖2-2-1 品牌知名度塔………………………………………………………………14
圖2-2-2 品牌知名度知影響來源與構面……………………………………………15
圖2-3-1 服務品質知覺連續帶的說明………………………………………………19
圖2-3-2 期望與認知的服務比較……………………………………………………20
圖3-1-1 研究架構……………………………………………………………………32

一、中文部份
何立邦(2010)，品牌知名度與知覺創新對知覺品質、知覺價格及購買意願之影響-
以I-Phone 手機為例，國立勤益科技大學企業管理系。
江昭皚(2018)，自動控制系統，第十版，東華書局。
林朝源，秦儀庭(2012)，“PZB服務品質模型探討服務品質與顧客滿意度之研究”
大葉大學。
林高志(2016)，品牌形象、購買決策與顧客滿意度之研究：以長源汽車公司為例
虎尾科技大學企業管理系經營管理碩士在職專班學位論文。
林俊智(2008)，服務品質、顧客滿意度與顧客忠誠度之關聯性研究-以威秀影城
為例，逢甲大學經營管理碩士在職專班。
林睿杰(2011)，FSC 認證下綠色行銷、消費者環境態度、環保認知與購買意願關
係之研究。國立高雄大學高階經營管理研究所碩士論文。
林聰哲(2008) ，「中部地區高爾夫球場服務品質、消費者知覺價值、滿意度與行
為意向之研究」，管理實務與理論研究，第二卷第四期，196-214。
克勞斯．施瓦布(Klaus Schwab)(2017)，第四次工業革命，天下文化。
韋康博(2016)，工業4.0 從製造業到製造業，下一波產業革命如何顛覆全世界？商業周刊。
劉耕睿(2015)，智慧工廠工業未來大趨勢，工商時報。
杉本辰夫(1986)，事務、經營、服務品質管制（盧淵源譯）。
許郁貞(2010)，手機產品特性對顧客滿意度及再購買意願的影響，大同大學事業
經營學系所碩士學位論文。
郭介仁(2006)，服務品質,顧客滿意度與再購意願之關聯性研究－以豐田汽車中區經銷商為例，逢甲大學經營管理碩士在職專班。
施振榮(2010)，品牌，笑一個 (施振榮給不同企業的品牌策略)，天下財經。
曾音綺(2015) ，「工業 4.0 時代：自動化、智慧化、系統虛實化，就是要智慧製
造！」，資通電子報。
謝明玲(2014)，統一企業品牌管理，養出金牛，天下雜誌第558 期。


二、英文部份
Allie Decker(2018). The Ultimate Guide to Brand Awareness，HUBSPOT
Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name,
The Free Press, New York, NY.
Aaker, D.A. (1996). “Measuring brand equity across products and markets”, California
Management Review, Vol. 38 No. 3, pp. 102-120.
Assael, H. (2004). Consumer Behaviour. A Strategic Approach, Houghton Mifflin Company, New York, 11- 25.
Assael, H. (1995). Consumer Behavior and Marketing Action. Cincinnati, Ohio:
South-Western College Publishing.
Blake, R. R. and J. S. Mouton (1970). The Grid for Sales Excellence. New York:
McGraw-Hill Book Company.
Buell, V. P. (1984). Marketing Management: A Strategic Planning Approach. NY:
McGraw-Hill Book Co.
Blackwell, E(2008). Consumer Behaviour. Financial Times. 978.
Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N. (1995) Brand Equity, Brand Preference,
and Purchase Intent.
Crosby, Philip B. (1979). “Quality Is Free,”, McGraw-Hill, New York.
Churchill, G. A., Jr. and C. Surprenant, (1982). “An Investigation Into the Determinants of Customer Satisfaction”, Journal of Marketing Research, 19 (November), 1982, pp.491-504.
Cynthia, A.(1996). “Customer contributions to quality: A different view
of the customer-orientated firm. ” Academy of Management Review 21(3),pp.791-
824.
Donavan, D. T., Brown, T. J., & Mowen, J. C. (2004). Internal benefits of service
workercustomer orientation: Job satisfaction, commitment, and organizational
citizenship behaviors. Journal of Marketing, 68(1), 128-146.
Dubinsky & william A. Staples,(1981). “Are Industrial Salespeople Buyer Oriented,”
Journal of Purchasing and Material Management, 17(Fall): 12-19.
Dunlap, B. J., Michael Doston, & Terry M. Chambers, (1988). “Perceptions of Real
Estate Brokers and Buyers: A Sales Orientation, Customer Orientation Approach,”
Journal of Business Research, 17: 175-187.
Etzel M.J., Walker, B.J., Stanton, W.J. and Pandit A. (2010). Marketing, New Delhi, Tata
McGraw Hill.
England, W. B. and M. R. Leenders(1975). Purchasing and Material Management,
Homewood, lllinois, USA, Richard D. Irwin, Inc.,
Engel, J., Blackwell, R. & Miniard, P. (1995). Consumer Behavior, (8th ed.), Chicago:
The Dryden Press.
Fishbein, M., & Ajzen, I.(1975). Belief, Attitude, Intention, and Behavior: An
Introduction to Theory and Research.
Gronroos(1982). “An applied service marketing theory,” European journal of marketing ,Vol.16, No.7,pp.30-41.
Garvin, D. A. (1984). “What Does Product Quality Really Mean?,” Sloan Management
Review, Vol.26, No.1, pp.25-43.
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference.
11.0 update (4th ed.). Boston: Allyn & Bacon.
Hoyer,W.D. and Brown, S.P.(1990). “Effects of brand awareness on choice for a
common, repeat-purchase product, ” Journal of Consumer Research, Vol.17, No.2,
pp.141-148.
Hawkins, D. I., Best, R. D., & Coney, K A. (2001). Consumer Behavior: Building
Marketing Strategy. Eighth Edition. Boston, Irwin McGraw-HilI.
Heskett, J.L., Jones, T.O., Loveman, G.W., et al. (1994). Putting the Service-Profit Chain
to Work. Harvard Business Review, 72, 164-170.
Jackson, B.B. (1985). Winning and Keeping Industrial Customers, Lexington, MA:
Lexington Books.
Juran, J.M. (1974). A Universal Approach to Managing for Quality. Quality Progress,
pp.19-24.
Keller, K.L.(1993). “Conceptualizing, measuring, managing customer-based brand, ”
Journal of Marketing, Vol.57, No.1, pp. 1-23.
Kevin Lane Keller(1998). Strategic Brand Management: Building, Measuring, and
Managing Brand Equity.
Klaus Schwab(2016). The Fourth Industrial Revolution.
Kurtz, D.L., H.R. Dodge, and J.E. Klompmaker(1976). Professional Selling, Dallas：
Business Publicans Inc.
Kotler, Philip(1996). Marketing management---analysis, planning, implementation, and
control, 9th ed. N. J.:Prentice Hall International.
Lassar, W., Mittal, B. and Sharma, A., (1995). “Measuring Customer-Based Brand
Equity”, Journal of Customer Marketing, Vol. 12(4), 1995, pp. 11-19.
Leenders, M. R., Fearon, H. E. and England(1989). W. B., Purchasing and Material
Management, Richard Irwin, Boston,.
Macdonald, E. and Sharp, B. (2003). “Management perceptions of the importance of
brand awareness as an indication of advertising effectiveness”, Marketing Bulletin,
Vol. 14 No. 2, pp. 1-11.
Noble, C. H., R. K. Sinha, and A. Kumar (2002). “Market Orientation and Alternative
Strategic Orientations:A Longitudinal Assessment of Performance Implications.”
Journal of Marketing, 66, No.4, pp.25-39.
Narvar, J. C. and Slater, S. F., (1990). “The Effect of a Market Orientation on
Business Profitability”, Journal of Marketing, Vol. 54, No. 4, pp.20-35.
Parasuraman, A., Valerie A. Zeithaml and Leonard L. Berry, “A Conceptual Model of
Service Quality and Its Implications for Future Research”, Journal of Marketing, 49
(Fall), 1985, pp.41-50.
Phillip K. Hellier, Gus M. Geursen, Rodney A. Carr, John A. Rickard, (2003) “ Customer
repurchase intention: A general structural equation model , European Journal of
Marketing”, Vol. 37 Issue: 11/12, pp.1762-1800.
Rindfleisch, A., & Moorman, C. (2003). Interfirm cooperation and customer orientation.
Journal of Marketing Research, 40(4), 421-436.
Paul Rogers , Marcia Blenko(2012), 哈佛商業評論2012年2月號
Who Has the D?: How Clear Decision Roles Enhance Organizational Performance.
Randall, G.(1997), Do your Own Market Research: London: Kogan Page.
Shimp, T.A. and Bearden, W.O.(1982), “Warrant and other extrinsic cue effect on
consumer risk perception, ” Journal of Consumer Research, Vol. 9, pp. 38-46.
Saxes, Robert and Barton A. Weitz (1982). “The SOCO Scale：A Measure of The
Customer Orientation of Salespeople,” Journal of
MarketingResearch,1982(August),pp. 343-351
Stanton, WJ.,Etzel, M.J. and Walker, B.J. (1994). Fundamentals of Marketing, Singapore,
McGraw-Hill Book Co.
Schiffman, L. G. and Kanuk, L.L.(2000). Consumer Behavior(7th). N. J: Prentice Hall.
Theoharakis, V., & Hooley, G. (2008). Customer orientation and innovativeness:
Differing roles in New and Old Europe. International Journal of Research in
Marketing, 25(1),69-79.
Webster, F.E. Jr and Wind, Y. (1972). A General Model for Understanding
Organizational Buying Behavior. Journal of Marketing, 36(2), 12-19.
Webster, F.E. Jr and Wind, Y. (1992). The Changing Role of Marketing in the
Corporation. Journal of Marketing, 1-17.
Zeithaml, V.A.(1988). Consumer Perceptions of Price, Quality, and Value: A Means-End
Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
Zikmund W.G. and d’Amico M. (1993). Marketing, St. Paul, West Publishing Company.