| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 100 === This study focuses on the correlation between the service quality, brand image and customer satisfaction of company E, an agent of optoelectronic materials and devices and further explores the difference between the dimensions of different industrial types, scales, capitals, company departments and positions.
This study distributed 102 questionnaires to the employees of the case company, and returned 94 samples, with 87 (85.29% of the total) valid ones and 7 (6.86% of the total) invalid ones. The collected data were then analyzed by the SPSS software to obtain the following empirical conclusions:
1.The service quality shows significantly positive influence on the brand image and customer satisfaction. Especially for company E, the guarantee and response of service quality shows the greatest influence on the customer cognition.
2.The departments of company E, especially for the procurement department, show relatively lower cognitive assessment towards the service quality, brand image and customer satisfaction, which can be demonstrated by the price orientation of the business characteristics.
3.The variable analysis of different industrial types doesn’t show any tendency. However, it can be found from the difference between the variables of company scale and capital sum that the company with small scale and small capital sum shows higher cognition on the service quality, brand image and customer satisfaction than the larger company. Moreover, as for the variable difference of position, on the whole, the positions other than management level shows higher cognition level than the positions of management level.
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