| Summary: | 碩士 === 育達科技大學 === 行銷與流通管理所 === 105 === Abstract
Semiconductor has been seen as an important industry in Taiwan economy development for a long time. With the continuous heavy investment by industry, government and academy, we are gradually standing in the leading position of global semiconductor industry. The IC industry revenue has been grown up significantly in the past years. We only see the impact of subprime mortgage crisis in 2007 and economy recession in 2008 causing global economy slow down and low demand on consumer electronic products.
In Taiwan semiconductor industry, we focus on multiple profession divisions, which is very different from vertical integration in other countries. Due to multiple profession divisions in the semiconductor industry chain, such as IC design, wafer fabrication, wafer probing, IC assembly& IC test, our manufacturing process has the advantages of flexibility, low cost and high efficiency. Though we have the advantages, this industry chain is still at a highly competitive condition. Only the supplier with low price, high quality and good service will overwhelm other competitors.
This research is based on customer position. We take a probe card supplier’s users as target customers and issued 250 copies of questionnaires to 12 customers. copies and valid are 182 copies. The valid questionnaire return rate is 78.11%. This questionnaire is focusing on how service quality affects customer satisfaction and customer’s emphasis& satisfaction level difference on service quality. Research methods are through reliability & validity analysis, descriptive statistics analysis, T Test, One-way ANOVA analysis, correlation analysis and IS- Model analysis.
The research results show that the top 3 items of service quality importance analysis are “Repair cycle time at abnormal issue”, “Professionality of onsite engineer/technician”& “Professionality of customer service engineer”. The last 3 items in the ranking are “Repair price”, “RMA lead time”& “Repair quality”. The analysis results of importance-satisfaction shows that： “New card quality”, “Repair quality”, “RMA quality”, “Repair lead time”, “RMA lead time”, “Probe card life time”, “Frequent waiting repair time”, “Professionality of sales engineer”& “Resolution response time to customer complain” are items at high priority that need to be improved by this target company.
Key Word：Service quality、Customer Satisfaction、Importance-Satisfaction
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