本研究旨在探討半導體設備代理商H公司之服務品質、顧客關係管理、品
牌形象與顧客滿意度關係之研究，並進一步探討在不同的職位、所屬服務的
部門的人員及主要生產產品類別的企業，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企業及廠商作為研究探討對
象，共寄發10家公司及問卷250份，回收10家公司及有效問卷210份，有效回
收率為84.0 %。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」、「保證性」
及「關懷性」與整體顧客關係管理、品牌形象及顧客滿意度構面呈正向相
關的顯著性影響，其中尤其以服務品質之「可靠性」的影響最大，「有形
性」的影響最小。
2. 半導體設備代理商H公司之顧客關係管理及品牌形象構面對顧客
滿意度構面皆有顯著性的正向影響，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，不論是從職位，部門還是公司生產產類
別上，皆與服務品質、顧客關係管理、品牌形象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, customer relationship management, brand image, and customer satisfaction for “H company” of semiconductor equipment 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 10 firms, 250 questionnaires were sent, 210 valid questionnaires were returned from 10 firms, resulting in a valid response rate of 84.0%. 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”, “assurance” and “empathy” had significant and positive effects on customer relationship management, brand image, and customer satisfaction. Moreover, the effect of the “reliability” was the most significant one; on the contrary, the effect of the “tangibles” was the least significant one.
2.The customer satisfaction of “H company” of semiconductor equipment 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 official position, 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, and customer satisfaction.

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