B2B商業模式中之品牌客戶滿意與製造商創新競爭能力之關係性研究-以台灣OEM/ODM製造業

Abstract

消費市場(B2C)之企業所提供給終端消費者之產品與服務品質、便利舒適的環境、與行銷活動所建立消費者對品牌的知覺與關係建立等等作為，對消費客戶的滿意度提升，因此願意推薦、再購與對品牌或企業產生忠誠度。在B2B的商業模式中，品牌客戶與B2C終端消費者的滿意度來源有哪些異同? 是本研究所要去發掘的。並期望本研究之結果，能進一步建議ODM/OEM的台灣中小企業應該建立的創新能力，如此一來，才可以提高品牌客戶對企業的滿意度與建立長期的夥伴關係。 Enterprise who provided products, services, convenient environment, marketing activity in consumer market (Business to Consumer, B2C) is to build brand awareness and closer relationship between corporation and end customer. By increasing the satisfaction of consumers to get recommended, also consumer repurchasing rate will help enterprise to enhance their brand awareness and loyalty. In B2C business model there has been constant research and discussion in various industries during the past decade.