工業用感測器之客戶滿意度與品牌忠誠度初探

A Preliminary Study on Customer Satisfaction and Brand Loyalty of Industrial Sensors

隨著人工智慧及工業4.0的潮流，生產自動化是趨勢，而自動化中必須的元件就是工業感測器，擔任著機器的眼睛的角色，也可稱作電眼。在競爭激烈的市場中，有日歐系、也有國產品牌，客戶在選擇品牌時最看重因素和想替換掉產品時看重的是什麼因素，經調查一個小原因就能讓客戶轉換品牌，但也有發生重大損失但還是不願意更換品牌的案例，本研究聚焦了解影響客戶對品牌的忠誠度因素，目的除了能深入了解客戶需求外，更重要的是能了解品牌忠誠度的重要因素精準服務客戶。本研究以產品三層測知理論為基礎，進行了解影響客戶對工業用感測器的品牌忠誠度的最主要因素為何，以問卷調查法分析客戶對核心產品、有形產品、延伸產品的客戶滿意度，進行統計分析，提出結論。

As the topic of AI and Industry 4.0 is getting hotter these days, industry automation is the trend. Sensor is playing an important role in automation, behind the eyes of the machine, so it is also called as the electric eyes in elder generation. There are many brands from different countries in the competitive market of industrial sensor, we would like to what is the most important factor for customer to choose sensor brands, and what is the main factor to make brand transition. In some cases, customer did not change the brand even there were some damage caused by the products. So we can know that brand loyalty is a very important topic, who knows the customer well that can keep the customer. The purpose of the research is to find out what is the key factor that influence customers’brand loyalty from the view of product three level, core product, actual product and augmented product. With survey method, send questionnaire to customers of industrial sensor to have the information and do the analysis.