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Annual International Conference on Innovation and Entrepreneurship (IE 2011) 研討會心得報告

Annual International Conference on Innovation and Entrepreneurship (IE 2011) 研討會心得報告 指導教授：莊立民、劉春初 博士生 ：蔡文甲 2011 年 10 月 27 日. Annual International Conference on Innovation and Entrepreneurship (IE 2011).

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Annual International Conference on Innovation and Entrepreneurship (IE 2011) 研討會心得報告

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  1. Annual International Conference on Innovation and Entrepreneurship(IE 2011) 研討會心得報告 指導教授：莊立民、劉春初 博士生 ：蔡文甲 2011年10月27日

  2. Annual International Conference on Innovation and Entrepreneurship (IE 2011) The Relationship among Flexible Manufacturing Capability, Relationship Marketing and Customer Satisfaction on Customer Loyalty A study of Semiconductor Industry in Taiwan Adviser：Li-Min Chuang Chun-Chu Liu Phd Student：Wen-Chia Tsai 2011/07/26 Singapore

  3. Outline Annual International Conference on Innovation and Entrepreneurship (IE 2011) • Introduction • Literature Review • Research Design • Research Analysisand Results • Conclusions and Suggestions

  4. Introduction Annual International Conference on Innovation and Entrepreneurship (IE 2011) • International Data Corporation (IDC) report forecasts that the Taiwanese semiconductor market will increase at a gradual pace, reaching $2.16 billion by 2012, which is a compound annual growth rate (CAGR) of 1.3%. China, Hong Kong, and the United States account for 33.4%, 24.5%, and 21.2%, respectively, of Taiwan's exports. • Flexible manufacturing capability is the ability of the organization to manage production resource and uncertainty to meet various customer requests (Zhang, Vonderembse, & Lim, 2003) • Flexible manufacturing capability as a core competence of company (Das & Nagendra, 1993; Koste & Malhotra, 1999; Upton, 1995).

  5. Introduction Annual International Conference on Innovation and Entrepreneurship (IE 2011) • The organization’s relationships with its key business partners are now seen as an important part of strategy and competitive advantage (Hibbard, Brunel, Dant & Iacobucci, 2001). • Many scholars indicated that relationship marketing would keep customer’s satisfaction and loyalty to organizations (Assael, 2004; Hennig-Thurau et al., 200; Ndubisi, 2006; Palmatier, Dant, Grewal & Evans, 2006a). • Therefore, an organization owns high flexible manufacturing capability and relationship marketing are willing to provide better services and products to customer.

  6. Introduction Annual International Conference on Innovation and Entrepreneurship (IE 2011) • The main objectives of this study are as follows: • To verify the causal relationship among flexible manufacturing capability, relationship marketing, customer satisfaction and customer loyalty • To examine the mediating effects of customer satisfaction on flexible manufacturing capability and customer loyalty • To investigate the mediating effects of customer satisfaction on relationship marketing and customer loyalty

  7. Literature Review Annual International Conference on Innovation and Entrepreneurship (IE 2011) • According to previous literature review we have the following Hypothesis development . • Hypothesis 1: • Flexible manufacturing capability has positive effect on customer satisfaction.（Zhang, Q., Vonderembse, M. A., & Caoc, M. 2007） • Hypothesis 2: • Flexible manufacturing capability has positive effect on customer loyalty.（Chang, S. C., Yang, C. L., Cheng, H. C., & Sheu, C. 2003） • Hypothesis 3: • Relationship marketing has positive effect on customer satisfaction.(Palmatier et al., 2006a; 2006b; 2007; Hennig-Thurau et al., 2002).

  8. Literature Review Annual International Conference on Innovation and Entrepreneurship (IE 2011) • Hypothesis 4: • Relationship marketing has positive effect on customer loyalty.（Ndubisi, .N O.,2007） • Hypothesis 5: • Customer satisfaction has positive effect on customer loyalty.（Hennig-Thurau, T.,2004） • Hypothesis 6: • The customer satisfaction mediates the relationship between flexible manufacturing capability and customer loyalty .（Dimitriades, 2006） • Hypothesis 7: • The customer satisfaction mediates the relationship between relationship marketing and customer loyalty .（Chaffey et al., 2006）

  9. Research Design Annual International Conference on Innovation and Entrepreneurship (IE 2011) • Based on the literature review, numerous sets of research hypothesis were developed in this study as Figure 1.

  10. Research Design Annual International Conference on Innovation and Entrepreneurship (IE 2011) • The measurement items of this study contain four constructs: flexible manufacturing capability (12 items), relationship marketing (10 items), customer satisfaction (6 items), customer loyalty (8 items) • The sample firms were obtained the top 1000 Taiwanese manufacturers issued by Commonwealth magazine of Taiwan in 2009 to precede an empirical study. • In order to test our hypothesis, we applied SPSS 17.0 and Amos 18.0 statistics analysis software to help us analyze the data. • In the pre-test, factor analysis was mainly focused to find the significance of each variable of the four constructs.

  11. Research Analysisand Results Annual International Conference on Innovation and Entrepreneurship (IE 2011) • A total of 500 survey questionnaires were mailed to the sample firms for the final survey • A total of 265 survey questionnaires were collected • 57 missing data among the 265 questionnaires • 208 of the questionnaires were usable, producing a final response rate of 41.6% • The basic attributes of the respondents, including four major items: Gender；Education；Age, and Seniority. • More than 58% of respondents are female • Over 47% of the respondents are university (include Junior College) • More than 70% of the respondents are 31-40 years old • More than 85% of the respondents work years more than 1 year

  12. Research Analysisand Results Annual International Conference on Innovation and Entrepreneurship (IE 2011) • Seven criterions in this study were used to test the fit of research model. （ Table 1：Overall Model Fit of Research Model）

  13. Research Analysisand Results Annual International Conference on Innovation and Entrepreneurship (IE 2011) • In this study, there are five direct paths in research model. The structural coefficients for the research model were shown in Table 2 and Figure 2 • Most coefficient of the path are significant (p-value less than the 0.001 level) except for the path：Flexible manufacturing capability → customer loyalty (p-value more than the 0.05 level).

  14. Research Analysisand Results Annual International Conference on Innovation and Entrepreneurship (IE 2011) Table 2 Path Results of Research Model

  15. Research Analysisand Results Annual International Conference on Innovation and Entrepreneurship (IE 2011) Figure 2 Path Results of Research Model Note: VF = volume flexibility; MF = mix flexibility; SORM = social RM programs; FRM = financial RM programs; STRM = structural RM programs; CS = customer satisfaction; CL = customer loyalty

  16. Research Analysisand Results Annual International Conference on Innovation and Entrepreneurship (IE 2011) • Total effect is equal to sum of direct and indirect effects. （ Table 3 ） • The effect result of research constructs, has significant effect on customer satisfaction, and indirectly has significant effect on customer loyalty through the mediating effect by customer satisfaction. • Relationship marketing has significant effect on customer satisfaction and customer loyalty, and indirectly has significant effect on customer loyalty through the mediating effect by customer satisfaction.

  17. Research Analysisand Results Annual International Conference on Innovation and Entrepreneurship (IE 2011) Table 3 Effect Results of Research Constructs

  18. Conclusions and Suggestions Annual International Conference on Innovation and Entrepreneurship (IE 2011) • There are managerial implications for managers working at Taiwan semiconductor firms, if they: • (a) build and own better and appropriate flexible manufacturing capability that would, in turn, help in increasing customer satisfaction and customer loyalty . • (b) adopt customer relationship marketing that would help in increasing customer satisfaction and customer loyalty . • (c) put more emphasis on customer satisfaction, that would get more customer loyalty.

  19. REFERENCES Annual International Conference on Innovation and Entrepreneurship (IE 2011) • ﹝1﹞Assael, H., (2004). Consumer behavior: A strategic approach. Boston: Hunghton Mifflin. • ﹝2﹞Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Academy of Marketing Science, 16(1), 76-94. • ﹝3﹞Berry, L. L. (1995). Relationship marketing of service-growing interest, emerging perspectives. Academy of Marketing Science, 23(4), 236-245. • ﹝4﹞Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(4/5), 213-217. • ﹝5﹞Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Jonhston, K. (2006). Internet marketing: Strategy, implementation and practice. Harlow: Person Education. • ﹝6﹞Chang, S. C., Yang, C. L., Cheng, H. C., & Sheu, C. (2003). Manufacturing flexibility and business strategy: An empirical study of small and medium sized firms. International Journal of Production Economics, 83(1), 13-26. • ﹝7﹞Das, S., & Nagendra, P., (1993). Investigations into the Impact of Flexibility on manufacturing performance. International Journal of Production Research, 31 (10), 2337-2354. • ﹝8﹞D’souza, D. E., & Williams, F. P., (2000). Toward a taxonomy of manufacturing flexibility dimensions. Journal of Operations Management, 18(5), 577-593.

  20. REFERENCES Annual International Conference on Innovation and Entrepreneurship (IE 2011) • ﹝9﹞Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations. Management Research News, 29(12), 782-800. • ﹝10﹞Hair, J. F., Anderson, R. E., Tatham, R. L. & Black. W. C., (1998). Multivariate data analysis. New Jersey: Prentice-Hall. • ﹝11﹞Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4 (3), 230-247. • ﹝12﹞Hennig-Thurau, T., (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment and retention. International Journal of Service Industry Management, 15(5), 460-78. • ﹝13﹞Hibbard, J. D., Brunel, F. F., Dant, R. P., & Iacobucci, D. (2001). Does relationship marketing age well?. Business Strategy Review, 12 (4), 29–35. • ﹝14﹞Ndubisi, .N O. (2006). Effect of gender on customer loyalty: A relationship Marketing approach. Marketing Intelligence & Planning, 24(1), 48-61. • ﹝15﹞Ndubisi, .N O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1), 98-106. • ﹝16﹞Palmatier, R. W., Dant, R. P., Grewal, D. & Evans, K. R. (2006a). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153.

  21. REFERENCES Annual International Conference on Innovation and Entrepreneurship (IE 2011) • ﹝17﹞Palmatier, R. W., Gopalakrishna, S., & Houston, M. B (2006b). Returns on business-to-business relationship marketing investments: Strategies for leveraging profits. Marketing Science, 25(5), 477-493. • ﹝18﹞Palmatier, R. W., Scheer, L. K., Houston, M. B. Evans, K. R., & Gopalakrishna, S. (2007). Use of relationship marketing programs in building customer-salesperson and customer-firm relationships: Differential influences on financial outcomes. International Journal of Research in Marketing, 24(3), 210-223. • ﹝19﹞Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgements. Academy of Marketing Science, 28(1), 150-167. • ﹝20﹞Upton, D. M. (1995). What really makes factories flexible?. Harvard Business Review, 73(4), 74-84. • ﹝21﹞Watts, C., Hahn, C., & Sohn, B., (1993). Manufacturing flexibility: Concept and measurement. Operations Management Review, 9(4), 33–44. • ﹝22﹞Wu, W. Y. (2005). Business research methods. Taiwan: Hwa Tai Publishing. • ﹝23﹞Zhang, O., Vonderembse, M. A., & Lim, J. S. (2003). Manufacturing flexibility: Defining and analyzing relationships among competence, capability, and customer satisfaction. Journal of Operations Management, 21(2), 173-191. • ﹝24﹞Zhang, Q., Vonderembse, M. A., & Caoc, M. (2007). Product concept and prototype Flexibility in manufacturing: Implications for customer satisfaction. European Journal of Operational Research.

  22. Annual International Conference on Innovation and Entrepreneurship (IE 2011) • Thanks for Your Attention • e-mail： wenchtsai@gmail.com

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