隨著科技日新月異，消費型電子產品近幾年也不斷的推陳出新，在競爭激烈的市場上，消費者選購消費型電子產品時，並非單純由價格、功能、或品牌知名度就可決定要購買那些產品。例如蘋果公司的iPhone智慧型手機，自2007年於市場推出後，因為創新、使用者體驗佳、外型設計獨特、品牌價值及話題性…等，旋即造成行動裝置市場的一陣旋風，傳統式行動電話、PDA、Windows phone等原本各據一方的產品，很快的就被蘋果iPhone所淘汰。 各品牌廠商陸續投入資源，並相繼推出各式琳瑯滿目的智慧型手機競爭後，市場很快就接近飽和，消費者有眾多的產品可以選擇，不再單靠產品本體就能擄獲消費者的心。除前述的價格、功能、外觀等基本特色，以及品牌魅力和創新程度外，產品售後服務也是另一個影響消費者決策，及持續吸引消費者對品牌有購買欲望及忠誠度的要素。 品牌企業除須盡力研發及生產出符合消費者需求、甚至超越消費者期盼的優良產品外，更要兼顧售後服務的口碑與品質，以提升消費者滿意度。然而售後服務往往需耗費不少的企業營運成本，如何控管成本並提高用戶的滿意度，逐成為品牌企業需努力達成的重要目標。本研究將以個案公司的智慧型手機產品售後服務為研究對象，以資料包絡分析法進行分析，以探討個案公司如何透過售後服務中心之智慧型手機維修資料，進行售後服務中心績效評比。研究結果顯示，可在20家售後服務中心評比出標竿據點，並能發現到各售後服務中心待改善之項目，以及需要減少投入及增加產出的差額，此結果可供管理者針對效率較差的服務中心加以改善的參考依據，以達成提升售後服務品質與顧客滿意度之目標。;The rapid advancement of technology has changed the way the world operates. Smartphone is constantly being introduced, and creates many key incentives for consumers to purchase smartphones. The gross profit of smartphone is low but the market is relatively competitive. The incentives for consumers to decide which smartphone they’d like to purchase are not only limited to the functions, quality, appearance, or price. Branding image and after-sales service quality are now considered as important factors as well while consumers are making decision of smartphone purchase. However, after-sales service usually requires a lot of costs. For the smartphone vendors, how to control the costs and improve the customer satisfaction will be very important. The results of this study is to use DEA (Data Envelopment Analysis) to construct a main reference index. This study analyzed 20 after-sales service centers of a smartphone vendor as the case study, and selected 5 input and 4 output items as variables. The results of this study provide the operational performance in after-sales service centers of the smartphone vendor. It can measure the relative efficiency of a group of after-sales service centers. And the management can observe many results of the analysis model to not only identify benchmark after-sales service centers, but also can identify improvement strategies for those after-sales service centers that are currently inefficient.
