隨著數位應用的不斷推廣，電腦的使用也越來越普及，電腦市場可預期在未來仍有持續成長的機會，然而個人電腦產業已成為高度成熟而且競爭激烈的產業，要能成功面對來自全球的挑戰、經營國際化的個人電腦品牌、有效提升品牌形象，就必須縝密思考整個產品生命週期中所需面對並解決的問題，而產品售後服務在當中扮演相當重要的角色。 售後服務牽涉到幾項關鍵因素－維修零組件備品、維修工程人力、維修價格、服務中心地點等，其中以備品運籌管理的影響最為直接。 本研究以國際知名電腦品牌宏?公司為研究個案，透過訪談個案公司負責備品運籌管理之主管專家以及實際接受服務之顧客問卷資料回饋，藉由所蒐集之資料進行分析，主要研究目的為： （一）、透過訪談瞭解個案公司現行備品運籌管理模式及管理問題。 （二）、透過問卷調查分析顧客期望與認知之落差，以達成顧客滿意之目標。 （三）、探討現行備品運籌管理模式與顧客期望所產生之差距，提出建議改善策略。 本研究以貼近使用者期望之方向、以顧客認同為立足點，透過本研究之研究結果可產生以下貢獻： （一）、訂立服務關鍵績效指標之參考。 （二）、提出服務資訊系統改善之目標。 （三）、提出對現行備品運籌管理模式之建議。 （四）、保固政策之行銷與建議。 藉由服務品質之提昇，減少顧客訴願，以增進顧客滿意度及品牌認同感為目標，在面對市場強力的競爭與淘汰機制中，持續提升競爭力，建立差異化以成為產業的領導者。With the continuous development in digital applications, the use of personal computers is getting more and more popular. We can expect the personal computer market still has the opportunity to grow continuously in the future, abeit slower. Since the personal computer industry has become highly sophisticated and competitive, possible problems in the entire product life cycle must be considered and solved when occurred in order to be able to face the challenges from globalization successfully, and to own an international PC brand while enhancing its image effectively. The after-sales service for the product plays an important role in such an endeavor. The after-sales service involves several key factors, which are spare parts, engineer manpower, price, and service center locations. The spare parts logistic management appears to be most critical. This research is a case study of an internationally renowned computer brand - acer. Through interviews with acer’s managers who are in charge of the spare parts logistic and the questionnaires feedback from the customers who took surveys in one of the acer’s service centers. The main purposes of this research are: 1.to understand the spare parts logistic management models and the related management problems of the company through the interviews; 2.through the questionnaires surveyed to identify the gaps between customers’ expectation and their perceptions of service quality received to find areas for improvement; 3.to recommend the improvement strategies in accordance with the result from the analysis of the gaps between the current spare parts management model and customers’expectations in order to achieve the goal of greater customer satisfaction. This research has the following contributions: 1.Provide a basis for developing better service key performance indicators. 2.Offer directions for information systems improvement. 3.Recommend areas to improve the current spare parts logistics management model. 4.Suggest marketing strategies for the warranty policy.
