Title: From OEM to brand name enterprise: the transformation of the after-sale service of MiTAC, Inc.
Authors: Min-Jen Tsai
Addresses: Institute of Information Management, National Chiao Tung University, 1001 Ta-Hsueh Road, Hsin-Chu, 300, Taiwan, ROC
Abstract: The personal computer has gradually become a commodity product which yields very slim profits for a long-time Original Equipment Manufacturer (OEM) company like MiTAC. Therefore, it is a challenge to transform its business model in this competitive business era. This paper describes how MiTAC transforms its customer service from a pure OEM company into a brand name enterprise, where the after-sale infrastructure improves the existing legacy system and integrates modern information techniques. We have found that the technical enhancement, the customers| expectation and the corporate strategy have been significantly communicated and leveraged into a sound custom relationship management system.
Keywords: after-sales service; branding; CRM; customer relationship management; OEM; original equipment manufacturer; technical support; business models; customer services; technical enhancement; customer expectation; corporate strategy; business model transformation.
International Journal of Services Technology and Management, 2009 Vol.11 No.4, pp.390 - 410
Published online: 10 Apr 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article