臺灣博碩士論文加值系統

隨著資訊科技的進步，多數企業將資訊管理視為提昇競爭力的關鍵因素，並且致力於改造自己成為一個學習型的組織以因應知識經濟時代的來臨。在集中資源於其『核心能力』及專業分工的趨勢之下，企業為了學習最新的資訊科技以及加強員工資訊素養，將資訊課程外包給專業的資訊教育機構或電腦業者，已是普遍的現象。
本研究以資訊教育業為研究對象，針對現今各產業界與學術界熱門的議題，即關係行銷、服務品質以及關係品質之關聯性加以探討；其中，關係行銷以財務性、社會性、結構性三個構面來衡量；服務品質構面包含互動品質、實體環境品質以及結果品質；而關係品質則概括了滿意、信任以及承諾三個構面。研究發現如下：
1.關係行銷之社會性以及結構性結合方式對於服務品質與關係品質各個構面皆達顯著正相關。顯示業者對於社會性與結構性結合的行銷方式有較多的作為時，將有助於提升企業顧客對於整體服務品質的知覺，且促使滿意與信任程度的增加，同時獲得持續往來的承諾。
2.在服務品質與關係品質方面，主要影響滿意與信任的是結果品質以及服務環境品質構面，顯示業者對於周圍環境有良好的設計以及有效的助長企業顧客員工資訊素養的提升，較能得到好的滿意與較高的信任；而服務環境品質以及互動品質對於承諾構面有較大解釋力，表示業者應多與企業顧客增加互動並設計良好的氛圍環境，才能得到企業顧客持續交易的承諾意向。
3.整體而言，關係行銷與服務品質有顯著的關聯性；關係結合方式雖然對於關係質並無直接顯著影響，但是透過企業顧客對於服務品質的感受後，間接的影響了關係品質；而服務品質與關係品質則是呈現了顯著的正相關。可見資訊教育業者除了必須著重行銷的各種方式之外，對於整體的服務品質亦不容忽視。

With information technology advancing and knowledge economy approaching, most enterprises treat information management as a critical ingredient in promoting their competitiveness and transforming themselves to learning organizations. In the trend of concentrating resources on ‘core competency’ and ‘specialization,’ it has become popular that enterprises outsource their information-related training programs to professional information education agencies or computer vendors in order for the employees to learn state-of-the-art information technology to enhance their information literacy.
The research, taking the information education industry as the objects, explores the relationships among ‘relationship marketing,’ ‘service quality,’ and ‘relationship quality.’ Three levels of relationship marketing, namely, financial, social, and structural bonds; three dimensions of service quality, namely, interactive, service environment, and outcome quality; and three aspects of relationship quality, namely, satisfaction, trust, and commitment, are measured and analyzed with structured equation modeling technique. The results are as follows.
1.The social and structural bonds of relationship marketing are positively correlated with all dimensions of both service quality and relationship quality. It indicates that more actions taken by the training providers to promote social and structural bonds will result in higher service quality consciousness, satisfaction, and trust of the customers, and obtain long-term commitment.
2.The outcome and the service environment are two major dimensions of service quality that influence the satisfaction and trust of relationship quality. It implies that good learning environment designs and effective promotion of customers’ information literacy can result in higher customer satisfaction and trust.
3.Better environment quality and interaction quality contribute to higher commitment. It indicates that the service providers who design a good learning atmosphere and increase the interactions with their enterprise customers can obtain continual customer commitments.
4.Relationship marketing and service quality are highly correlated as a whole. Although level of relationship does not directly influence relationship quality, the influence can be carried over through enterprise customers’ feelings of service quality. Service quality and relationship quality are also positively correlated. It indicates that information education providers should emphasize on both marketing and overall service quality.

第一章 緒論 1
第二節 研究目的與問題 2
第三節 研究流程 3
第四節 研究範圍 4
第五節 研究貢獻 4
第二章 文獻探討 6
第一節 企業顧客 6
第二節 關係行銷 9
第三節 服務品質 13
第四節 關係品質 18
第五節 關係行銷、服務品質以及關係品質之關聯性 22
第六節 資訊教育業 25
第七節 企業資訊教育 28
第三章 研究方法 31
第一節 研究架構 31
第二節 研究變數的定義與衡量 32
第三節 研究假說 42
第四節 問卷調查 44
第四章 資料分析 47
第一節 資料分析 47
第二節 問卷回收 49
第三節 人口統計資料分析 49
第四節 信度、效度檢測 54
第五節 假說檢定 62
第六節 相關係數與模型徑路分析 63
第七節 平均數之T檢定與變異數分析 72
第八節 研究假設的實證結果 74
第九節 研究模式之驗證 75
第五章 結論與建議 78
第一節 研究結論 78
第二節 研究建議 80
第三節 研究限制 82
第四節 未來研究方向 83
參考文獻 84
附錄A(問卷調查表) 91
附錄B(關係行銷第一次因素分析) 97
附錄C(服務品質第一次因素分析) 98
附錄D(培訓總時數在各變項之多重比較SCHEFFE法彙整) 99

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