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研究生:張馨文
研究生(外文):Hsin-Wen Chang
論文名稱:製造業服務化之關係行銷研究
論文名稱(外文):The Servitization of Manufacturing: Relationship Marketing Research
指導教授:葉凱莉葉凱莉引用關係
指導教授(外文):Kaili Yieh
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:65
中文關鍵詞:服務化關係品質忠誠度合作
外文關鍵詞:ServitizationRelationship qualityCooperationLoyalty
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金融風暴之後隨著國際化、新興國家崛起及全球經濟整合趨勢,長期以來專注於技術領域之代工營運模式也隨之受到威脅。因此服務化(Servitization)已形成近年趨勢,透過服務化可推動我國製造業者由需求端思考跨領域整合創新服務模式往顧客端去提供高利潤性的服務,不僅增加其競爭優勢,更可將服務與產品結合,提供更高價值的解決方案。
過去服務化相關文獻中,多以服務化的定義、原因、組織創新方式及策略面應用為主,且以質化方式探討服務化對製造業者之影響,透過關係行銷模型並將服務化作為干擾變數進行之研究甚少。因此本研究將以量化方式進行分析,並探討服務化在關係行銷模型之干擾作用。
本研究之實證結果顯示(一)關係品質對合作具有顯著正向影響(二)合作對忠誠度具有正向顯著影響(三)服務化在關係品質對合作的影響中具有負向干擾效果。

Taiwan's manufacturing industry is the backstage driving force of Taiwan’s economy. It has focused on the technology, and has founded a competitive industrial base. Most of them are original equipment manufacturer (OEM), however, after the financial crisis, the OEM business model has been threatened by the internationalization, the rise of emerging countries and the global trend of economic integration. Therefore, servitization has formed a new trend in recent years. The manufacturing industry can move from the demand side to the integrated service side by servitization. Servitization not only can improve the competitive advantage but also can combine the services and products with a higher-value e totally solution.
Following the past servitization studies, most of them discuss the definition of servitization, the causes of servitizaion, the organization innovation and the applications of strategic aspect. The majority of research method is qualitative research, in order to discuss the impact of servitization, however seldom of them set the servitization as a moderator in relationship marketing model. This study uses the quantitative research method, and sets servitization as the moderator variable discuss the moderator effect in the relationship marketing model.
The results of this study were found: (1) the relationship quality has significantly positive effect on cooperation (2) cooperation has positive has significantly positive effect on loyalty (3)servitization was moderated the relationship quality on cooperation.

目錄 I
圖目錄 II
表目錄 III
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 製造業服務化 4
第二節 關係行銷 19
第三節 關係品質 22
第四節 合作 23
第五節 忠誠度 24
第六節 研究變數間之關聯性 26
第七節 服務化之干擾效果 27
第三章 研究方法 28
第一節 研究架構與假說 28
第二節 研究範圍與對象 29
第三節 變數衡量 31
第四節 問卷設計 32
第五節 統計分析與方法 38
第四章 資料分析 39
第一節 樣本敘述性統計分析 39
第二節 信度分析 42
第三節 相關分析 43
第四節 迴歸分析 44
第五節 假設實證結果 47
第五章 結論與建議 48
第一節 研究結論 48
第二節 管理意涵 50
第三節 研究限制 52
第四節 後續研究建議 53
附錄一:前測問卷 60
附錄二:正式問卷 63

圖目錄
圖2.1 全球製造業服務化的國家比例圖 7
圖2.2 各國之製造業、服務業及服務型製造業比率圖 8
圖2.3 2.5級產業概念圖 13
圖2.4 服務藍圖流程圖 15
圖2.5 關係品質模式 20
圖2.6 承諾-信任理論模式 21
圖3.1 本研究架構圖 28

表目錄
表2.1 服務化之定義 6
表2.2 製造商所提供之服務種類 9
表2.3 服務化之發展模式 12
表2.4 台灣製造業服務化發展類型 16
表2.5 個案分析服務化之方式 18
表2.6 交易行銷與關係行銷之差異 20
表3.1 變數之操作型定義 31
表3.2 服務化之衡量 32
表3.3 關係品質之衡量 33
表3.4 合作之衡量 34
表3.5 忠誠度之衡量 35
表3.6 受訪者個人及公司背景資料變項 36
表3.7前測問卷之信度分析 37
表4.1 樣本結構表 40
表4.2 樣本之公司規模 41
表4.3 受訪者主要合作供應商時間 41
表4.4 研究變數之信度分析 42
表4.5 各構面之相關分析 43
表4.6 服務化干擾效果之迴歸分析 45
表4.7 忠誠度之迴歸分析 46
表4.8 研究假設驗證結果 47

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