臺灣博碩士論文加值系統

資訊服務業之價值並非僅止於「軟體」上，基本上它應是種「服務」，透過資訊服務的提供，以滿足企業資訊化或是個人資訊產品上的需求為目的，進而創造更高的價值與效益。資訊服務業者要抓住顧客的心以及創造顧客的忠誠度，只依靠卓越的研發能力與創新能力是不足的。因此，許多業者也紛紛注意到顧客關係的重要。
自80年代以降，服務業行銷成為行銷發展的重要領域，關係行銷(relationship marketing)興起隨即成為熱門話題。而關係品質是指運用關係行銷的方法，與顧客建立良好的關係，以降低顧客對交易的不確定性（Fletcher et al.，2000）。此外，過去對服務業行銷的研究多著重在以「評估」（evaluative）的角度來探討顧客與服務提供者之間的互動，而相對忽略了以加強長期關係的「關係」（relational）角度來探討兩者之間的互動關係（Shamdasani & Balakrishhan，2000）。因此，本研究為能對資訊服務業之關係行銷的運用情形有更進一步的瞭解，嘗試以Crosby et al. (1990)所提出之關係品質模式的觀念，由服務提供者特性（service provider characteristics）的角度來探討資訊服務業關係品質的相關因素，再根據Jap & Ganesan（2000）所提出的關係發展歷程（relationship phase）作為干擾變項，探討服務提供者特性與關係品質之關係是否會隨企業與顧客之間關係發展歷程不同而有所差異。
為驗證研究假設，本研究以接觸過資訊服務業服務的企業人士為受訪對象進行問卷調查，並以實證資料進行統計分析。主要研究結果如下：
一、確立服務提供者特性對關係品質之影響
二、干擾效果－關係發展歷程之影響：不同服務提供者特性對關係品質之
影響，是會隨著關係發展歷程的不同，而有顯著的差異存在。
三、關係發展歷程關係前期與關係後期之差異：在關係前期時，關懷性與
一致性對彼此間之信任與滿意感影響程度最高。而處在關係後期時，
關懷性與客製化對發展關係品質之重要性最高。

In the past decade, new thinking about the buyer-seller relationships is so evident that some researchers have asserted that relationship marketing is a new marketing paradigm. The relationship marketing is an integrated effort to identify, maintain, and build up a network with individual consumers and to continuously strengthen the network for the mutual benefit of both sides, through interactive, individualized and value-added contacts over a long periods of time. And relationship quality is a higher-order construct consisting of a variety of positive relationship outcomes that mirror the overall strength of a relationship and the degree to which it meets the parities’ needs and expectations.
The study adopts a relationship perspective to examine and better understand service representative characteristics with information service firms have an impact on relationship quality, that is trust and satisfaction. Besides, it is worth exploring the moderating effects with relationship phase upon this relationship.
In order to examine the above relationships, we conducted a business-to-business context, based on respondents of the business customers of information service provider in Taiwan. Our results demonstrate how information service representatives and firms can work toward the establishment of trust and satisfaction with their clients under varying relationship phase.

第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 5
第三節 研究步驟 5
第二章 文獻探討 7
第一節 服務提供者特性 7
第二節 關係品質 11
第三節 關係發展歷程 17
第三章 研究設計與方法 22
第一節 研究架構 22
第二節 研究變數之定義與衡量 24
第三節 研究假設 30
第四節 資料分析方法 35
第五節 抽樣與問卷設計 37
第四章 研究結果 39
第一節 樣本基本資料分析 39
第二節 信度與效度分析 42
第三節 敘述性統計分析 49
第四節 研究假說之驗證 50
第五章 結論與建議 55
第一節 研究結論 55
第二節 研究貢獻 57
第三節 後續研究建議 59
參考文獻 61
附錄：研究問卷 70
圖 目 錄
圖1-1 本研究之流程圖 6
圖2-1 Crosby，Evans & Cowles之關係品質模式 12
圖3-1 本研究之觀念性架構 23
表 目 錄
表2-1 關係發展五階段 19
表3-1 服務提供者特性之衡量問項 25
表3-2 關係品質之衡量問項 27
表3-3 關係發展歷程之衡量問項 29
表4-1 樣本分配表 40
表4-2 實體問卷與網路問卷之T-test檢定 41
表4-3 KMO取樣適當性及Bartlett球形檢定 43
表4-4 自變數第一次因素分析表 45
表4-5 自變數第二次因素分析表 46
表4-6 自變數第三次因素分析表 47
表4-7配適度指標之評鑑標準及結果 48
表4-8平均變異萃取 48
表4-9 各衡量問項之敘述統計 49
表4-10共線性分析 50
表4-11服務提供者特性與關係品質之迴歸分析結果 51
表4-12人員導向、工作導向與關係品質之迴歸分析結果 52
表4-13干擾效果下的標準迴歸係數整理 53
表5-1研究結論之整理 56

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