臺灣博碩士論文加值系統

隨著資訊產業的發達、網際網路的興起、資訊社會的快節奏生活步調、與消費者意識的抬頭，售後服務不再只是被認為是額外的附加行為，產品的價格與功能已經不完全是消費者決定購買產品的主要決定因素，售後的維修服務漸漸成為消費者購買產品時的重要考慮因素。因此，企業間對於產品售後服務所能提供的服務便利性及服務的時效性與服務品質也在逐步的自我要求並成長。
本研究的研究對象是針對台灣電腦經銷商，取樣北、中、南全省各地的電腦經銷商，因此本研究即以各區域經銷商做為樣本的選取，本研究問卷將設計以網頁填寫方式，將網址 http://www.my3q.com/home2/210/t4356z/28192.phtml 發送各區域經銷商填寫，總回收問卷330份，扣除無效問卷2份，有效問卷共328份。而本問卷的受訪對象鎖定經銷商負責人、採購人員、業務、維修等人員，希望藉由他們的回答分析出更準確的資訊與結論。
本研究在實證方面採用 SPSS 統計軟體之複迴歸分析與 LISREL 線性結構模式。本研究經 LISREL 實證，其結果值未達判斷值標準，因此，本研究結論與建議將以 SPSS 複迴歸模式分析效果為主，而 LISREL 線性結構模式路徑分析為輔助參考之依據。
本研究實證結果如下：
一、『維修便利性、維修時效性、維修品質』對『監督成本』降低具正向影響。
二、『維修便利性、維修時效性、維修品質』對『執行契約成本』降低具正向影響。
三、『維修便利性、維修時效性、維修品質、維修價格』對『信任』具部份影響。
四、『維修便利性、維修時效性、維修品質、維修價格』對『滿意度』具部份影響。
五、『監督成本、執行契約成本』降低對『信任、滿意度』具正向影響。
六、『監督成本、執行契約成本』降低及『信任、滿意度』對『顧客忠誠度』具部份影響。
在管理實務意涵上建議，針對通路商應對所有維修服務要素的各構面，建立標準作業流程及檢核點，透過管理機制持續不斷自我稽核，以確認各項維修服務標準作業流程有確實執行。維持良好的維修品質，持續服務經銷商以維繫顧客忠誠度。通路商在行銷活動中，加入維修服務要素會降低交易後監督與執行契約成本時，將可增加經銷客戶購買意願，又可減少赤裸裸的價格競爭，若是行銷人員可以善用維修服務要素搭配促銷活動將可達到事半功倍的效果。

With the advancement of IT industry, emergence of internet, fast movement in information environment and rise of consumer awareness, after-sales service is not only considered as an extra value-added content of product by consumers, but also as an important reference whenever consumers are making purchase decisions. Therefore, the enterprises are improving their services, in terms of convenience, effectiveness and service-quality.
The research context of present study is Taiwan’s IT channel dealers spread out in the whole country. The samples are coming from each part of Taiwan; its geographical area includes Northern, Middle and Southern Taiwan. The questionnaires are posted on the webpage (http://www.my3q.com/home2/210/t4356z/28192.phtml), and then forward to dealers for them to fill up, and the target was to get 328 valid samples. The sample will be targeting the company owners, purchasing managers, sales and service staffs. Present study was expected to have more accurate analysis and results through the data from those dealers.
The data analysis of present study will be based on multiple regression analysis of SPSS software and LISREL. However, the data analysis results from LISREL were not met the judgement level, thus, the conclusion and suggestions will base on the result of multiple regression analysis of SPSS.As for the LISREL, its data analysis result is only for reference.
The data analysis results of present study are as follows:
1.“Repairing convenience, repairing efficiency, repairing quality” have positive effect to “monitoring costs”.
2.“Repairing convenience, repairing efficiency, repairing quality” have positive effect to “enforcement costs”.
3.“Repairing convenience, repairing efficiency, repairing quality, repairing price ” have partial effect to “trust”.
4.“Repairing convenience, repairing efficiency, repairing quality, repairing price ” have positive effect to “satisfaction”.
5.“Monitoring costs, enforcement costs ” have positive effect to “trust, satisfaction”.
6.“Monitoring costs, enforcement costs ” and “trust, satisfaction” have partial effect to “customer loyalty”.
The suggestions to the managerial practices is that the channel distribution companies should build up a standard operation process (SOP) and check point for each key factor of repairing service. Through the self-monitoring process, company can ensure that all the repairing SOP are processed correctly in order to keep qualified repairing quality level and to maintain the loyalty of channel dealers. While channel distributors are executing marketing activities, they should include the factors of repairing service to reduce the cost of monitoring and enforcement. Furthermore, it not only can increase the buying intensions of channel dealers but also reduce the fierce pricing competition. The marketing staffs may apply the repairing service factors into the marketing activities to improve the marketing performance.

目 錄
頁次
第 壹 章 緒論 1
第 一 節 研究背景 1
第 二 節 研究動機 4
第 三 節 研究目的 5
第 四 節 研究流程 6

第 貳 章 文獻探討 7
第 一 節 資訊產業與通路結構 7
第 二 節 行銷通路 13
第 三 節 交易成本理論的探討 18
第 四 節 關係行銷 21
第 五 節 顧客忠誠度 32
第 六 節 維修服務相關文獻 34

第 參 章 研究方法 41
第 一 節 研究架構 41
第 二 節 研究假設 42
第 三 節 變數的操作性定義與衡量 49
第 四 節 抽樣設計 55
第 五 節 統計分析方法 56

第 肆 章 實證分析 59
第 一 節 問卷回收 59
第 二 節 描述性統計分析 62
第 三 節 假設分析 66
第 四 節 LISREL線性結構模式路徑分析76

第 伍 章 結論與建議 81
第 一 節 實證結論 81
第 二 節 管理意涵與建議 83
第 三 節 研究貢獻 85
第 四 節 研究限制 86
第 五 節 未來研究 86

參考文獻 89
附錄一、正式問卷 105


表　目 錄

表2-3-1 交易成本的內涵 21
表2-4-1 關係行銷與交易行銷的差異 23
表2-4-2 關係行銷的定義 25
表3-2-1 研究假設彙總 48
表3-3-1 變數問卷題號表 55
表4-1-1 問卷回收區域比率 59
表4-1-2 問卷回收選擇配合通路商比率 60
表4-1-3 樣本基本資料 60
表4-2-1 構面統計表 62
表4-2-2 相關係數的強度大小與意義 63
表4-2-3 各變數相關分析 63
表4-2-4 各變數的Cronbach α值 64
表4-2-5 各變數的準則效度值 66
表4-3-1 維修服務功能要素對監督成本之迴歸分析表 67
表4-3-2 維修服務功能要素對執行契約成本之迴歸分析表 69
表4-3-3 維修服務功能要素對信任之迴歸分析表 70
表4-3-4 維修服務功能要素對滿意度之迴歸分析表 72
表4-3-5 交易成本理論與關係行銷要素對顧客忠誠度之迴歸分析 73
表4-3-6 假設分析結果總表 75
表4-4-1 LISREL路徑分析各項效果表 78
表4-4-2 LISREL路徑分析驗證結果表 79

圖　目 錄

圖1-4-1 研究流程圖 6
圖2-2-1 台灣電腦資訊通路代理架構圖 17
圖2-4-1 工商業行銷之改變 24
圖2-4-2 Crosby et al.關係品質模型 28
圖2-4-3 Lagace et al.關係品質模式 28
圖2-4-4 Leuthesser之關係品質模式 29
圖2-6-1 顧客服務的項目 38
圖3-1-1 研究架構圖 41
圖4-3-1 迴歸分析關係圖 76
圖4-4-1 路徑分析關係圖 77

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