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研究生:施繼昌
研究生(外文):Chi-Chang Shih
論文名稱:顧客導向與滿意度關係之研究-以台灣地區空調技師專業服務業為例
論文名稱(外文):A Study on the Relationships between Customer Orientation and Satisfaction – The Case Study of the Professional Service of HVAC PE in Taiwan
指導教授:耿慶瑞耿慶瑞引用關係
指導教授(外文):Ching-Jui Keng
口試委員:江啟先蔡瑤昇
口試日期:2012-06-21
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理學院經營管理EMBA專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:132
中文關鍵詞:顧客導向關係行銷交易成本代理問題顧客滿意度
外文關鍵詞:customer orientedrelationship marketingagency problemcustomer satisfaction
相關次數:
  • 被引用被引用:9
  • 點閱點閱:258
  • 評分評分:
  • 下載下載:76
  • 收藏至我的研究室書目清單書目收藏:0
台灣地區冷凍空調技師目前多以技術顧問公司執業或個人事務所形式,為企業客戶提供各項住商建築物工業製程中之空調通風新建系統或系統整建、工業低溫冷凍系統之規劃設計、專案監造、統包承攬等專業服務。
雖然冷凍空調專業技師人數,僅佔整體專業服務技師或建築師總人數的小部分,同樣是透過提供顧客更多元的服務,與顧客維繫良好關係在競爭的環境中取得優勢。但在服務傳遞的過程中,如何透過彼此的關係、了解顧客的需求、顧客的期望,進一步化解服務失誤所引發的顧客不滿意,實成一項重要的課題。
本研究藉由專業技術服務業及小型企業之經營策略等方面之文獻進行蒐集及研讀探討,並加上顧客、業者、第三方施工商的問卷、深度訪談方式,探訪顧客導向與相對滿意度關係,過程中力求論證之寬度的可靠性,希望能作為業界內部於關係行銷觀念推廣的參考依據,並對於學術上的相關研究有所貢獻。
結論為透過顧客導向理念與關係行銷確實對顧客滿意度有直接效益,但提供獨特有差異服務或不同服務組合對於顧客滿意度相關聯則不明顯、專業技師可以透過流程控管來降低交易成本,而顧客利用法律與契約約束減少代理問題困擾,則確實可以協助專業技師獲得客戶長期滿意、創造顧客價值。

Although the numbers of professional Refrigeration and Air-Conditioning Engineers are relatively small compare to that of the overall professional services industry or architectures, the business strategies among them possess similarities: by providing various services to and maintaining good relationships with clients. The perception gaps between client and vendor during service rendering can hardly be avoided; therefore, how to close the gap between the two parties by vendor’s enhancing business relationship and understanding clients’ expectation and need has become a key issue.
This research has examined and studied documents related to business strategies of professional services and small businesses and conducted additional sample surveys and in-depth interviews with clients, professional services owners and third-party contractors in order to find the relationship between client-oriented services and customer satisfactions. This research conducted hopes to bring contributions to academic study.
This research finds that professional services through client-oriented and relationship marketing strategies has direct effect to customer satisfaction; however, niche services or various service mixes provided has relatively less influence on customer satisfaction. Precise process control and legal binding agreement is able to help professional technician receive customer satisfaction and create customer value.


摘 要 i
ABSTRACT ii
誌 謝 iv
目 錄 v
表目錄 viii
圖目錄 ix
第一章 導論 1
1.1 研究背景 1
1.2 研究動機及目的 2
1.3 研究流程 4
第二章 文獻探討 6
2.1 顧客導向 6
2.1.1 顧客導向概念的演進 7
2.1.2 顧客導向的定義 9
2.1.3 顧客導向的意義與重要性 12
2.1.4 顧客導向的意涵 13
2.2 關係行銷 14
2.2.1 關係行銷的演進 15
2.2.2 關係行銷的定義 15
2.2.3 關係行銷的意涵 20
2.3 服務組合 22
2.3.1 服務組合概念 22
2.3.2 冷凍空調專業技師服務組合 23
2.4 交易成本 31
2.4.1 交易成本理論 32
2.4.2 交易成本分類 33
2.4.3 產生交易成本的原因 34
2.5 代理問題 36
2.5.1 代理問題定義 37
2.5.2 代理問題存在原因 39
2.5.3 代理問題存在本質 39
2.5.4 專業服務過程之代理問題 39
2.6 顧客滿意度 40
2.6.1 顧客滿意度的定義 41
2.6.2 範疇方面 41
2.6.3 性質方面 42
2.6.4 顧客滿意度衡量方式 45
2.6.5 美國顧客滿意度指標模式架構簡介 49
第三章 研究方法 55
3.1 研究架構 55
3.2 研究工具 57
3.2.1 個案研究法 57
3.2.2 深度訪談法 59
3.3 研究對象 62
3.3.1 研究個案的選取 63
3.4 問卷設計 64
3.4.1 問卷內容分類 64
3.5 變數關聯性評分基準 72
3.6 研究限制 73
第四章 資料分析 75
4.1 冷凍空調產業現況 75
4.1.1 產業範疇 75
4.1.2 市場現況 76
4.1.3 產業分工簡介 77
4.1.4 冷凍空調技師經營項目與特性 80
4.2 個案簡介 83
4.3 訪談結果整理 84
4.3.1 從顧客導向之角度進行訪談內容整理 85
4.3.2 從服務組合之角度進行訪談內容整理 85
4.3.3 從交易成本之角度進行訪談內容整理 86
4.3.4 從代理問題之角度進行訪談內容整理 86
4.3.5 從關係行銷之角度進行訪談內容整理 87
4.3.6 從服務品質之角度進行訪談內容整理 87
4.3.7 從顧客滿意度之角度進行訪談內容整理 88
4.4 個案訪談分析 88
4.4.1 不同群組個案變數關聯分析 88
第五章 結論與建議 94
5.1 結論 94
5.2 建議 95
5.3 後續研究 97
參考文獻 98
附錄 106
附錄A:顧客群問卷 106
附錄B:技師服務提供者問卷 115
附錄C:第三方施工商問卷 124


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