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研究生:陳建安
研究生(外文):Jojo Chen
論文名稱:探討客戶服務中心特性與知覺服務創新對轉換意圖之研究-以台灣電腦資訊通路商為例
論文名稱(外文):The Study of Relationship between Characteristics of Customer Service Center and Perceived Service Innovation on Converting Intention–The Case of Sales Marketing of Information Technology in Taiwan
指導教授:徐暄淯徐暄淯引用關係
指導教授(外文):Hsuan-Yu Hsu
口試委員:徐暄淯
口試委員(外文):Hsuan-Yu Hsu
口試日期:2015-07-27
學位類別:碩士
校院名稱:大同大學
系所名稱:資訊經營學系(所)
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:78
中文關鍵詞:服務品質知覺服務創新客戶服務中心轉換意圖
外文關鍵詞:Service QualityPerceived Service InnovationCustomer Service CenterConverting Intention
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隨著顧客關係管理(Customer Relationship Management, CRM)的觀念越來越被重視。產品的品質與創新對企業的策略已不再佔有絕對的優勢。顧客對企業的忠誠度也開始取決於企業所能提供的服務。本研究主要目的是在探討電腦資訊通路商與其經銷商(零售商)間的合作關係,是否會因電腦資訊通路商的客戶服務中心對經銷商所提供的各種服務功能,讓經銷商感受到其服務創新,再藉由其服務品質的調節而降低經銷商的轉換意圖。透過問卷調查搜集資料實證,以期提供企業日後對於客戶服務中心之服務創新政策決定做為參考的依據。
本研究採用問卷調查法,共回收有效問卷330份。統計分析結果實證,客戶服務中心功能對知覺服務創新有正向顯著影響;知覺服務創新對轉換意圖有負向顯著影響;知覺服務創新,以及服務品質之調節作用皆對「轉換意圖」有負向顯著影響。最後本研究針對研究結果,提出管理意涵與實務建議。
As the concept of Customer Relationship Management (CRM) is getting more and more concerned, pursuing for higher quality and more innovative products is no longer the first priority when a corporate is seeking for his future. The loyalty of customers to a corporate is now more depending on what better and effective services corporate can provide. The purpose of this study is to explore if the cooperate relationship between Taiwan’s IT channel dealers and his dealers may be improved through all sorts of services that the customer service center of the channel dealers can provide. And the dealers will sense the different and special services. By adjusting the service quality to meet each dealer's need, the intention of switching to different channel dealers will be reduced. Using questionnaire, collect effective data and analysize them to come to some conclusions, hopefully it can provide valuable references for corporates when they have to make decisions of how the service innovation of their customer service center will be.
A survey was employed, the final sample consisted of 330 usable cases. The purpose of this study was to investigate the effects of functional service quality on customer perceived value and in the Sales Marketing of Information Technology in Taiwan services call center. The results indicated that,(1)the efficiency functional quality of call center was positively related to perceived service innovation.(2)the customi zation functional quality of call center was positively related to perceived service innovation.(3)the news functional quality of call center was positively related to perceived service innovation.(4)the perceived service innovation was negative related to converting intention. Finally, discussion and implications are provided based on the research findings.
目 次
誌謝 i
中文摘要 ii
ABSTRACT iii
目次 iv
表次 v
圖次 vi
第一章 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 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 客戶服務中心 8
第二節 知覺服務創新 13
第三節 轉換意圖 17
第四節 服務品質 25
第三章 研究方法 28
第一節 研究架構及假設 28
第二節 研究設計與變數定義 32
第三節 抽樣設計 36
第四節 統計分析方法 41
第四章 實證分析 43
第一節 描述性統計分析 43
第二節 測量信效度分析 50
第三節 迴歸分析 57
第五章 結論與建議 61
第一節 研究結論 61
第二節 研究貢獻 64
第三節 管理意涵與實務建議 65
第四節 研究限制 66
第五節 未來研究方向 66
參考文獻 67
中文 67
英文 69
附錄一:問卷 75
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