服務品質與機構信任對關係持續性之影響－以通訊商品代理商為例

在台灣，手機產品分為兩個銷售的通路，一個是中華電信、遠傳電信、台灣大哥大這類的系統商，將門號和手機產品綁在一起銷售，另外一個是透過代理商販售手機產品，不過兩個通路銷售的商品一樣，使得經銷商可以經由門號系統商搭配手機門號進貨手機產品，也可以經由代理商進貨手機產品。另外，代理商除了販售手機產品給經銷商之外，代理商自己也扮演著經銷商的角色，變成上下游代理商和經銷商形成同是競爭者又是合作夥伴的關係。有鑑於此，本研究擬探討經銷商代理商所提供之服務品質、機構信任與關係持續性之影響。本研究使用問卷調查法，於北部地區以經銷商為研究對象。研究結果顯示出，服務品質對機構信任和關係持續性具正向顯著影響，經銷商重視代理商所提供的產品售價、產品種類和服務內容，這樣才可以提供更有競爭力的末端售價、最新的手機資訊以及操作方式給予消費者。本研究結果可提供給通訊商品代理商對經銷商之服務內涵參考。

關鍵字

服務品質；機構信任；關係持續性

並列摘要

In Taiwan, cell phone products are sold through two channels, one is through system providers such as Chunghwa Telecom, Far EasTone, and Taiwan Mobile, which bundle their cell phone products with their cell phone numbers, and the other is through agents. In addition, resellers can sell mobile phones through the same channels. In addition, in addition to selling mobile phone products to the distributors, the distributors themselves also play the role of distributors, making the upstream and downstream distributors and distributors form a relationship of both competitors and partners. In view of this, this study intends to investigate the impact of the quality of service, organizational trust, and relationship continuity provided by distributor agents. A questionnaire survey was used to examine the impact of dealership quality, organizational trust, and relationship sustainability in the northern region. The results of the study revealed that service quality has a positive and significant impact on institutional trust and relationship continuity, and that resellers value the price, product range, and service content offered by their resellers in order to provide more competitive end-of-line prices, up-to-date handset information, and operating practices to consumers. The results of this study can be used as a reference for distributors' service content to dealers.