外文圖書供應商之服務品質對再購買意願影響

A Study of Foreign Book Seller's Service Quality to Customer Repurchase Intention

劉宜硯(Yi-Yen Liu)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6840/cycu200800092

摘要

根據行政院圖書出版產業調查研究報告指出，語言學習類書籍是該產業出版數量最多的類別，其中又以考試用書的營收最高，台灣是補習文化盛行的社會，語言學習類教材大多數是補習班業者購買，但過去學術界對圖書出版業的探討大多著重於書籍供應商與消費者之間的關係，從書籍供應商與用書機構方面的研究較少，因而形成作者研究動機。
本研究採用問卷調查實證研究方式，探討外文圖書供應商產業在服務品質對再購買意願的影響，並加入品牌知名度及顧客關係管理兩個干擾變數，探討對顧客滿意度產生的影響。根據參考文獻設計問卷，以桃園縣教育局登記立案之補習班1206家為母體，採取便利抽樣，共計發放250份問卷，合計回收問卷218份，收回率87.2%，扣除無效問卷25份，有效回收問卷193份，有效回收率77.2%。採用SPSS統計軟體進行實證分析得到以下結論：
1. 當缺口（消費者期望-消費者知覺）愈大，顧客滿意度愈低－兩者間呈現顯著負相關。
2. 品牌知名度會干擾到缺口對滿意度的影響－高品牌知名度對缺口的干擾顯著，對滿意度有顯著的影響，低品牌知名度對缺口的干擾不顯著,對滿意度影響不顯著。
3. 顧客滿意度對再購買意願有顯著影響－顧客滿意度高對於再次購買意願也高，對推薦他人購買意願也高。
4. 顧客關係管理會干擾到缺口對滿意度的影響－顧客關係管理程度高與低對缺口的干擾都不顯著，有可能干擾缺口的因素眾多，在圖書供應商產業顧客關係管理的干擾並不顯著。
根據研究結果外文圖書供應商應致力提升服務品質，使顧客滿意的程度提高，也應該提升品牌知名度及做好顧客關係管理，進而使舊有顧客願意繼續購買，也能獲得更多的新客戶，使企業保有競爭優勢得以永續經營。

關鍵字

顧客關係管理 ； 服務品質 ； 品牌知名度 ； 顧客滿意度 ； 再購買意願

並列摘要

According to the Book Publication Industry research report of Administration of Republic of China, language learning books have the most of publication in the Book Industry. The exam books of language learning occupy the most revenue in the industry. Beside, the language learning books mostly are bought by the people who own a facility to teach students how to learn the foreign language due to Taiwanese culture of sending their children or by his or her own willingness to such facility to learn foreign language after normal school or office hours. Meanwhile, most of studies focus on the relationship of Foreign Book Sellers to End Users (Facility’s Students) instead of to study the connection of the Sellers to the Facilities. This is the reason and motivation for me to do a different research and study to understand the Customer Service Quality effect between Sellers and Facilities.
This research adopts the method of empirical study. It observes the Customer Service Quality will influence the customers’ (Facilities) willingness to purchase the same Foreign Book Seller again. This research also included two variable numbers by adding Brand Awareness and Customer Relationship Management to investigate the effect of Customer Service Quality. The questionnaire was sent out to 250 facilities that based on the 1206 facilities who are listed in the Education Office of Taoyuan County. Total of 218 questionnaires were received back. In result of receiving rate made up to 87.2%. Deducted the invalid questionnaire 25 copies, the valid questionnaire is 193 copies and the valid questionnaire receiving rate is 77.2%. Beside, adopting the SPSS Statistic Program to run the questionnaires and result to the following:
1. When the gap (Consumer Expectation - Consumer Consciousness) is bigger, the degree of Customer Satisfaction is lower - two presents reveals
2. Brand Awareness can disturb the gap to reveal to the degree of satisfaction influence – The high Brand Awareness to the gap has great disturbance, and also reveals the influence to the degree of satisfaction. The low Brand Awareness does not reveal to the gap disturbance, and does not reveal to the degree of satisfaction influence.
3. The degree of Customer Satisfaction to re-purchases reveals the influence – The degree of Customer Satisfaction is high. It reveals the wish of re-purchase is high, and the customers tend to recommend the other people to purchase the wish is also high.
4. Customer Relationship Management can disturb the gap to reveal to the degree of satisfaction influence – The high and low of Customer Relationship Management degree do not reveal the gap disturbance. The possibility to disturb the gap has multi-factors. The Customer Relationship Management in the Books Supplier Industry certainly not to reveal disturbance.

According to the study, the foreign language books Suppliers should devote to promote the Customer Service Quality to enhance the degree of Customer Satisfaction, and increase the degree of Customer Satisfaction. Also, they should promote the Brand Awareness and complete the Customer Relationship Management. Beside, they need to enable old customers to be willing to continue to purchase, and also can obtain more new ustomers. As a result, the enterprises can hold the competitive advantage to be able to continue forever.

並列關鍵字

Customer satisfaction ； Customer Service Quality ； Repurchase intention ； Customer relationship management ； Brand awareness

參考文獻

陳錦瑤，“兒童英語教師專業能力與專業訓練之研究--以台中市兒童英語補習班為例”，2000，朝陽科技大學碩士論文。

Aaker, David A. (1991), “Managing brand equity : capitalizing on the value of a brand name, ” The Free Press.

Anderson, Eugen W. and Vikas Mittal (2000), “Strengthening the satisfaction-profit chain,” Journal of Service Research , 3 (2),PP.107-120.

Bitner, Mary Jo, Bernard H. Booms and Mary Stanfield Tetreault (1990), “The Service Encounter: Diagnosing Favorable And Unfavorable ,” Journal of Marketing, 54(1), PP.71-84.

Davids, Merly(1999), “How to avoid the 10 biggest mistakes in CRM,” The Journal of Business Strategy, 20(6), PP.22-26.