批發禮贈品產業之服務品質、信任對購買者重購意願之影響

Wholesaling gift industry, service quality, trust, influence on purchasers' purchase intention

蔡馥亘(FU-HSUAN TSAI)

指導教授 ： 譚大純

國立高雄師範大學/教育學院/事業經營學系/碩士(2022年)

摘要

批發禮贈品產業之服務品質、信任對購買者重購意願之影響

研 究 生: 蔡馥亘
指導教授： 譚大純
批發禮贈品業多為中小型企業，產品種類繁多，每間公司的經營方式皆不同，本研究對象之批發禮贈品公司以探討提供良好的服務品質對於顧客增加信任度以及重購意願是否會提高，以及當顧客的信任度提高時是否也能增加重購意願的經營方式為研究目的進行數據分析，深入探討長年秉持的方式是否合適、符合行業實際情況，並以獲得的結果進行管理上改善。
研究方法以收集近幾年曾購買過一次以上商品的高雄及周邊地區顧客填寫之問卷進行整理，使用SPSS 25.0及EXCEL進行次數分配、信度分析、敘述統計、變異數分析、獨立樣本t檢定、相關分析和迴歸分析。
研究結果顯示，以公營單位及私人企業為主要顧客來源，採購次數與採購頻率的重複性高且皆占樣本多數，提出的三個假設雖然皆達顯著，但服務品質五大構面中的回應性標準差較大，且雖然決策者對公司評價較高但填答者多為非決策者，表示顧客認為與業務的互動上仍有待改善的地方，應多了解顧客的需求，持續提升服務品質，也可考慮增設網路相關設備，提高工作效率、擴大能見度，使原有顧客方便重購也能使潛在顧客看見。

關鍵字

批發禮贈品業

並列摘要

The wholesale gift and gift industry ismostly small and medium enterprises, with a wide variety of products and; eachcompany has different business methods. The wholesale gift and gift companiesare the objects-of this study in order to explore whether providing goodservice quality will increase customer trust and repurchase willingness, and toclarify whether it can also increase the willingness to repurchase when thecustomer's trust is improved. For the purpose of research, data analysis iscarried out to deeply explore whether the method that has been adhered to formany years is suitable and in line with the actual situation of the industry,and the obtained results are used for management improvement.

The research method is to collectquestionnaires filled in by customers in Kaohsiung and surrounding areas whohave purchased more than one product in recent years, and use SPSS 25.0 andEXCEL to carry out frequency distribution, reliability analysis, Descriptivestatistics, variance analysis, Independent Sample t Test, Correlation Analysisand regression analysis.

The results of the study indicate thatpublic units and private enterprises are the main source of customers, thenumber of purchases and the frequency of purchases are highly repetitive bothare in the majority. Although the three hypotheses proposed are allsignificant, the responsiveness standard in the five dimensions of servicequality is not. The difference is quite large, and although decision makershave a high evaluation of the company, most of the respondents are non-decisionmakers, indicating that customers believe that there is still room forimprovement in the interaction with the business, they should learn more aboutcustomer needs, continue to improve service quality, and also Consider addingnetwork-related equipment to improve work efficiency and expand visibility, sothat existing customers can easily repurchase and potential customers can seeit.

並列關鍵字

wholesale gift industry

參考文獻

一、英文部分

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