空調供應商之關係品質、專業能力與服務品質對經銷商滿意度及銷售績效之影響

The Impact of the Relationship Quality, Professional Competence, and Service Quality of Air-conditioning Suppliers on Dealer Satisfaction and Sales Performance

蔡育唐(Yu-Tang Tsai)

指導教授 ： 賴明政 ； 李慶長

國立臺北商業大學/管理學院/企業管理系（所）/碩士(2022年)

摘要

研究以空調產品銷售經銷商的觀點切入研究，探討空調品牌供應商對於經銷商之關係品質、專業能力與服務品質是否能影響經銷商滿意度，進而提升對於品牌忠誠度及銷售績效。本研究主旨在探討面對於目前空調市場競爭激烈，且國內空調品牌多達上百間。對於空調品牌經營者來說，為求提升經銷商銷售績效而言，確實是一個艱辛挑戰，要讓該品牌企業永續經營，應該關心針對經銷商如何提升其銷售績效，也藉由探討服務品質、關係品質、專業能力等相關議題與研究，深入了解在目前競爭環境下對一個企業如何以服務、關係品質及專業能力，維持與經銷商之間密切的良好互動關係，來提高整體經銷商滿意度進而增加銷售績效為重要之課題。本研究彙整上述變數之相關文獻並做關聯性探討，針對全國經銷商，以各城市隨機抽樣方式進行問券調查，共回收84份有效問卷，以SPSS統計軟體，進行樣本組成分析、敘述性統計、信度分析、效度分析、因素分析、迴歸分析。分析後獲得結論如下：1、關係品質對於經銷商有顯著的正向影響。 2、建立正面服務品質對經營績效經銷商滿意度有顯著的正向影響。 3、品牌供應商之專業能力對經銷商滿意度有顯著的正向影響。 4、經銷商滿意度皆會正向影響經營績效。

關鍵字

服務品質 ； 關係品質 ； 專業能力 ； 滿意度 ； 銷售績效 ； 經銷商 ； 空調

並列摘要

With the perspective of air-conditioning sales dealers as the starting point, this study explored whether the air-conditioning supplier versus the dealer relationship quality, professional competence, and service quality can affect the dealer’s satisfaction, thereby enhancing brand loyalty and sales performance. The purpose of this study is to explore the fiercely competitive air-conditioning market with up to 100 domestic air-conditioning brands. As far as air-conditioning brand operators are concerned, it is indeed a painstaking challenge to enhance the sales performance of dealers. In order to ensure the sustainable management of brand enterprises, we should be concerned about and focus on how dealers improve their sales performance. Additionally, by discussing and studying issues related to service quality, relationship quality, professional competence, etc, an insight was gained into how an enterprise maintains close and sound interactions with dealers through service, relationship quality, and professional competence under the competitive environment at present in order to improve overall dealer satisfaction and enhance sales performance, which are important issues. The literature related to the above variables was compiled for correlational study. Targeting the dealers nationwide and through random sampling in respective cities, a questionnaire survey was conducted. A total of 84 effective questionnaire copies were recovered. The SPSS statistical software was adopted to carryout sample composition analysis, descriptive analysis, reliability analysis, validity analysis, factor analysis, and regression analysis. After the analyses, the conclusions drawn were as follows: 1. Relationship quality produced a significantly positive impact on dealers; 2. The establishment of positive service quality produced a significantly positive impact on sales performance and dealer satisfaction; 3. The professional competence of brand suppliers produced a significantly positive impact on dealer satisfaction; 4. Dealer satisfaction produced a positive impact on business performance.

並列關鍵字

service quality ； relationship quality ； professional competence ； satisfaction ； sales performance ； dealer ； air-conditioning

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