空調品牌供應商之關係品質、專業能力與經銷商滿意度對品牌忠誠度及品牌績效之影響

在地球暖化與人們對舒適生活的追求下，空調已經成為不可或缺的民生必需品。近年來，受到Covid-19的衝擊，不少國家實行鎖國與強制警戒，衝擊許多行業，重創經濟，甚至迫使人們改變生活形態。但空調產業卻在此期間大放異彩，相較往年，成長力道尤為驚人，有此可見空調在生活中的必要性。本研究以大金空調經銷商的觀點切入研究，探討關係品質、專業能力與滿意度之間的關聯後，並探討品牌績效與品牌忠誠度的影響關係。本研究彙整上述變數之相關文獻並做關聯性探討，針對大金空調經銷商，以Google表單方式進行問券調查，共回收84份有效問券。並以SPSS 25進行統計分析。研究結果發現品牌與經銷商關係、品質建構於信用、承諾與附加價值對於滿意度具有顯著的正向影響；品牌業務的專業知識、技能、態度對於滿意度有顯著的正面影響；滿意度對於經銷商品牌的再購意願、基本行為與衍生行為等品牌忠誠度有顯著的正面影響；滿意度對於經銷商與品牌組織績效、事業績效與財務績效是有顯著的正面影響的。此結果可提供空調品牌業者於未來制定與經銷商互動往來模式與員工的教育訓練。其中，若能了解其間的關係，對於品牌的成長是有助益的。

關鍵字

關係品質；專業能力；滿意度；品牌績效；品牌忠誠；空調

並列摘要

With global warming and the pursuit of living comfort, air-conditioning has become an indispensable daily necessity. Under the impact of Covid-19 in recent years, many countries have implemented lockdowns and red alerts, which have impacted many industries and have devastated the economy, forcing people to change their way of life. However, the air-conditioning industry yielded unusually brilliant results during this period compared with the previous year, showing staggering growth strength, clearly indicating the necessity of air-conditioning in everyday life. In this study, with the DAIKIN air-conditioning dealer’s perspective as the starting point, the study explored the correlations among relationship quality, professional competence, and satisfaction. The influence relationship between brand performance and brand loyalty was also explored. In this study, the literature related to the above-mentioned variables was compiled to conduct a correlation study. Targeting Daikin air-conditioning dealers, a questionnaire survey was administered through Google forms. A total of 84 effective questionnaire copies were recovered, and SPSS 25 was adopted for statistical analysis. The findings show that the relationship between the brand and dealer, quality construct on credit, commitment, and added value produced a significantly positive impact on satisfaction. The professional competence, skill, and attitude in brand business produced a significantly positive impact on satisfaction. Satisfaction produced a significantly positive impact on the dealer’s brand repurchase intention and basic behaviors, derived behaviors, and brand loyalty. Satisfaction produced a significantly positive impact on the dealer and brand organization performance and business performance and financial performance. The results shall be provided to air-conditioning brand operators in formulating a deal interaction model and employee educational training. In particular, an insight into the relationships among them will be conducive to brand growth.