- 學位論文
沖印店家對服務提供廠商的轉換意願研究－以慣性為干擾因素
MINILAB’S SWITCHING INTENTION OF SERVICE PROVIDERS－TAKING INERTIA AS A MODERATOR
摘要
相片沖印市場在繁榮百年之後，由於數位化的衝擊，年輕人拍照習慣改變，將多數拍攝的影像存入儲存媒體如網路或硬碟等，不再全數洗成相片，底片用量也大量減少。這些因素導致沖印行業收入下降，而店租、機器設備、人事成本卻逐年增加，使得店家在機器維修風險承擔上產生困難，所以願意參加機器保養合約，以固定金額的支出來降低風險控管。然而在逐年調高的保養合約費用中，沖印店家持續維持與機器供應廠商之間的維修保養合約，是不是單純因為廠商的服務品質可以被接受？或者是考慮轉換成本過高而選擇與原來沖印設備服務供應商繼續合作，還是有其它原因令他們選擇留下使用原設備供應商的服務，這是本研究希望討論的課題。 本研究以承諾的三要素，規範性承諾、情感性承諾、繼續性承諾和其前因如主觀規範、滿意度、信任、轉換成本、替代性吸引力等之間的關係來探討對轉換意願的影響。另外更加入慣性為干擾因素，延伸探討慣性對這些關係間的影響程度。 本研究選定台灣沖印機設備佔有率最高的公司，對該公司機器投保維修保養合約客戶進行抽樣，共取得 200 份有效問卷，利用結構方程模型來探討慣性對轉換意願、承諾構念和其前因間的干擾效果，作為相片沖印設備廠商思考如何留住顧客，減低顧客轉換意願之參考。 本研究結果 (1)規範性承諾與顧客轉換意願呈現負相關；(2)情感性承諾與顧客轉換意願呈現負相關；(3)繼續性承諾與顧客轉換意願呈現負相關。與 Bansal , Irving, and Taylor (2004) 的對承諾與轉換意間的文獻結果一致。 本研究結果也說明慣性對於規範性承諾與轉換意願以及替代性吸引力與繼續性承諾之間的關係具有干擾效果。基於研究發現，本研究建議相片沖印服務業的服務提供者應提高本身的吸引力來增加沖印店家的依賴程度，進一步減少沖印店家轉換服務廠商的意願。
並列摘要
Due to the development of technology and digitization, consumers have changed the type of camera from a film camera to a digital camera and also saved the images in hard disks digitally without printing them out. The photo printing market has faced a tremendous impact recently. Thus, the amount of the usage of traditional photos (negatives) have decreased rapidly and the sales and profit of photo industry also declined. Whatworse, the photo industry had to cover the increasing cost of monthly rental, equipment and personnel expense. Because of the decreasing revenues and the increasing costs, numerous of photo stores depend on the maintenance contracts to reduce a fixed cost. This study aims to discuss the reasons why (i.e., service quality or switching costs) the photo store will choose to cooperate with the original service provider given the situatiion of increasing contract fees. This study adopted three components of commitment, normative commitment, affective commitment, and continuance commitment, and their antecedents, such as subjective norms, satisfaction, trust, switching costs, and alternative attractiveness to examine the minilab’s switching intention. In addition, this study also further to examines the moderating effect of inertia on the minilab’s switching intention. The samples of this study were chosen from the contract clients of the company which has the highest market share of printing machine in Taiwan. There were a total of 200 valid questionnaires used for the data analysis. This study adopted structural equation models (SEM) to investigae the minilab’s switching intention. Moreover, chi-square difference test was used to examine whether the inertia exert some moderating effects on the relationship between the antecedents of commitment and switching intention. The results reveal that all the three components of commitment (i.e., normative commitment, affective commitemnt, and continuance commitment) have negative effects on minilab’s switching intention. Moreover, the inertia indeed exerted moderating effects on the relation between minilab’s normative commitment and switching intention and on the relation between alternative attractiveness and continuance commitment. Based on the research findings, the study suggested that the photo printing service provider should enhance their attractiveness to their customers in order to decrease their customers’ switching intention.
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