Customer Service Strategy Framework under Transaction Cost Conception

以交易成本理論概念探討顧客服務策略

廖錦農(Chin-Nung Liao)

《中華科技大學學報》 42期 (2010/01) Pp. 205-220

https://doi.org/10.7095/JCUST.201001.0205

摘要

服務業在經濟發展中佔重要地位，本文提出以交易成本理論概念探討顧客服務策略觀念架構，其中考慮服務行銷理論之7Ps；包含產品、價格、通路、促銷、人員、流程與設備。主要貢獻在於考慮如何運用7Ps策略來降低顧客交易成本，提高顧客忠誠度，因此，此文期望服務策略觀念架構可提高服務品質增加企業競爭力於激烈環境。

關鍵字

顧客服務策略 ； 行銷 ； 交易成本 ； 服務組合

並列摘要

Because the service sector in economy is so important and has certain unique features. There are many opportunities in service industries the demand for services is expected to grow faster than other types businesses. The contribution of this paper are proposed a view of customer service strategy framework under transaction cost a specific strategies activity based on the seven P's model of services marketing. In addition, the strategic goals capabilities are bound together in a relationship that ultimately determines a business's competitiveness. The proposed of this model also providing quality customer service strategy to maintain business' abilities and skills that enable an organization to face the violent competition.

並列關鍵字

Customer service strategy ； Marketing ； Transaction cost ； Service mix