到府月子與服務互動－顧客關係探討

Doing the Month Service at Home and Service Interaction-The Study of Relationship Marketing

蔡享翰(Shieunt-Han Tsai) ； 蔡照文(Shieunt-Han Tsai) ； 李維綸(Wei-Lun Lee)

《慈濟技術學院學報》 23期 (2014/09) Pp. 123-136

摘要

本文以研究到府坐月子服務之關係行銷，可作為業者訓練員工之參考。文中資料分析方法包括：敘述性統計分析、相關分析及單因子變異數分析。結果為受訪者最在意的事為價格、地點便利及服務人員給于顧客的安全感；孕婦及育齡婦女將為行銷主體進行廣告宣傳，其次是對配偶的關係行銷之感動宣傳最有效。顧客信賴感與月子產品及服務購買意願（享受服務、睡眠品質及照顧經驗）與自我規劃（情緒品質、工作態度、專業知識、工作場域及公司支持）顯著相關。還有第一線服務人員部分特性如幽默感、經驗年資及反應力特性與自我規劃能力有顯著差異。由以上結果得知業者需謹慎訓練第一線人員，以提升服務品質，甚至可進一步擴展到華人世界。

關鍵字

月子到府服務 ； 微型企業 ； 關係行銷 ； 第一線服務人員

並列摘要

The purpose of the article is to investigate the relationship marketing and ＂doing the month service at home＂ microenterprise, and for referring to a microenterprise to train staff. Descriptive statistics, factor analysis, correlation analysis and ANOVA are the data analysis. The results showed that the most care of interviewers are price, location and staff security; the top priority of the relationship marketing for promoting business is advertising marketing and then their husband; there are significant relations of the trust of the customers and product and willingness which include enjoyment, sleeping quality and experiences and self-planning which include EQ, attitude, professional, places and support. Finally, the characteristics of the staff such as sense of humor, experiences and reaction has a significant difference with staff self-plan. We encourage the enterprise to train staff strictly and even to expand it to the Chinese world internationally.

並列關鍵字

doing the month service at home ； microenterprise ； relationship marketing ； staff