探討關係行銷之服務品質研究—以生前契約為例

A study on the Relationship Marketing of Service Quality for Pre-arrangement

鄭伊翎(Yi-Ling Cheng)

指導教授 ： 李正文

中原大學/商學院/國際經營與貿易研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200970

摘要

政府為了改革殯葬業的亂象以及混亂的市場價格，自民國91年起將生前契約納入殯葬管理條例，市場上眾多的殯葬禮儀公司必須依法成立登記立案才能夠在市面上公開營業販售。生前契約的行銷買賣最早出現在美國第二次世界大戰後退休的嬰兒潮世代，並達到90%市場的普及率，後來傳至日本也有70%的市場普及，但在台灣卻不到5%。根據內政部99年內政統計年報資料中指出，我國每年的平均死亡人數約在14萬人左右，每一場進行的喪禮花費平均約在36萬元左右，生前契約的商機在於人生的盡頭都會面臨死亡，可預測一年的商機可將近490億元，而台灣由前述所提到將逐步邁入高齡化社會，可是普及率卻大不如美國或日本，在台灣可以算是一項新興的市場商品，因此興起想要探討的動機。
二十一世紀是服務業利用通路追求發展的時代，單價越高的商品，服務比重越高，生前契約也是利用人際通路行銷推廣的商品，行銷人員的行為會影響服務品質，受到顧客主觀印象的好壞進而影響滿意度，研究範圍以北部地區填寫問卷者較多，共回收212份有效問卷，受測者多由如親朋好友的介紹下購買生前契約，其次才是業務行銷人員，本研究應用PZB服務品質缺口模式為概念延伸SERVQUAL構面量表為問卷架構，以因素分析、變異數分析、迴歸分析、相關分析來檢定生前契約認知、服務品質與滿意度之間的關聯性，經結果研究分析發現如下：

一.部份的顧客會因背景的不同而對本研究探討的變項有所差異。
(一)不同的年齡、職業、個人年平均所得背景的顧客對生前契約認知的差異會有所層級上的差別。
(二)年齡、婚姻、教育程度背景不同的顧客對生前契約的服務品質差異有所不同。
(三)不同的年齡、婚姻、教育程度、職業與個人年平均所得的受訪者對於生前契約滿意度有區別層級差異性存在。

二.經分析後發現服務品質與滿意度呈現正相關，而反應/信任/安全性等的服務品質特質對滿意度中的實質服務品質、專業性、服務態度、往來關係、整體滿意度有相當的相關解釋能力，而有性/可靠性與滿意度中的價值感有正向關係，購買生前契約者較重視服務本身外在的形式和本身給予顧客的可靠感，顧客的需求能夠達到及時的反應會令其在服務的過程中感到安全予人產生信任感。

關鍵字

生前契約 ； 人際行銷 ； PZB服務品質缺口模式

並列摘要

For dealing with the issues regarding chaos and confusing prices in funeral industry, reform has been taken in place by the government since 2002. That is funeral directors and businesses must be legally registered and established in order to be able to publically sell their products or services in the market.
The marketing activity of selling preneed was first appeared and started in U.S. at the time that the generation of baby boomers retired after World War II, and it had reached 90% market penetration rate. Japan on the other hand had a 70% penetration rate when preneed was introduced to its market – a significant contract compared to less than just 5% penetration rate in Taiwan.
Ministry of the Interior's 1999 Statistical Yearbook showed that the average annual death toll of Taiwan was about 14 million people, and it would cost $360,000 per funeral on average. It creates business opportunities estimated and valued nearly 49 billion New Taiwan dollar (NT$) a year. Given the fact that Taiwan is gradually becoming an ageing society and preneed has a much lower market penetration rate than the U.S. or Japan, preneed can thus be regarded as an emerging commercial commodity and it certainly worth for further study and discussion.
In 21st century, service industry develops and expands through marketing channels – the higher the price of the product, the more important the after sales services is. The concept also applies to preneed, as it sales and/or marketing through relationship marketing channel. Consumer’s satisfactory level of the product is affected by their own subjective impression which is actually determined by the behavior of business’ sales person. In this research, the data collected from questionnaire was mainly filled by volunteers in northern Taiwan, and a total of 212 valid copies of survey were collected. More of the volunteers purchased preneed because of their family or relative’s recommendation than sales person’s promotion. The research uses PZB service quality gap analysis model as its fundamental concept, and it is further extended to using SERVQUAL dimensions scale for the design of questionnaire survey framework. Factor analysis, analysis of variance, regression analysis, and correlation analysis are used for checking preneed cognition and for testing the relationship between service quality and customers satisfaction level. The results of the analysis and test are as follows:

1. To some of the customers, coming from different backgrounds does affect or influence the variables considered in this research.
(a) Age, occupation, and personal average annual salary do affect or influence customer’s cognitions or perceptions of preneed.
(b) Customers from different age groups, marital status, or education level backgrounds responded differently to their valuation of service quality of preneed.
(c) Age, marital status, education level, occupation, and personal average annual income influence customer’s satisfactory level regarding preneed.
2. The analysis found that service quality is positively correlated with satisfaction. In the range of medium level of satisfactory, the characteristics of reaction, trust, security and other service quality are strongly related to actual service quality, profession, service attitude, relationship and interaction, and overall satisfactory level. In addition, tangibility and reliability are positively correlated with product valuation in the range of medium level of satisfactory. Customers that buying preneed care about or pay attention to a sense of reliability and trust given by customer service, and timely respond customer’s requests and meet the needs will create the feeling of trust.

並列關鍵字

pre-arrangement ； P.Z.B gaps model of service quality ； relationship marketing

參考文獻

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