- 學位論文
通訊通路經銷商對代理商滿意度分析
Communication Commodity Dealer Satisfaction Analysis for Agents
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摘要
在台灣，行動通訊商品分為兩大銷售通路，其一是如中華電信系統商搭配門號銷售行動電話；其二是透過代理商所銷售的行動電話，兩者在零售通路銷售的商品重疊，形成經銷商可透過系統商搭銷門號取得手機商品，或可透過手機代理商取得手機。然而，有些代理商除了提供手機給經銷商外，同時自己亦是經銷商，形成與經銷商既競爭又合作之關係。有鑑於此，本研究擬探討經銷商對代理商所提供之服務品質、通路滿意與通路再購行為之影響。本研究採問卷調查法，於大中部地區以經銷商為研究對象，共發放105份問卷，有效問卷105份，回收率100%。研究結果顯示，服務品質對通路滿意和通路再購行為具正向顯著影響，其中，經銷商重視代理商所提供之商品價格、機型和售後服務，以能取得具競爭之價格、和即時提供新機種和手機相關資訊給消費者。本研究結果可提供給手機代理商對經銷商之服務內涵參考。
並列摘要
In Taiwan, mobile communications sales of goods is divided into two channels, one of which is such as China Telecom system vendors selling mobile phones with contracted; second is through the sale of mobile phone dealers, both in the retail channel sales of goods overlap dealers can ride through the formation of the system to obtain the phone number of merchantability door commodities, or can be obtained through the phone handset agents. Therefore, this study was to investigate the effects on the quality of service provided by the dealer's agents, channel satisfaction with the passage re-purchasing behavior. The study used questionnaires, large central area with dealers for the study, a total of 105 questionnaires, 105 valid questionnaires were returned 100%. The results show that satisfaction and service quality pathway repurchase behavior with a positive significant effect, in which dealers importance of commodity prices, models and service provided by the agents, in order to be able to get a price competition, and instant provide new models and mobile phone-related information to consumers. The results of this study are available to the agents on the dealer's phone service content reference.
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