資訊服務業擬似關係服務模式之研究

The Study on the Service Mode of Pseudo Relationship of IT Service Industry

簡傳明(Chuan-Min Chien)

指導教授 ： 吳忠敏

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

在2009年行政院推動的六大新興產業中，精緻服務業占2/3，不再以外銷導向製造業為主軸。六大新興產業除綠能與生技產業以外，觀光、精緻農業、文化創意、與醫療照護業，都屬於高附加價值的服務產業，企業應該掌握產業結構改變的契機，由外銷導向製造業逐步升級至精緻服務業。
本研究整合服務相關研究建構一個關係模型，設定研究範圍在擬似服務關係服務業，以曾經接觸資訊產品流通業的顧客羣為母體進行問卷調查，一共回收有效問卷為190份，運用統計軟體SPSS12.0與LISREL8.72，進行因素分析、信度分析、描述性統計、相關分析、變異數分析以及結構方程式模型分析，最後依統計分析結果提出討論與建議。
本研究發現在資訊服務業擬似服務關係中，關係品質不但與本研究模型其它構面關聯性強之外，也與本研究設定之外變數：生活型態、人口統計以及人格特質具備顯著差異性。因此建議資訊服務業在擬似服務關係類型的業者應該著重關係品質的維持與提升，可以從兩個衡量構面下手，同時增加顧客信任度與滿意度。

關鍵字

擬似服務關係 ； 人格特質 ； 關係模式

並列摘要

Service is a continuous learning process. Through the interaction, the consumer choose the most comfortable way for them to deal with prospective providers. Take pseudo relationships for example, the consumer will select one provider but will be unconcerned as to who delivers the service.
Based on former research about Serive Quality, Brand Equity, Relationship Quality, Relationship Marketing, Customer Satisfaction and Customer Loyalty, this research will find the critical factors of service interaction in pseudo relationship business types. The results of the of the research are as below:
Relationship Quality is the most important factor in pseudo relationships. Since there no personal friendship exists in such relationships, the consumer will decide to stay or leave based on the evaluation of relationship quality.

並列關鍵字

Pseudo Relationships ； Personality Trait ； Relationship Quality Mode

參考文獻

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