服務品質、關係行銷及轉換成本對工業產品轉換意願之影響—以台灣電路板廠底片供應商為例.

The Influence on Switching Intention of Service Quality, Relationship Marketing and Switching Cost in Industrial Products.－An Example of PCB Film Supplier in Taiwan.

黃寶惠(Pao-Hui Huang)

指導教授 ： 廖本哲 ； 邱榆淨

中原大學/商學院/企業管理學系/碩士(2006年)

https://doi.org/10.6840/cycu200600687

摘要

在工業市場中，因為顧客家數少、採購量大，通常某單一既有顧客的流失對供應商的營收及獲利將產生相當大的衝擊。供應商為了降低顧客流失，滿足顧客對產品品質及價格的要求已成為工業市場中基本的競爭條件。但由於實體產品及價格易被模仿，供應商越來越不容易從產品品質及價格中維持市場競爭力，在競爭激烈的市場中，供應商如何在品質及價格兼具的情況下，仍有異於競爭者的差異化表現，已成為企業永續經營的重要課題。
因此，本研究以發展差異化行銷策略模式為主要研究動機，以顧客滿意度為基礎，加入兩項不易被模仿的元素－服務品質及關係行銷，來建立供應商在市場上的獨特競爭力，除此之外，進一步以提高轉換成本的行銷策略來干擾顧客的轉換意願，以達到鞏固市場、留住顧客的目的，進而提升企業持續獲利的能力。
本研究以台灣上市、上櫃之印刷電路板廠為主要研究對象，透過電話訪問108位印刷電路板廠的專業人員後，取得97份有效問卷資料，並以SPSS統計軟體進行服務品質、關係行銷、顧客滿意度、轉換成本及轉換意願之間的影響路徑分析及因果關係驗證，其驗證結果為：(1)在台灣上市、上櫃之印刷電路板工業市場中，服務品質與關係行銷無法直接影響轉換意願，兩者需以顧客滿意度為中介變數，才能影響轉換意願；(2)服務品質的提升會提升顧客滿意度；(3)關係行銷的提升會提升顧客滿意度；(4)顧客滿意度的提升會降低顧客轉換意願；(5)顧客滿意度對轉換意願的影響會受轉換成本的干擾，即高轉換成本會干擾台灣上市、上櫃之印刷電路板廠的轉換意願。
過去對服務品質、關係行銷、顧客滿意度、轉換成本及轉換意願之研究，大多以消費市場居多，本研究以工業市場為主，是第一個從底片供應商角度探討如何降低印刷電路板廠轉換意願之研究，除了驗證研究構面之間的影響路徑與因果關係之外，亦對不同的樣本特性族群以獨立樣本 t 檢定及單因子變異數分析之統計方法分別對服務品質、關係行銷、顧客滿意度、轉換成本及轉換意願進行差異分析，本研究除了驗證「統計顯著性」外，更進一步進行「實用顯著性」的資料驗證，以提供底片供應商進行相關行銷策略之擬定與建議，使本研究結果増加實質應用的價值。

關鍵字

底片 ； 印刷電路板 ； 轉換意願 ； 轉換成本 ； 顧客滿意度 ； 關係行銷 ； 工業市場 ； 服務品質

並列摘要

First off the present study sees differentiation performance as the key for any business seeking sustainable operations. What behind this belief is that nowadays in the industrial market featuring limited number of customers and large quantity per purchase, any loss of a single existing customer actually means a major impact in turnover and profitability for a business as supplier. A business as a supplier in industrial market soon finds that meeting customer needs in product quality and price requirement is barely filling the entry level competing elements to decrease customer defection ratio. In fact, a business as supplier finds it becomes harder and harder to maintain its competing force in market with product quality and price alone in view of the nature of readily copying of physical product and price and it is differentiation performance that makes difference by adding something else in addition to competing product quality and price, in today’s fiercely competitive markets.
Hence, the study aims to develop a model of differentiation marketing strategy as major motivation of research, which will build a supplier’s unique competing strengths in the market with two elements not easily copied, namely service quality and relationship marketing, on the solid basis of customer satisfaction; furthermore, the study tries to draw up an “increased switch cost” marketing strategy which will interfere customers’ switching intention in order to attain the goals of seizing the market and maintaining the clientele and thus in turn promote the business’s steady profitability.
The study takes the listed & OTC share PCB manufacturers in Taiwan as the main subject, conducts telephone interview questionnaire survey having interviewed 108 experts in PCB manufacturing field and obtained 97 valid returned questionnaires, and works out the path analysis on influence between service quality, relationship marketing, customer satisfaction, switching cost and switching intention, and also the cause and effect relations by using SPSS software. The results are as the follows:
1. The listed & OTC share PCB manufacturers in Taiwan, service quality and relationship marketing hardly influence switching intention directly, however they do when adapting customer satisfaction as mediating variable;
2. Promotion of service quality enhances customer satisfaction;
3. Promotion of relationship marketing enhances customer satisfaction;
4. Promotion of customer satisfaction debases switching intention;
5. The influence from customer satisfaction to switching intention is interfered with the switching cost, more precisely - higher switch cost indeed affects the switching intention of the listed & OTC share PCB manufacturers in Taiwan.
Compared the existing studies on service quality, relationship marketing, customer satisfaction, switching cost and switching Intention mostly focus on consuming market, the present study puts focus on industrial market and as a matter of fact, the first study exploring how to lessen switching intention of PCB manufacturers. In addition to analyzing the influence path and cause-effect relations between research facets, the study also conducts differential analysis on each group with its own specific sample characteristics in service quality, relationship marketing, customer satisfaction, switching cost and switching Intention, through Independent sample t-test and one-way ANOVA. At last but not the least the study conducts practical significance data analysis in addition to statistic significance in order to add extra value of practical applications to the results of the study by offering PCB film suppliers useful data and helpful suggestions supporting them in drawing up their marketing strategies.

並列關鍵字

PCB ； Switching Intention ； Industrial Market ； Customer Satisfaction ； Service Quality ； Switching Cost ； Relationship Marketing ； Film

參考文獻

羅家德(2003)，企業關係管理，聯經出版公司。

Hemple, D. J. (1977), Consumer satisfaction with the home buying process: conceptualization and measurement, Conceptualization of Consumer Satisfaction and Dissatisfaction, Cambridge: Marketing Science Institute

劉沐欣(2004)，「定期貨櫃船公司顧客滿意度、轉換成本對顧客忠誠度影響之研究」，國立成功大學交通管理科學研究所未出版碩士論文。

黃柏彰(2003)，「廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究-以行動通訊產業為例」，國立成功大學交通管理學系未出版碩士論文。

賴寶昆(2003)，「技術服務與顧客關係管理之探討－以染料－染整行業為例」，元智大學管理研究所未出版碩士論文。