直銷公司與直銷商對服務品質認知差距之研究

A Study of Service Quality Differences between Direct Selling Companies and Distributors' Perceptions

王昭雄(Jau-Shyong Wang) ； 陳得發(Der-Fa Robert Chen)

《直銷管理評論》 1卷1期 (2007/09) Pp. 81-105

https://doi.org/10.6201/DSMR.2007.1(1).04

摘要

由於社會型態的多元化發展，直銷已是消費者購買商品的主要通路之一。直銷商除了有銷售的行為外，更是直銷公司所提供服務的接受者，這些服務若不能讓直銷商滿意，相信消費者亦不會有好的評價。本研究以國內數家加入中華民國直銷協會的直銷公司為研究對象，探討其提供予直銷商服務之品質，直銷公司對直銷商期望程度的認知和直銷商特徵對服務滿意度的影響。研究結果發現，直銷公司主管普遍有高估直銷商對服務品質的期望之現象，直銷商對服務的認知與預期有差距。

關鍵字

直銷 ； 服務品質 ； PZB模式

並列摘要

As a result of the society condition multiplication development, the direct selling already was the one of commodity consumer purchases channels. In addition to the behavior of the sale, distributors are also the persons who provided accepting of services from the direct selling company. We believe that consumers also cannot have the good appraisal, if these services cannot let distributors to be satisfied. This research joins the member companies of R.O.C. direct selling association for research object, inquires into the influences that they provides to the services quality to their distributors. This research also discusses these companies' expectation of their distributors and the influences of distributors' service satisfaction by their personal characters. The findings of the study showed that direct selling companies are in charge of generally have overestimates the distributors' service quality phenomenon of expectation. There are differences on service quality between distributors' perceptions and expectations

並列關鍵字

Direct Selling ； Service Quality ； PZB Model