| Abstract: | 臺灣歷經社會快速工業化發展結果，人口愈來愈集中於都市，促進了建築相關產業同步增長，傳統產業逐漸失去成本競爭力，其中，五金配管產業經過一段快速發展的榮景之後，在景氣低迷循環週期中，競爭搶單以致經營艱難已是一個普遍的問題。雖然五金材料產業產值無法與新興產業，或是與一般大型傳統產業相比，但是卻是支援工程建設相當重要的服務環節，如何在萎縮的產業中取得獲利的地位，是這些中小企業主所必須進行的策略性思考問題。本研究以A公司為研究對象，A公司在傳統的五金材料產業中屬於零售商，近年來因產業結構變遷及受到大環境的影響，導致A公司顧客漸漸流失。本研究透過分析瞭解A公司目前經營困境，深入分析A公司及其顧客間相互的關係，由對服務品質的認知試圖找出其在信任及承諾等關係品質的現狀，從而發掘影響買賣關係的深層因素，進而提出未來發展之策略。因此，本研究希望藉由對個案公司及其顧客的瞭解，探討在服務過程中有哪些不利於顧客關係建立的因素，協助A公司改善經營策略。
本研究採用五力分析模式對五金材料產業現況進行診斷及分析。利用個案探討的方式，藉由對個案及其顧客進行深度訪談，於探索的過程中將所蒐集的資料加以彙整，再與相關理論做進一步的比對與分析。
研究結論指出：
一、 行業內公司對產業前景普遍表現出不樂觀的態度，同業競爭近乎於完全競爭市場。以現在產業特性，公司要有發展若非「最好」，就要「唯一」，這樣才可以讓企業永續生存。
二、 服務品質及關係品質的提昇對顧客行為是有所影響的，個案公司應激勵員工及加強員工訓練，對於服務品質、關係品質的提昇，以及加強顧客的忠誠度來說都是很重要的一件事。
三、 品質似乎是維繫買賣關係的基礎，實際上各個企業在互相依賴關係中卻存在許多不對稱關係，因為所處的地位不同，使得擁有的權力亦不對等。
As a result of rapid industrialization in Taiwan, the population has become more and more concentrated in the city, which has promoted the simultaneous growth of construction-related industries. The traditional industries have gradually lost their cost competitiveness. Among them, the hardware piping industry has experienced a boom in the downturn after a period of rapid development. In the cycle, it is a common problem that competition is difficult to manage. Although the output value of the hardware materials industry cannot be compared with the emerging industries or the general large-scale traditional industries, it is a very important service link to support the construction of the project. How to obtain profitable status in the shrinking industry is the main place for these small and medium-sized enterprises. Strategic thinking must be asked. This research takes A company as the research object. Company A belongs to the retailer in the traditional hardware material industry. In recent years, due to the change of industrial structure and the influence of the big environment, the customers of Company A have gradually lost. Through analysis, we can understand the current dilemma of Company A, analyze the relationship between Company A and its customers, and try to find out the status quo of relationship quality such as trust and commitment by understanding the quality of service, so as to explore the deep influence of the relationship. Factors, and then propose strategies for future development. Therefore, this study hopes to help companies improve their business strategies by understanding the factors that are not conducive to the establishment of customer relationships in the service process by understanding the case companies and their customers.
This study uses the five-force analysis mode to diagnose and analyze the current status of the hardware materials industry. Using case-study methods, through in-depth interviews with individual cases and their customers, the collected data will be aggregated in the process of exploration, and further comparison and analysis with relevant theories.
The study concluded that:
First, the companies in the industry generally show a pessimistic attitude towards the industry prospects, and the industry competition is almost completely competitive. With the current industrial characteristics, if the company wants to develop if it is not "best", it must be "only" so that the company can survive forever.
Second, the improvement of service quality and relationship quality has an impact on customer behavior. Case companies should motivate employees and strengthen staff training, which is very important for service quality, relationship quality improvement, and customer loyalty. one thing.
Third, quality seems to be the basis for maintaining the relationship of buying and selling. In fact, there are many asymmetry in each other's interdependence, because the status is different, so that the power is not equal. |
