影響消費者對淨水器服務人員的承諾度與滿意度因素之研究

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Title:	影響消費者對淨水器服務人員的承諾度與滿意度因素之研究 A Study on the Factors Affecting Consumers’ Commitment and Satisfaction to Service Team of Water Purifier
Authors:	江靜華 CHIANG, CHING-HUA
Contributors:	經營管理學系
Keywords:	顧客關係管理;滿意度;承諾度;忠誠度;淨水器 customer relationship management;satisfaction;commitment;loyalty;water purifier
Date:	2022-05-20
Issue Date:	2022-10-28 08:14:32 (UTC+0)
Publisher:	亞洲大學
Abstract:	二十一世紀新興經濟體城市化和工業化快速發展，加上氣候變遷與COVID-19，致飲用水品質下降，民眾對淨水器的需求大幅增加，服務人員必須針對客戶需求推薦其適用的淨水設備。然而，服務人員管理對企業而言是一項艱鉅複雜工作，且是產品是否順利銷售的重大關鍵因素。顧客對服務人員的專業知識、信任、互動和風險知覺，是企業與顧客是否建立長期關係起點，且有機會讓顧客關係管理長期有利可圖。然而迄今為止，諸多企業對顧客關係管理研究，很少以顧客對服務人員的知覺為研究課題。此外，現有研究多以西方已開發國家為分析對象，相較之下，本研究選擇開發中國家的台灣為研究對象進行分析。本研究依據社會交換理論建構研究模型，並蒐集159位消費者的有效樣本進行結構方程式分析。最後，本研究針對實證結果進行討論，萃取實務意涵，並對企業提出銷售力管理建議。 In the 21st century, the rapid development of urbanization and industrialization in emerging economies, coupled with climate change and COVID-19, has led to a decline in the quality of drinking water, and the public’s demand for water purifiers has increased significantly. Water equipment. However, service personnel management is a difficult and complicated task for enterprises, and it is a major key factor in the smooth sales of products. The customer's professional knowledge, trust, interaction and risk perception of service personnel are the starting point for establishing a long-term relationship between the company and the customer, and it has the opportunity to make customer relationship management profitable in the long term. However, so far, many companies have rarely studied customer perception of service personnel as a research topic in customer relationship management.In addition, the existing research mostly takes the developed countries in the West as the analysis object. In contrast, this research selects Taiwan, which is a developing country, as the research object for analysis. This research constructs a research model based on social exchange theory, and collects valid samples of 159 consumers for structural equation analysis. Finally, this research discusses the empirical results, extracts practical implications, and proposes sales force management recommendations for the company.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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