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研究生： 賴哲文
Che-wen Lai
論文名稱： 企業顧客長期關係導向之影響因素研究—資訊服務之探討
A Study on the Factors Affecting Long-Term Orientation in Customer Relationships–The Case of IT Services
指導教授： 范錚強
Cheng-Kiang Farn
蘇雅惠
Yea-Huey Su
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 資訊管理學系
Department of Information Management
畢業學年度： 98
語文別： 中文
論文頁數： 99
中文關鍵詞： 資訊服務特性 、關係品質 、長期關係導向 、服務轉換障礙 、顧客涉入
外文關鍵詞： characteristics of IT services, relationship quality, long-term orientation, switching barrier, customer involvement
相關次數： 點閱：11  下載：0 
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    • 台灣的產業結構已開始向服務業為主軸的經濟轉型。企業從以往的製造加工事業逐漸轉型成服務事業，過往以販售產品獲利的方式也慢慢轉型為販售服務。其中資訊服務業已逐漸成為我國下一階段經濟發展的主軸。
    然而，隨著資訊服務業的發展。部分業者也由早期提供軟硬體產品的模式逐步轉型為資訊科技軟硬體的服務化，使得資訊服務市場的競爭日趨激烈。資訊服務業者想創造顧客的忠誠度，只依靠卓越的研發能力與技術創新能力可能是不足的。因此，許多業者也紛紛注意到維持顧客長期關係的重要。原因在於，服務的行銷中，開發一個新顧客的成本遠高於舊顧客的維護。
    因此，本研究的主要目的是以關係行銷的觀點，探討資訊服務特性如何透過關係品質影響企業顧客的長期關係導向，以及服務轉換障礙與企業顧客涉入在企業顧客長期關係導向中所扮演的角色。最後，本研究透過探索性研究分析，試圖了解中小企業顧客與大企業顧客長期關係導向的差異。
    研究結果發現：
    1. 資訊服務特性會正向的影響顧客認知的關係品質。
    2. 顧客認知的關係品質越高，顧客的長期關係導向越高。
    3. 資訊服務的轉換障礙越高，顧客的長期關係導向越高。
    4. 資訊服務的轉換障礙對於顧客認知的關係滿意度與長期關向 之關係具有調節效果。
    5. 企業顧客涉入對於資訊服務特性與顧客信任之調節效果為部分支持。

    The industrial economy of Taiwan has transformed from manufacturing into a service-oriented one. As a result, the IT services industry has been identified by many to be one of the main thrust of the next stage of economic development.
    However, with the growth of IT services, servitization of software and hardware products has resulted in intense competition. While the IT service providers intend to promote customer loyalty, simply relying on R & D capabilities and technological innovation are obviously inadequate. More and more firms have realized the importance of maintaining long-term relationship with customers. The reason is that the cost of getting a new customer is much higher than maintaining old ones.
    The main purpose of this study is to investigate what characteristics of IT services on customers affect long-term orientation in the relationship, and what are the effects of switching barriers and customer involvement on long term relationships. Finally, this study attempts to understand the difference in long-term orientation between SME customers and large enterprise customers through exploratory analysis.
    The results are as follows:
    1. Characteristics of IT services are positively related to the relationship quality.
    2. Relationship quality is positively related to the customer’s long-term orientation.
    3. Switching barriers is positively related to the customer’s long-term orientation.
    4. The effect of relationship satisfaction on customer’s long-term orientation is stronger in the case of low switching barrier than of high switching barrier.
    5. The effect of characteristics of IT services on trust is partially stronger in the case of high customer involvement.

    第一章 緒論..............................1 第一節 研究背景..........................1 第二節 研究動機..........................2 第三節 研究目的與問題....................3 第四節 論文結構與研究程序................4 第二章 文獻探討..........................6 第一節 資訊服務業之營運概況..............6 第二節 關係行銷與關係品質...............10 第三節 資訊服務特性.....................18 第四節 長期關係導向.....................22 第五節 服務轉換障礙.....................24 第六節 企業顧客涉入.....................27 第三章 研究方法與設計...................29 第一節 研究架構與假說...................29 第二節 研究設計.........................36 第三節 研究變數之定義與操作化...........37 第四節 問卷設計.........................43 第五節 資料分析方法.....................44 第四章 資料分析.........................45 第一節 樣本基本資料分析.................45 第二節 量表品質檢驗.....................49 第三節 研究假說檢定.....................53 第五章　探索性研究分析..................61 第一節 研究架構之路徑分析...............61 第二節 調節效果.........................66 第三節 中小企業與大企業分析結果差異.....70 第六章 結論與建議.......................72 第一節 研究結果與討論...................72 第二節 研究貢獻與管理意涵...............75 第三節 研究限制與未來研究建議...........78 參考文獻................................79 英文部分................................79 中文部分................................87 附錄一 研究問卷.........................88

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