Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92710
標題: 業務人員關係品質對顧客忠誠度的影響
Relationship quality of salesperson on customer loyalty
作者: Jui-Lin Tseng
曾瑞麟
關鍵字: service quality
organizational inertia
personality traits
emotional satisfaction
rational satisfaction
服務品質
組織慣性
人格特質
情感滿意度
理性滿意度
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摘要: 在關係行銷模式中,有一個很重要的角色,叫做「業務人員」。業務人員傳遞價值、傳遞服務,還肩負著維繫顧客關係、拓展市場的重責大任,是企業與顧客之間重要的溝通橋樑與媒介,更是企業維持生存的重要關鍵角色。 本研究以國際業務人員為調查對象,以服務傳遞品質為主軸,加入組織慣性與人格特質,經由實證研究證實都會對顧客滿意度與顧客忠誠度產生影響效果。 本研究發現資深且規模大的公司應該持續加強本身的優勢,如公司的知名度、產品的品質等等,這些可以讓較大型的公司用較小的服務作為去達到相同的滿意度與忠誠度。而較小型的公司也應該致力於往這個方向去發展。另外,基於上述的差異,因此,本研究建議較大型公司的業務人員應該選擇使用偏向情感的服務作為,而較小型公司的業務人員應該選擇使用偏向理性的服務作為。 期望本研究的研究結果能夠提供企業與業務人員一個選擇服務作為的參考依據,能夠更經濟實惠、更低廉務實的讓服務品質的傳遞達到省時省力、借力使力、事半功倍的效果。
In relationship marketing model, there is a very important role, called 'salesperson.' Salesperson not only delivers values and services, but also maintain customer relations and take responsibility of expand the markets. Salesperson is an important bridge between enterprises and customers, they also play a key role in the survival of the enterprise. In this study, we adopt international business people as the survey target. Use quality of service delivery as main part, join the organization inertia and personality traits. According to the empirical research of this study, confirmed that customer satisfaction and loyalty will affect the results. This study found senior and large-scale companies should continue to strengthen their own advantages, such as the company's reputation, product quality and so on. These can make larger companies to achieve the same level of satisfaction and loyalty with less service actions. Smaller companies also should aim to go in this direction to develop. In addition, based on the above difference, therefore, the present study suggests that the larger company's salesperson should choose to use the emotional service, while the salesperson of the smaller companies should tend to choose the rational service. We expected the results of this study can provide enterprises and salesperson alternatively service actions as a reference. Provide more affordable, more pragmatic and low cost of delivery service and make more with less, the effect of saving time and effort.
URI: http://hdl.handle.net/11455/92710
其他識別: U0005-0406201515273000
文章公開時間: 2015-06-23
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