臺灣博碩士論文加值系統

企業逐漸認知到與顧客建立緊密關係的價值是一種維持既有顧客的方法。企 業也逐漸了解到關係的無形性並不容易被競爭者所模仿，藉此可持續提供企業的 競爭優勢。根據過去的研究顯示服務人員特性是關象品質的良好預測。而關係行銷的第 一步即是服務人員與消費者之間的關係的建立，當服務人員在與顧客進行第一次 的交易的時候，如果可以讓顧客知覺到服務人員的能力、提供消費者客製化的服 務、讓顧客成受到服務人員的承諾是可靠的以及當顧客提出問題時都能以最快速 的方法提供答案的時候，是否能夠使其中服務人員與顧客彼此的關係建立比較順 利。因此，本論文蒐集大量相關資料後，設計了專為提升服務人員服務特性中的 能力、可靠度、客製化、立即性此四項特性的應用系統，以協助服務人員在與顧 客進行交易的時候顧客可以知覺到上述的四項服務人員的特性，而服務人員也能 將服務人員特性更容易展現的情況下建立彼此的關係並在未來達成關係行銷的效 果。本研究將服務人員特性其中之重要概念設計為行動裝置的應用系統功能，並 且將其應用系統完成，最後透過科技接受模型(Technology acceptance model, TAM)設計問卷以檢測成效。此應用程式之期望目標希望服務提供者能更容易提 升與展現本身其服務人員的特性，更希望能幫助服務人員建立與顧客的關係。本篇論文主要包含(1)整理歸納能提升服務人員特性之方法﹔(2)專為幫助服務 人員建立關係之平板電腦應用系統﹔(3)依照歸納出的特性而特別設計之應用程式 功能。

Enterprises increasingly recognize that a close relationship with customers is method of maintaining an existing customer and the intangibility of relationship is not likely to be imitated by competitors, thereby providing a sustainable competitive advantage. However, there is no complete and integrated application that particularly designs for improve the sales stuff to demonstrate the relationship marketing abilities in the first transaction and easier to build a relationship with customers. In such condition, this tablet application for relationship marketing was designed and established. The application contains functions which were designed from the “competence”, “customization”, “reliability” and “promptness” of service provider characteristics (SPC) in the Coulter (2002) study. In this study, we design questionnaire used with TAM to understand about whether consumers had perceived this system will help sales stuff to show these characteristics.

摘要 i

Abstract ii

第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 2
1.4 研究步聰 3

第二章 文獻探討 4
2.1 人員銷售的本質 4
2.1.1 人員銷售的特點與關係銷售 4
2.1.2 服務提供者特性 5
2.2 關係行銷 8
2.3 科技接受模式 8
2.3.1 理性行為理論 8
2.3.2 科技接受模型 10

第三章 研究方法 12
3.1 研究流程 12
3.2 系統開1 13
3.2.1 系統開1方法與流程 13
3.3 系統評估一問卷設計 14
3.3.1 問卷模型與變數操作型定義 14
3.3.2 研究設計 16
3.3.3 問卷設計 16

第四章 系統建置與評估 18
4.1 系統設計 18
4.1.1 應用系統開1平台概述與說明 18
4.1.2 應用系統主要功能概述與說明 18
4.1.3 應用系統資料庫 21
4.2 系統實作 25
4.2.1 電子型錄 25
4.2.2 搭配表/報價單 26
4.2.3 比較表 30
4.2.4 報價單查詢 31
4.3 系統情境模擬 33
4.3.1 購買單一零組件情境 33
4.3.2 購買完整搭配產品之情境 39
4.4 問卷評估 42
4.4.1 問卷回收樣本狀況分析與敘述統計 42
4.4.2 問卷結果分析與敘述統計 44

第五章 結論與建議 50
5.1 結論 50
5.2 研究貢獻 50
5.3 後續研究建議 51

參考文獻 52

附錄 55

Agarwal, R. and Prasad, J. (1998). A Conceptual and Operational Definition of Personal Innovativeness in the Domain of IT. Information Systems Research, Volume 9, No. 2, June, pp. 204-215.

Berry, L. L. (1983). “Relationship Marketing,” in Emerging Perspectives on Services Marketing, L. L. Berry, L. Shostack, and G.D. Upah, eds. Chicago: American Marketing Association, pp. 8-25.

Bitner, M. J. (1995). Building service relationships: it’s all about promise. Journal of the Academy of Marketing Science, Vol. 23, pp. 246-251.

Cornish, J. (2014). What you need to know about mobile marketing in 2014. Retrieved 2014, from Carat: http://www.carat.co.uk/blog/what-you-need-to-know-about-mobile- advertising-in-2014/

Coulter, Keith S. and Coulter, Robin A. (2002). Determinants of trust in a service provider: the moserating role of length of relationship. Journal of Service Marketing, 16(1), pp. 35- 50.

Crosby, L. A., Evans K. R. and Cowles D. (1990). Relationship Quality in Service Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(July), pp. 68-81.

DavisF.D. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of information technology. MIS Quarterly, 13(3), pp. 319-339.

Doney, P.A. and Cannon, J.P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(April), pp. 35-51.

FishbeinM., & Ajzen.I. (1980). Understanding Attitudes and Predicting Social Behavior.
Englewood Cliffs. NJ: Prentice-Hall.

Fletcher, J. O., Simpson J. A., Thomas, G. (2000). The measurement of perceived relationship quality components: A confirmatory factor analytic approach. Personality and Social Psychology Bulletin, 26(3), pp. 340- 354.

Grönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2), pp. 99-113.

Jackson, Barbara B. (1985). Winning and Keeping Industrial Customers: The Dynamic of Customer Relationship. Lexington, MA: Lexington Books.

Jackson, D. (1989). Determining a Customer''s Lifetime Value. Direct Marketing, May, pp. 24– 3.

LovelockKehWirtz,. (2003). 服務行銷：人員、科技及策略. (方世榮, & 江季芸, 譯者) 台 北市: 華泰文化.

Mircosoft. (n.d.). Retail & Consumer Goods Industry Solutions: Deskless Productivity.
Retrieved 2014, from Mircosoft: www.microsoft.com/enterprise/industry/retail/retail- and-consumer-goods/deskless-productivity.aspx#fbid=Mz8Uwq8fIZv

Möller, K. amd Halinen, A. (2000). Relationship marketing theory: its roots and direction.
Journal of Marketing Management, Vol. 16, pp. 29-54.

Morgan, Robert M. and Hunt, Shelby D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), pp. 20-38.

Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), pp. 12-40.

Scott, W. (2002). The effects of incentives and personality on salesperson’s customer
orientation. Industrial Marketing Management, 31, pp. 309-615.

Smith, J. (1998). Buyer-seller relationships: Similarity, relationship management, and quality.
Psychology and Marketing, 15(1), pp. 3-21.

Solomon, Michael R., Carol Surprenant, John A. Czepiel, and Evelyn G. Gutman. (1985). A Role Theory Perspective on Dyadic Interactions: TheService Encounter. Journal of Marketing, 49(Winter), pp. 99-111.

Swan, John. E., Trawick, I. E. and Silva, D. W. (1985). How industrial salespeople gain customer trust. Industrial Marketing Management, 14(3), pp. 203-211.

Taylor S., & Todd, P. (1995). An integrated model of waste managient behavior: A test of household recycling and composting intentions. Environment and Behavior, 27, pp. 603-630.

Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information systems research, 11(4), pp. 342–365.

Venkatesh, V.; Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), pp. 186–204.

Webster, F. E. (1968, July). Interpersonal communication and salesman effectiveness. Journal of Marketing, Vol. 32, pp. 7-13.

Weitz, Barton A. and Bradford, Kevin D. (1999). Personal selling and sales management: A relationship marketing perspective. Journal of the Academy of Marketing Science, Vol. 27, Iss.2, pp. 241-254.

Woodside, A. G., & Davenport, J. W. (1974). The effect of salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11, pp. 198–202.

王海燕。 (2013)。 知識分享與顧客導向對顧客滿意與忠誠度的影響。 圓立交通大學經 管管理研究所碩士論文。

呂志峰。 (2004)。 銷售人員特性與關係品質之實證研究一以資訊服務業為例。 圓立交 通大學經管管理研究所碩士論文。

林建煌。 (2000)。 行銷管理，初版。 台北市: 智勝文化。

洪順慶。 (1995 年 12 月 21 日)。 一對一獲取顧客終生價值。 工商時報(33)。

張紹勳。 (2002)。 電子商店之關係品質模式-融合交易成本理論及科技接受模式的觀點。 政治大學資訊管理學象博士班博士論文。

莊景粥。 (1999)。 我圓網路銀行關係品質模式之研究。 大業大學資訊管理象碩士班碩 士論文。