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題名 | 臺北地區大型資訊賣場顧客關係品質之研究=Relationship Quality on Services Selling: A Csae Study of the Taipei Computer Superstores |
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作者 | 李天行; 劉政瞱; Lee, Tian-shyug; Liou, Cheng-yeh; |
期刊 | 輔仁學誌. 法管理學院之部 |
出版日期 | 19990000 |
卷期 | 29 1999[民88.] |
頁次 | 頁93-116 |
分類號 | 484.53 |
語文 | chi |
關鍵詞 | 關係品質; 顧客滿意度; 未來互動; 資訊廣場; SOCO量表; Relationship quality; Customer satisfaction; Future interaction; SOCO scale computer superstore; |
中文摘要 | 本研究探討台北地區新興大型資訊賣場中,銷售人員態度 、專業程度 、服務時 效性與顧客關係品質之關係,以及關係品質對顧客產品滿意度及未來互動意願的影響。研究 結果發現,大型資訊官場以教育程度高及男性顧客為主; 賣場銷售人員的專業程度尚可,但 處理顧客問題及掌握顧客需求的能力較差。顧客對育場銷售人員服務態度的認知差異頗大; 顧客關紉係品質偏低,而售後服務的時效性亦差;顧客對產品功能感到滿意,但對產品的包 裝及說明滿意度較低。而在關係品質、顧客滿意度及未來互動之預期方面,顧客關係品質受 銷售人員態度及服務時效性的影響;產品滿意度則受銷售人員顧客邁向程度、服務時效性及 關係品質的影響; 顧客未來互動之預期主要受產品滿意度及關係品質影事,其次則為銷售人 員之服務態度。 |
英文摘要 | The pmpose of this article is to explore the influence of salesperson behavior, professional knowledge, and on-time service on customer relationship quality, product satisfaction, and possible filture interactions in computer superstores in the Taipei metropolitan area. The result shows that the majority of the customers are male with high education levels. Salespersons have reasonable professional knowledge but lack the ability to handle customers' questions and demands. The variability of customers' viewpoints toward the service attitude of salespersons is pretty large. Customer relationship quality is low and the follow-up services are not good. Customers are satisfied with product functions, but not with packages and operating manuals of the products. Relationship quality is mainly influenced by salespersons' attitude and on-time service. Product satisfaction is mainly influenced by the degree of customer-orientation of salespersons, on-time service, and relationship quality. Future interactions are mainly influenced by product satisfaction and relationship quality. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。