| DC 欄位 |
值 |
語言 |
| DC.contributor | 資訊管理學系 | zh_TW |
| DC.creator | 賴哲文 | zh_TW |
| DC.creator | Che-wen Lai | en_US |
| dc.date.accessioned | 2010-7-21T07:39:07Z | |
| dc.date.available | 2010-7-21T07:39:07Z | |
| dc.date.issued | 2010 | |
| dc.identifier.uri | http://ir.lib.ncu.edu.tw:88/thesis/view_etd.asp?URN=974203010 | |
| dc.contributor.department | 資訊管理學系 | zh_TW |
| DC.description | 國立中央大學 | zh_TW |
| DC.description | National Central University | en_US |
| dc.description.abstract | 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。
| zh_TW |
| dc.description.abstract | 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.
| en_US |
| DC.subject | 資訊服務特性 | zh_TW |
| DC.subject | 關係品質 | zh_TW |
| DC.subject | 長期關係導向 | zh_TW |
| DC.subject | 服務轉換障礙 | zh_TW |
| DC.subject | 顧客涉入 | zh_TW |
| DC.subject | characteristics of IT services | en_US |
| DC.subject | relationship quality | en_US |
| DC.subject | long-term orientation | en_US |
| DC.subject | switching barrier | en_US |
| DC.subject | customer involvement | en_US |
| DC.title | 企業顧客長期關係導向之影響因素研究—資訊服務之探討 | zh_TW |
| dc.language.iso | zh-TW | zh-TW |
| DC.title | A Study on the Factors Affecting Long-Term Orientation in Customer Relationships–The Case of IT Services | en_US |
| DC.type | 博碩士論文 | zh_TW |
| DC.type | thesis | en_US |
| DC.publisher | National Central University | en_US |