五、 結論與建議
5.3 後續研究建議
回顧本研究的過程及檢視研究結果之後，希望對後續研究者提供建議及參考，以使 未來的研究更加充分及完善。
1、本研究著重於以臺灣地區製造業資訊平臺用戶為例，後續研究者可擴展至其他企業 的研究。
2、本研究只研究關係利益、關係傾向、購置價格和顧客滿意度之間的聯繫，是以買方 對賣方的看法，是故後續研究可同時研究關係的兩方，進行變異數分析和共線性迴 歸分析，以得到更完善的比較及結果。
3、本研究以關係行銷、顧客支持的行為面來進行探討，並未探討客戶人格特質、組織 環境或制度面的問題。本研究建議未來的研究者可加入以上的問題，以比較不同的 客戶人格特質、制度或組織環境是否對關係行銷有不同層面的影響。
4、講求利潤的績效控制會引起臺灣地區製造業資訊企業不同的滿意與忠誠行為，亦引 起臺灣地區製造業資訊企業不同的歸因，影響交易者之間未來的期望估計。本研究 建議未來的研究者可以探討關係行銷與公司利潤績效的關係，以及對歸因的影響。
5、本研究所提出之研究架構，是否仍有補充及修正的需要，後續研究者可整理新文獻、
新資料，做一番增益，以建構一適合的模型，更符合關係行銷在企業的運用。
參考文獻
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[中文部分]
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附錄一問卷
關係行銷對企業持續銷售之影響之問卷
親愛的先生、小姐您好：這是一份學術研究問卷，主要目的是在探討製造業的資訊設備(服務)之顧客與服務廠商 之間的互動關係特性及觀感，對服務廠商未來在持續銷售上的影響狀況。本問卷分為四 部分(共 4 頁)，每題問項並無標準答案，請依直覺作答即可。
本問卷調查所得之資料僅供作學術統計分析之用，您所填答的內容資料不會對外公開，
請 您安心作答。最後，請您詳細並完整地填答每一道題目!!您的寶貴意見對於本研究成 果具有莫大影響，再次誠摯地感謝您熱心的幫忙與協助。
耑此敬頌
事業順利 平安喜樂
交通大學 管理科學研究所在職專班 指導教授 黃仁宏 教授
研究生 倪燕菁
Email:[email protected]
◆ 填答說明
請您在適當的□中打勾。
針對您目前往來合作的資訊服務廠商：
非 很 不 無 同 很 非 常 不 同 意 意 同 常 不 同 意 見 意 同 同 意 意 意
1. 你可以完全信任服務人員。 □ □ □ □ □ □ □ 2. 你知道你會得到什麼樣的服務水準。 □ □ □ □ □ □ □
非 很 不 無 同 很 非 常 不 同 意 意 同 常 不 同 意 見 意 同 同 意 意 意
1.你和業務員或服務工程師之間有友誼關係 □ □ □ □ □ □ □ 2.你與業務員或服務工程師熟識。 □ □ □ □ □ □ □ 3.廠商的業務員或服務工程師知道您的名字。 □ □ □ □ □ □ □ 4.您熟悉為您提供服務的業務及工程師。 □ □ □ □ □ □ □
1.你覺得你獲得了較快速的服務。 □ □ □ □ □ □ □ 2.你覺得你獲了較優惠的價格。 □ □ □ □ □ □ □ 3.你覺得你獲得了較優先的接待。 □ □ □ □ □ □ □ 4.你覺得你獲得了別人所沒有的特別服務。 □ □ □ □ □ □ □ 5.你覺得你獲得了較多的折扣。 □ □ □ □ □ □ □
1.與這家廠商接觸時，即使有些不便，你仍然願意接受。 □ □ □ □ □ □ □ 2.你認為你應該對廠商的努力提供友善的回饋。 □ □ □ □ □ □ □ 3.你預期廠商未來將提供給你的好處會超過你現在付出的成本。 □ □ □ □ □ □ □ 4.你認為向已經建立關係的廠商費，會是一椿好買賣。 □ □ □ □ □ □ □
1. 你覺得這家廠商給你信賴的印象。 □ □ □ □ □ □ □ 2. 你覺得這家廠商可靠 □ □ □ □ □ □ □ 3. 這家廠商如果舉辦新活動或推出新產品活動，你一定會參加。 □ □ □ □ □ □ □
1. 你願意一直延續與這家廠商的關系。 □ □ □ □ □ □ □ 2. 你比較傾向與跟已經建立關係的廠商購買。 □ □ □ □ □ □ □ 3. 你會希望成為這家廠商的顧定顧客。 □ □ □ □ □ □ □ 4. 你很珍惜與這家廠商的關系。 □ □ □ □ □ □ □ 5. 即使其他廠商提供誘人的優惠，你仍不會考慮更換廠商。 □ □ □ □ □ □ □
非 很 不 無 同 很 非 常 不 同 意 意 同 常 不 同 意 見 意 同 同 意 意 意
對於目前最常合作的資訊服務廠商:
1. 大致上，你對這廠商提供的服務感到滿意。 □ □ □ □ □ □ □ 2. 你覺得，當初選擇這家廠商是個正確的決策。 □ □ □ □ □ □ □ 3.. 這家廠商的服務總是符合你的期望。 □ □ □ □ □ □ □ 4. 這家廠商所提供的服務品質有高度的一致性。 □ □ □ □ □ □ □ 5. 因為服務滿意，你會願意一直延續與這家廠商的合作。 □ □ □ □ □ □ □ 6.你覺得，這家廠商提供的服務值得你花這麼多錢。 □ □ □ □ □ □ □
當您長期與某家資訊服務廠商合作之後，
1. 你願意付出較其他廠商多一點的成本在你信任的廠商。 □ □ □ □ □ □ □ 2. 對於產品採購價格多 5%，是你可以提供給這家廠商最大的
價格空間。 □ □ □ □ □ □ □
3. 在獲得相同利益情況下，你願意在這家廠商購買，
並支付相對於其他廠商較高的價格。 □ □ □ □ □ □ □ 4. 即使這家廠商產品價格較高，你仍會選擇這家廠商。 □ □ □ □ □ □ □
1.性別 □男 □女 2.出生年 民國 ﹝ ﹞年
3.職位屬性 □資訊服務使用者 □資訊服務設備管理單位(提供者)
□資訊設備(服務)採購人員
4.公司年資 □0~3 年 □4~5 年 □6~10 年 □11~15 年 □16 年以上 5.公司資本額 □0~500 萬 □501~1000 萬 □1001 萬~5000 萬 □5001 萬以上
附錄二 問卷彙總表
你相信服務會被正確的完成。 非常同意
你和業務員或服務工程師之
您熟悉為您提供服務的業務
你覺得你獲得了較優先的接
與這家廠商接觸時，即使有些
你認為向已經建立關係的廠
這家廠商如果舉辦新活動或
你會希望成為這家廠商的顧