跨國水泥業通路服務品質與關係品質對忠誠度影響之研究

A Study of Influence of Channel Service Quality and Relationship Quality upon Customer Loyalty of Multinational Cement Industry

本研究主要探討跨國台商水泥業通路服務品質與通路關係品質對通路忠誠度有何影響，且探討關係品質之中介效果。本研究以便利抽樣方式，於大陸發放問卷，共發出280份問卷，有效問卷共有249份，問卷有效率為92.5%。本研究結果發現跨國水泥業通路服務品質對通路關係品質有正面之顯著影響，通路關係品質對通路忠誠度有正面之顯著影響，通路服務品質之承諾性與回應性對通路忠誠度之購買忠誠有正面之顯著影響未成立，通路服務品質之關照性對通路忠誠度之購買忠誠有正面之顯著影響，通路服務品質之承諾性、回應性與關照性對通路忠誠度之口碑有正面之顯著影響。就水泥業而言，在經濟學上屬於寡占市場，各廠商間不僅相互牽制也會相互依賴，對於如何提高顧客對通路服務品質的認知是很重要的。一旦提高了顧客對於該種品牌服務品質的認知，通路關係品質也隨之增高，當顧客再次對水泥產生需求的同時，第一聯想到該品牌之水泥，通路忠誠度也將隨之提高。此外，從研究中也能發現，跨國台商水泥業通路服務品質對通路忠誠度之口碑有直接之影響，因此業主也須了解此因素，建立通路忠誠度，才能有正確的對策與方法，對於通路的掌握，能有較高的勝算。

The main purpose of the study is to discuss the influence of channel service quality and channel relationship quality upon channel loyalty of cement industry, and discuss the mediation effect of channel relationship quality.Questionnaires were used convenient sampling in China. A total of 280 questionnaires were delivered, 249 questionnaires were valid, valid respondent rate was 92.5%.This study revealed that channel service quality is positively associated with channel relationship quality on cement industry. Channel relationship quality is positively associated with channel loyalty. The promise and response of channel service quality have no associated with channel relationship quality. The care of channel relationship quality is positively associated with channel loyalty. Channel relationship quality is positively associated with the word-of-mouth of channel loyalty.