以經營銷售觀點探討配銷商與零售商間之服務品質預期與感知對忠誠度的影響

Exploring the Impact of Perception and Expectation of Service Quality on Loyalty between Distributor and Retailer Based on the Perspective of Operation and Sale

與合作夥伴間的關係經營是組織營運發展的重要工作，尤其在供應體系中，上、下游間的互動直接影響經營與銷售的過程，並且在提供服務的過程中，對彼此將產生不同的預期與感知，進而影響彼此間的合作關係。先前的研究較少以經營銷售觀點進行強化合作夥伴間的互動關係探討，本研究因而以服務品質、關係品質與忠誠度為基礎探討配銷商與零售商的互動關係與通路經營管理。研究中先由文獻探討建立理論模式，再採個案研究法以不同國家的配銷商與零售商為對象進行研究，據此解釋服務品質、關係品質與忠誠度三者間的連結關係。研究結果得知，承諾是維持良好關係品質的重要內涵，而原關係品質中之滿意與信任並非維繫或增進關係品質的要素，但是信任乃是增強忠誠度的重要本質，並且提供滿足服務品質的衡量評價才能促進關係連接。其意涵為配銷商與零售商間要能滿足彼此服務品質的評價，才能建立合作關係進而增強雙方連結之忠誠信念，而承諾是彰顯關係品質以實踐忠誠度與提供優質服務品質之基石。本研究所獲得的結果，可供學界與業者進行銷售通路經營管理之參考。

Building and managing relationship between cooperative partners is an important work of organization development. Specially, the interaction between upstream and downstream organizations in supply chain directly influences on the business management and sale process. In addition, one company will bring about different expectation and perception for cooperative partner in the process of providing service to impact on cooperative relationship between them. Previous studies are less than discussing to improve the interactive relationship between cooperative partners based on the aspect of management and sale. The purpose of this study is to examine the interactive relationship and operation with management of channel between distributor and retailer based on service quality, relationship quality and loyalty. This study establishes theoretical model firstly through literature reviews and analyzes interactive relationship between distributors and retailers in Malaysia and Taiwan separately based on case study methodology. Then, this study explains the linkage relationship among service quality, relationship quality and loyalty within distributors and retailers according the result of cross case study analysis. The findings of this study show that commitment is a critical consideration to maintain goodwill relationship quality while satisfaction and trust which are existed in the original construct of relationship quality are not the elements to maintain or enhance relationship quality. But, trust is an important essence to improve loyalty in transaction process and providing measurement evaluation of satisfiable service quality can promote relationship linkage. The managerial implication is to firstly satisfy evaluation of service quality between distributor and retailer and then to establish cooperative relationship and also to improve the loyalty belief of both of them. In addition, commitment is a cornerstone to manifest relationship quality and then practice loyalty with provide excellent service quality. The results provide several important implications to practitioners and academicians of supply chain system for valuable references.