本研究旨在探討工業產品品質、顧客滿意度、轉換成本及轉換意願間之關 係。本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研究之架構 與假設，並選用適當的量表為研究工具，採用便利抽樣法進行抽樣。本研究問 卷調查對象主要為台灣工業產品廠商中其工作性質為使用或購買工業產品的人 員。問卷調查方式採透過熟識之企業與同業友人，以及研究者任職之企業內部 員工協助，並由研究者說明其研究目的，同時解說問卷填寫方式後發放，本研 究共發放155份問卷，有效回收樣本136份，有效回收率為87.74%。針對回收的 有效樣本136份資料，進行信度分析、敘述性統計、因素分析、相關分析及迴歸 分析，最後根據實證之結果提出結論與建議整理如下： 1. 工業產品品質的提升會提升顧客滿意度，其中以產品舒適與經濟性的提升對 顧客滿意度的影響最大。 2. 顧客滿意度的提升會降低顧客轉換意願，其中以產品或服務時效滿意度的提 升對顧客轉換意願的影響最大。 3. 顧客滿意度對轉換意願的影響會受轉換成本的干擾。 This study intends to develop a marketing strategy to retain our competitive advantage by understanding the effects of product quality, customer satisfaction, and switching cost on switching intention in industrial products. Beginning from the relevant literature, this study has established the structures and assumptions in accordance with its theoretical basis and selected the appropriate scale as research tools to do the questionnaire survey from the user and purchasers of industrial product manufactures in Taiwan. The research was issued through the assistance of researcher’s familiar corporations; industrial filed friends and the colleagues after explain the research goal by the researcher. In this research, total 155 copies are issued and 136 effective copies are received with an effective rate of 87.74%. With the 136 effective samples,this research has done the descriptive statistics, reliability analysis, factor analysis, correlation analysis and regression analysis. After the empirical research, the major findings as follows: 1. The industrial product quality has a significant positive effect on customer satisfaction, more precisely-the promotion of comfort and economic of product show the biggest effect to customer satisfaction 2. The customer satisfaction has a significant positive effect on switching intention, more precisely-the promotion of product and service satisfaction show the biggest effect to switching intention 3. The effect to customer satisfaction to switching intention is interfered with the switching cost.
