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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74266

    Title: 供應商與通路商關係品質之研究 : 從消費者知覺價值觀點探討
    Other Titles: A study of the relationship quality between suppliers and channels : from consumers point of view of perceived value
    Authors: 王淑美;Wang, Shu-Mei
    Contributors: 淡江大學企業管理學系碩士在職專班
    李月華;Lee, Yueh-Hua
    Keywords: 關係品質;知覺價值;企業形象;服務品質;Relationship Quality;perceived value;Company Image;Service Quality
    Date: 2011
    Issue Date: 2011-12-28 18:19:58 (UTC+8)
    Abstract: 台灣的近視人口每年以1~2%正數成長,人口老化問題,更帶動老花矯正眼鏡市場的快速成長。目前全台眼鏡零售通路約有5,000家左右,相較於台灣總人口數,眼鏡店的分佈比率堪稱是全世界密度最高,通路間的競爭非常激烈,削價競爭是最常見的促銷手法,卻最直接會影響到產品的品牌價值及形象。對消費者而言,光學鏡片的產品涉入程度高,在購買決策過程中相當倚賴銷售人員的建議。因此,光學鏡片供應商將通路經營視為主力重點,以提昇通路商黏著度。



    In Taiwan, the myopia population is increasing by 1~2% annually, and presbyopia correction has driven the optical lenses market increasing rapidly because of population aging. Currently, around 5,000 optical shops in Taiwan, the penetration rate is extremely high compared with other countries. In order to deal with the fierce competition, price war is the most common promotion for the shops. However, it’s not good for the suppliers, and that could damage the brand image and value of the products. Customers rely heavily on optometrists to recommend the lenses including brand and specification when purchasing. The reason is that customers still don’t understand much about the features of optical lenses, therefore, the optical lenses suppliers focus on B2B promotions heavily, thus improving the relationship with channels.

    This research was aimed at exploring the relationship among consumers’ perceived value, company image, brand awareness, service quality and relationship quality.

    Quota sampling was used in this study. Members were selected from employees who work for optical shops in Taipei. A total of 100 questionnaires were handed out by salesmen of an international optical supplier. After data analysis, here are conclusions:
    1.Suppliers’ company image and brand awareness would not influence consumers’ perceived value.
    2.Consumers would feel higher perceived value when suppliers provided higher service quality to channels.
    3.Consumers’ perceived value would positive influence the relationship quality between suppliers and channels.
    4.Company image and brand awareness would influence regional small chains.
    5.Service quality would influence gender, female would be higher.
    6.Consumers’ perceived value would influence age.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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