我國資訊產品流通業資訊科技運用程度與顧客滿意度之研究

Abstract

資訊產品流通業經過多年的發展，目前整體的競爭態勢已愈來越明顯，在網路及其相關行業蓬勃發展與國內資訊教育普及的趨勢下，將持續的成長，並呈現競爭白熱化的現象。因此，各家廠商無不極力建立其競爭優勢，以在此產業中佔有一席之地。對於資訊產品流通業而言，資訊科技的運用是成功的關鍵因素之一。因此，本研究企圖衡量流通業者資訊科技運用程度及其效益，並探討資訊科技的運用對資訊產品流通業者服務品質之貢獻。 本研究以資訊產品流通業之前三大廠商及其經銷商作為研究對象。藉由深入訪談的方式，探討流通業者運用資訊科技的情形；另外發放經銷商問卷以了解經銷商對其上游通路商之滿意度。最後，則探討通路商運用資訊科技的程度與經銷商滿意度之相關性。 研究結果顯示對於資訊產品流通業而言資訊科技運用程度愈高，顧客滿意度愈高。因此，流通廠商應持續加強資訊科技的投入，以增強服務的品質，創造更高的附加價值。另外，連結經營策略與資訊科技亦是非常重要的，資訊科技的運用不再侷限於系統需求的提供，而是更積極的介入策略的實現。

The information products distribution industry has developed for many years and now the competitive situation is very clear. In the trend that networking and related industries are flourishing and domestic information education is common, the firms are steadily growing up and the competitive situation is severe. Therefore, all firms do their best to build up their competencies. For information products distribution industry, the utility of information technology(IT) is one of the key success factors. So the purpose is to explore the distribution firms' IT utilization, effects, and the relationship between IT utilization and customers' satisfaction. The top three distribution firms and their customers were used as the target of sampling for data collection. To understand the IT utilization of the top three firms by deep-interview. Questionnaires were directed to the customers. Finally, induce the relationship between IT utilization and customers' satisfaction. The result of the study indicates that the higher IT utilization, the better customers' satisfaction in the information technology distribution industry. Therefore, the distribution firms should keep investing on IT.