在全球化高度競爭的今天，一個國家的國力，具體展現在該國政府的競爭力上。為提高國家競爭力，民意代表必須深切瞭解民眾的需求，並透過高滿意度的選民服務，將民眾的政策需求與政府回應，作一有效的功能連結。基於此一體認，本研究針對中和市民進行實證問卷調查，探討民眾重視的服務品質為何? 而民意代表是否能適切的滿足民眾的服務品質需求? 民眾服務品質需求的滿足是否會影響投票行為的意向?本研究主要的研究發現如下： 一、 民眾預期服務品質重要程度與實際滿意程度呈現顯著落差現象，表示民意代表的服務品質仍有加強之處，其中落差最大的是回應性(responsiveness)及可靠性(reliability)，表示在民意代表的服務當中，似應加速對民眾各種問題的回應，並給予民眾可靠的信賴感。 二、 在服務品質中有形性(tangibles)、回應性、可靠性、保證性(assurance)與關懷性(empathy)均會正向影響民眾整體服務的滿意程度; 其中關懷性的滿意度對於民眾的整體服務滿意度影響最大，表示民意代表服務要讓民眾滿意，最重要的還是要經常給與民眾關懷。此外，關懷性的滿意度對於選民忠誠度的影響也甚大。 三、 民眾整體滿意度，確實能提高選民的忠誠度。對民意代表而言，致力提昇各項服務品質，提高民眾整體滿意程度，就能轉換成實際的選票，此點頗值民意代表注意。 關鍵詞: 選民服務，民眾的服務品質，民眾整體滿意度，選民的忠誠度，投票行為。 / In today’s highly competitive globalization world, a country’s National Power is concretely demonstrated on the competitiveness of its government. In order to enhance the national competitiveness, the elected representative should then thoroughly understand the demands for the public, through the constituency service with high satisfaction to initiate an effective functional link between the populace’s policy demand and the governmental response. Based on this realization, this study carries out the empirical questionnaire survey on Jhonghe City citizens to discuss what service qualities they will pay much attention to? And whether the elected representatives could properly satisfy the populace’s service quality demand? Whether the satisfaction of the populace’s demand on service quality will affect their intention of the voting behavior? The major findings of this research are as follows: 1) There are differences between the populace’s anticipation of the importance of the service quality and their actual satisfaction, which indicated the service quality of the elected representatives still has room to be improved; among which, the biggest differences are “responsiveness” and “reliability”, which indicated in the elected representatives” services, there should be accelerate responses to the questions proposed by the populace, and provide a sense of reliability to the populace. 2) Within the service quality, there are “tangibles”, “response”, “reliability”, “assurance” and “empathy”, and these will all positively affect the satisfaction of the populace integral service; and the satisfaction toward “empathy” has the strongest effect on the satisfaction of the populace integral service, indicating that if the elected representatives want to satisfy the populace, it is very important for them to give empathy to the populace. In addition, the satisfaction toward “empathy” level also affects the populace’s degree of loyalty. 3) The populace’s overall satisfaction can actually increase the populace’s loyalty. As for the elected representatives, devotedly enhance their services quality and increase populace’s overall satisfaction, that could be then transformed into the actual ballot, and this is worth for the elected representatives paying attention to. Keywords: constituency service, populace’s service quality, populace’s overall satisfaction, populace’s degree of loyalty, voting behavior.

地方稅為地方財政用來支應地方公共建設、都市發展之重要來源，屬聯繫著地方區域發展之關鍵，然而因應電子化政府及稅務自動化之來臨，稅捐稽徵服務品質軟硬體相對改善，進一步探討服務滿意度是否與軟硬體設備呈現等比例提升，似屬時勢所趨。 本研究在了解服務滿意度相關文獻後，以服務人員態度滿意度為指標，透過供給面、需求面，及其他整體變數等面向，以迴歸分析方法進行探討服務滿意度之影響因素。研究結果顯示，影響因素有年度、科（課）別數、老年比率、服務業就業者比例、稅務人員均齡、平均消費傾向、自用住宅比例、課稅收入占歲入來源比例，其中呈現負相關的有老年比率、平均消費傾向、稅務人員均齡等三項。 基於研究結果顯示，本文提出下列政策性建議： 一、臺灣在邁向社會高齡化之人口結構的同時，老年人口因收入來源減少，稅務機關應透過活動進行租稅宣導節稅方法。 二、若地方區域具有高消費特性，稅捐稽徵應透過租稅教育，以期讓納稅義務人了解租稅相關規定，及注意徵納雙方於稅捐稽徵過程之溝通。 三、建議地方稅捐稽徵機關應進行稅務人員培育訓練，並給予適時心理諮詢等。 關於滿意度問卷調查因受訪者情境影響，涉及受訪者個人認知、個人生活背景等，所以探討服務滿意度宗旨，應以整體性服務品質之相對提升為主，似乎較能符合稅務稽徵服務之特性。

隨著母乳哺育觀念的普及化，部份哺乳媽媽有多餘的奶水，希望有機會分享給他人，臺灣第一座母乳庫於2004年12月開幕以來至今已將近4 年，為使其早產兒能有源源不斷之捐贈母乳可享用，因此需靠這些捐乳媽媽能持續不斷的捐乳，故如何提升這些捐乳媽媽持續捐乳，這個議題值得深究。 本研究旨在了解捐乳媽媽捐乳動機、家庭支持及捐乳服務滿意情形，以質性研究之「半結構式深度訪談」方式，訪談12人。 本研究發現：一、助人行善，可積福報：捐乳媽媽的捐乳動機與是否為做善事行為有似乎有較大影響力。二、行有餘力，捐贈餘奶：家庭經濟好捐乳媽媽可專心哺餵母乳其泌乳量源源不絕，對於知識認知及教導的吸收度似乎會影響其執行率，更間接影響其再捐乳動機。親朋好友及網路訊息得到母乳庫可以捐乳可以引發捐乳媽媽捐乳動機。三、足夠訊息，引發動機：門診產檢及住院期間即作宣導可以增加捐乳量。四、親朋欽羨，激勵捐乳：家人對捐乳有正向看法並且捐乳活動全家能夠一起動起來，支持系統增強。五、宗教信仰支持助捐乳：宗教信念之支持，捐乳媽媽大都因有此概念更願意捐乳，分享愛給需要的寶寶。六、寶寶健康，泌乳量增：捐乳者的寶寶越健康似乎讓媽媽信心大增泌乳量持續增加會更願意捐乳。七、哺乳經驗，有助捐乳：第二胎、媽媽、姐妹有哺乳經驗者可支持捐乳媽媽捐乳。八、溫馨服務，以客為尊：捐乳媽媽對於捐乳服務很滿意，持續捐乳。九、捐乳時間，力求彈性：彈性開放時間讓上班族便利性增加，捐乳媽媽滿意覺得方便性是重要影響因素。十、捐乳滿意，推廣他人：服務滿意，更可讓捐乳媽媽有意願推廣他人來捐乳。 本研究根據提供以下建議：ㄧ、捐乳動機：增強宣導內容，以利捐乳：訊息宣導內容以幫助早產兒渡難關為主打主題再以助人行善幫自己寶寶積福報為理念，捐乳為舉手之勞更能夠有成就感；慎選對象，捐乳率高：宣導捐乳的對象首選社經地位高，經濟優渥學歷高之媽媽；訊息傳遞，產前開始：由門診產檢時或是在住院期間即作宣導。二、支持來源-家庭支持：家庭支持，組成團隊：母乳庫組成支持團體給予適時關心掌握捐乳家庭使之持續捐乳。三、捐乳服務滿意：親切服務，持續捐乳；增加車位，彈性時間：解決停車位的問題及開放彈性捐乳時間。 / With the popularization of the concept of breast-feeding, some nursing mothers with extra milk, and hope to have the opportunity to share to others, Taiwan's first breast milk bank opened in December 2004 has been nearly 4 years for it to have premature children steady flow of donated breast milk can enjoy, so be donated by the mother can breast milk continued to donate, how to improve these mothers continue to donate breast milk donation, the subject worth studying. This study was to donate breast milk donation mother, motivation, family support and service satisfaction donated milk cases to qualitative research "semi-structured interviews" approach, interviews 12. The study found that: first, to help others do good, be positive reward: milk donation mother's motives and whether the milk donated to charity behavior seems to have more influence. Second, any energy left, donated more than milk: milk donation families well breastfeeding mothers can concentrate on their milk yield inexhaustible knowledge of cognition and instruction for the degree of absorption seems to affect the rate of implementation, even indirectly affect donate another milk motivation. Friends and network information can be donated breast milk bank to donate breast milk can cause milk donation mother motivation. Third, sufficient information, cited Engine: hospital out-patient check-and that is to donate milk yield can increase public awareness. Fourth, gained the admiration of friends, encouraging milk donation: the family's donation has a positive view of milk and milk donation activities the whole family can work together to move, support system enhancement. Fifth, religious support to help to donate milk: religious beliefs, support, donor milk mother mostly due to the concept are more willing to donate milk to share love to the needs of the baby. 6, baby health, lactation increase in volume: donor milk more healthy baby who seems to have greatly increased the confidence of lactating mothers continued to increase the amount will be more willing to donate milk. 7, breastfeeding experience, help to donate milk: a second child, mother, sisters, can support other nursing mothers to donate milk to donate milk. 8, warm service, customer-oriented: to donate breast milk donation mother to a very satisfactory service, continuing to donate milk. 9, donated milk time, seek flexibility: flexible opening hours for the convenience of office workers increased milk donation mother satisfied that convenience is an important factor. 10, donated milk satisfaction, promote others: service satisfaction, but also the willingness to donate milk mothers to donate milk to promote others. This study offers the following suggestions: Your donations, milk motivation: increased content of propaganda, in order to facilitate donor milk: the message content of propaganda to help tide over the crisis in premature children to play the theme-based charity to help people help themselves and then the baby product reward for the idea of donation milk for the little things better to have a sense of achievement; carefully choose targets, high milk donation: the object of propaganda to donate milk the first choice of high social status, economic generous educated the mother; message delivery, prenatal start: from the clinic for check-ups or when during hospitalization or for advocacy. Second, sources of support - family support: family support, the composition of the team: the composition of breast milk library support group to donate milk to give timely concern to control the family continued to donate milk to make it. Third, donor milk service satisfaction: friendly service, continued to donate milk; increase in parking spaces, flexible time: to solve the problem of parking spaces and open flexible hours to donate milk.

台灣長久以來的補習文化，偏向於填鴨式的傳統教室學習方法，而近年來由於網際網路的發達，web 2.0的技術精進，使得利用網路互動的機率越加頻繁，線上學習成為未來語言學習的趨勢。此研究中，藉由實體語言學習機構與線上語言學習機構之整合行銷組合的不同，了解整合行銷策略與業績表現是否有絕對性的正面幫助，並探討其所創造的品牌價值、溝通效益、服務品質、與顧客忠誠度之間的關係。 而網際網路亦使傳統行銷方式受到衝擊，網路行銷成為現今行銷策略的趨勢，有別於舊有的傳統行銷方式，網路行銷提供沒有國界的資訊交流，便利即時的回覆機制，以及完整的成效分析。現今企業對於網際網路的運用已漸趨成熟，透過網路與顧客溝通，成為最有效率及效能的互動模式。值得注意的是，網路溝通較難依法管理，對於可能產生的負面效益，需要嚴密監督並控管。 主要研究結論為：兩個個案均顯示整合行銷策略經由市場機制不斷產生變換，並直接影響來客率及簽約率。而網路行銷較傳統行銷成本更低，且更容易追蹤並分析每個來源的投資報酬率，媒體置換時間可依照點擊轉換率的表現而縮短，即時性與有效性都增高。網路行銷的溝通語言可依顧客屬性而客製化，針對個人一對一的溝通模式也容易形成較佳的顧客關係，因此品牌忠誠度高，續約率以及轉介率皆同時提昇。 / In this research, through two separate projects, I will expound on the difference between the integrated marketing strategy employed by location-based language institutes and by web-based language institutes, and their positional marketing strategies versus profit performance. I will also examine the brand value, potential clients’communication channels, and customer loyalty maintenance created by traditional and online marketings, as well as the possible ramifications of ever-changing marketing mediums. Can these marketing models effectively and efficiently increase profit, build customer relations and loyalty, and decisively influence the management of brand image? The world-wide-web has not only impacted traditional marketing, but has become the preferred communications, and unlike the traditional, it provides borderless information exchange and real-time feedback for comprehensive performance evaluation. As companies mature in their use of the world-wide-web, they are able to utilize the internet to communicate with customers to foster an efficient and effectual interaction. Main conclusions are as follows: both projects suggest that integrated marketing communications continue to change with market systems, and directly influence the number of customer visits and the rate of conversion. Online marketing is inexpensive in contrast to the traditional, and is much easier to track for return-on-investment analysis, thereby allowing for more rapid change of advertisement slots according to performance, raising the responsiveness and return. Online marketing communication can be customized to appear more personal and achieve better customer relations, which in turn increases brand loyalty and referral rate.

網際網路的發展及行動裝置的普及已將電子商務的發展帶往新的競爭環境，傳統企業除須體認技術不斷創新對企業發展的重要性外，舊有的服務必須透過加入更多的附加價值才能夠增加企業的競爭能力，隨著這股電子商務創新風潮演變並延燒到全球，不論是金融業、實體零售業，皆受到這股電子商務創新風潮的影響，而這股創新的風潮甚至可能導致產業革命。企業若要維持市場競爭能力，除了要盡量降低營運成本，提高生產與管理的效率外，還要能夠滿足客戶各種需求，並應隨時檢視傳統營運流程，充份利用科技技術與生產及服務流程整合，來維持企業管理及服務的優勢，然而，電子商務雖有效簡化企業的作業成本，但跨界整合的趨勢卻也對企業發展帶來新的挑戰，因此企業如何透過一套實用的方法來發展或改善及其電子商務流程，並藉由其獨特創新的服務來加強企業的競爭優勢，更是企業當今面臨的重要議題。 然而當今學術界對於流程管理以及電子商務的研究相當多，但把流程管理應用在電子商務流程創新的研究卻相對較少，故本研究探討有關電子商務理論、企業流程管理、企業流程再造、企業流程創新、企業系統規劃、服務品質、關鍵時刻等相關文獻做為基礎，由客戶需求及服務滿意度的觀點，藉由分析及整理相關流程改善的成功關鍵因素，建構一套電子商務流程創新的方法論，以個案來進行行動研究，依據這套方法論的步驟，發掘個案電子商務流程的問題及其可改善的機會，同時藉由內部探討及借鏡外部標竿企業的創新案例，找出個案公司電子商務流程可能的創新機會，並透過理論基礎檢視本方法論的可行性後，證實透過本研究所建構之電子商務流程創新的方法論確實有其參考價值，提供目前正在發展電子商務或即將投入電子商務發展的企業，做為設計其獨特電子商務平台的參考。 / The increasing use of internet and the growing popularity of mobile devices have created a new competitive environment on the Electronic Commerce (EC) platform. Businesses must develop add-on values in services to strengthen the competitiveness. Under the inevitable trend of global EC, not only the retail industry but also financial industry has been highly affected. This Innovative wave may even lead to an industrial revolution. In order to keep the market competitiveness with EC, enterprises would need to shift focus from cost, productivity and operating efficiency to customer needs. Enterprises nowadays are facing the challenges of modifying existing processes and integrated technology to provide customers with most suitable and innovative services. The research objective is to develop a practical methodology to evaluate and redesign the e-business processes of a firm and enhance their competitive advantage. This study investigated concepts and methodologies in e-commerce, business process management, business process reengineering, business process innovation, business systems planning, service quality, and moment of truth. Based on the perspectives of customers’ needs and service satisfaction, the study analyzed and integrated critical success factors of process improvement and process innovation to construct a methodology for e-business process innovation. With an action research process this study tested the proposed methodology on EC processes in a financial institution and discovered e-business process issues and innovation opportunities. The proposed methodology was validated and the feasibility of the methodology was verified by theoretical considerations, and proved to have reference value for enterprises in developing unique innovations in e-business services.