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。

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.