21世紀是服務的年代，在企業追求成長，人人重視服務的同時，企業也紛紛轉型為客戶導向型的組織，客戶服務中心也成為企業轉型的引導中心。客戶服務中心是企業的聯繫中心、互動中心、管理中心，所以，當客戶服務中心在企業中地位日益重要的情況下，客服中心如何運用管理策略來提升客服中心的服務品質也日顯重要。客戶服務中心以客戶為主，為顧客提供正確及可靠的產品相關資訊，並展現良好的服務給予顧客，以獲得較佳的經營績效。 本研究以A壽險公司為例，透過實際訪談及觀察，探討客服中心的運作管理模式，在組織中的定位，專業客服人員的教育訓練，以及目標管理績效指標評估等。了解客戶服務的重要關鍵以及提供服務的能力，另外服務系統相關的部門對客服中心支援程度也是影響服務品質關聯性的要因。 在個案探訪後發現，客服中心的營運與策略定位有絕大的關聯性，要有熱忱的客服中心專業人才，對客戶服務的認知深入與領導才能的管理者，加上適當的組織授權與資訊整合的幫助，乃是成功客服的必備條件。服務品質管理方面，須訂定適當的關鍵衡量標準，現場管理程序，質量監控規範，以及完善的服務作業流程。根據業務發展需要及環境改變狀況，持續不斷的改進。 關鍵詞：客服中心、管理策略、 服務品質、顧客滿意度、目標管理 / The 21 century is an age of services. Enterprises pursues growth and people demand services. At the same time, enterprises transform themselves into customer-oriented entities in succession. Customer service center leads enterprise transformation. Customer service center is centers of communication, interaction, and management in the enterprise. When the customer service center is gaining significance, therefore, how to utilize management strategies to improve the customer service quality becomes increasingly important. Customer service center focuses on customers. It provides customers with correct and reliable product related information and good services in order to improve the operational performance. This study uses company A as an example. With field research and observation, this study analyzes the operational and managerial patterns of the customer service center, the position in an organization, the trainings of professional customer service personnel, and the evaluation of objective management and performance management. This study shows how the customer service center understands the key factors of customer services and the ability to provide services. In addition, the supports from other service related departments are also key factors of customer service quality. The discovery of the case study shows that the operation of the customer service center and enterprise strategic positioning are closely related. Enthusiastic customer service professionals, deeply understanding of customer services and leadership, and appropriate organizational empowerment and information technology integration are essential requirements of a successful customer service center. In the aspect of customer service quality management, proper evaluation standards, line management procedures, quality control standards, and complete customer service workflow are required. Continuous improvements are applied in accordance with the needs of operation development and the changes in the environmental status quo. Keywords：Customer Service Center, Management Strategies, Service Quality, Customer Satisfaction, Objective Management.

隨著現代資訊科技與資訊社會的發展，檔案管理業務亦相應產生變革，為了因應檔案管理業務之進展，加強檔案管理人員的專業能力，並促進專業持續發展，檔案管理繼續教育有其必要性。 本研究透過文獻探討，瞭解國內、外檔案管理繼續教育實施管道和課程內容，再藉由問卷，調查曾經參加檔案管理訓練課程的檔案管理人員，對於繼續教育的滿意度和未來需求，最後以深度訪談法，蒐集國內培訓單位與參訓檔案管理人員對繼續教育訓練資源的意見，以探討國內檔案管理繼續教育之發展。 本研究主要提出以下結論：(一)國內、外檔案主管機關強調實務訓練，專業學會或培訓機構則提供廣泛專業學理和實務知能，支援檔案管理人員發展專業。(二)參訓檔案管理人員對於參加繼續教育的整體經驗感到滿意，並肯定繼續教育有助於提升專業知能及促進社群交流；(三)檔管人員期許培訓單位提供具有進階性、新穎性，且能應用於實務工作的繼續教育。(四)檔案管理人員呼籲主管機關推動專業人員認證制度，強化檔案管理人員專業地位。(五)國內培訓單位應從課程內容、進修管道及遠距教學等面向，發展檔案管理繼續教育訓練資源。 根據研究結果，本研究對國內培訓單位提出六項建議：(一)維持基礎與進階兩層次的核心課程，另增設專題性課程。(二)提供課程大綱與介紹，安排豐富多樣性的教學內容。(三)增加大臺北地區以外的繼續教育進修管道。(四)開設檔案管理學分班或在職進修專班。(五)建立檔管人員社群交流平台。(六)檔案主管機關加強檔案知識的橫向宣導，並推動檔案管理人員專業資格認證。 / With the development of modern information technology and information society, archives management work also consequential changes, in order to enhance professional competence of archivists, and to promote professional development, archives management continuing education is necessary. This study explored the way of the domestic and foreign authorities and professional institutions offering archives management continuing education and their training courses, and then surveyed the continuing education satisfaction and needs of archivists. Besides, the study also interviewed with domestic training institutions and archivists who have lots of training experience. Finally, the study discussed on the development of domestic archives management continuing education. The study made the following conclusions: (1) Domestic and foreign archives authorities stressed practical training, professional societies or professional training institutions provides extensive theoretical and practical knowledge to support the professional development of archivists. (2) Archivists are satisfied with the overall experience of participating in archives continuing education courses. Most participants agreed that continuing education help to improve professional abilities and knowledge, and to promote the knowledge exchange among archivists. (3) Archivists need advanced courses, or courses about practice and new archival issues. (4) Archivists expect the archives authorities to promote the professional certification, strengthening the professional status of archivists. (5) To develop our continuing education resources by improving the course content, increasing training opportunities, and offering distance learning or E-learning. According to the conclusions of the research, there are six suggestions as follows: (1) In addition to original basic and advanced courses, Training institutions may offer additional courses about specific subject. (2) Training institutions should provide the course outline and course introduction, and arrange a rich diversity of course content. (3) To increase the opportunities of attending archives continuing education for archivists who come outside Taipei area. (4)To offer credit classes or in-service continuing education classes. (5) To establish knowledge exchange platform for archivist community. (6) The archives authority should enhance the archival knowledge to the whole government agency, and promote the professional certification.

本研究旨在探討我國國民中學教師知覺領導者—成員交換關係、教師工作滿意度與教師離職傾向之實際情形，並瞭解領導者—成員交換關係對教師離職傾向的影響以及研究教師工作滿意度是否具有中介效果。 研究方法為文獻分析與問卷調查法。研究對象為桃園縣國民中學教師，共發出450份問卷，可用問卷共383份，可用率達85.11％。問卷回收後分別以因素分析、信度分析、描述性統計、t考驗、單因子變異數分析、Pearson積差相關、多元逐步迴歸及逐步階層迴歸分析等統計方法進行研究。根據研究結果與分析後歸納之結論如下： 一、桃園縣國民中學教師知覺領導者—成員交換關係為中等程度，以「情感」之知覺程度為最高，「貢獻」之知覺程度最低。 二、桃園縣國民中學教師在工作滿意的知覺為中等程度，以「自我實現」的知覺為最高，「工作壓力」之知覺為最低。 三、桃園縣國民中學教師在離職傾向的知覺現況為低程度。 四、不同背景變項的桃園縣國民中學教師知覺領導者—成員交換關係、教師工作滿意度與教師離職傾向的程度有差異。 五、桃園縣國民中學教師領導者—成員交換關係、教師工作滿意度與教師離職傾向的知覺，彼此間具有顯著相關。 六、領導者—成員交換關係與教師工作滿意度對教師離職傾向有顯著的聯合預測力，其中以「同僚關係」的預測力最高。 七、教師工作滿意度在領導者—成員交換關係對教師離職傾向的影響上具有中介效果。 最後，根據研究結果提出建議，以供教育行政機關、國民中學學校校長、教師及後續研究之參考。 / This study aims to investigate the current development of the junior high school leader-member exchange, teacher job satisfaction, and teacher turnover intention in Taoyuan County, and to discuss the influ- ence of leader-member exchange and teacher job satisfaction on teacher turnover intention and to test whether teacher job satisfaction is a signi- ficant mediator or not. The research process combines literature review and questionnaire method. Teachers in Taoyuan County public schools are the main survey subjects. Totally 450 questionnaires were distributed to schools, and 383 are valid, which the amount of usefulness is around 85.11%. The data is analyzed through the statistics method of factor analysis, reliability analy- sis, descriptive statistics, t-test, one-way ANOVA, Pearson product- moment correlation coefficient, multiple stepwise regression analysis and stepwise heirarchical regression analysis. The findings of the study are follows: 1. Teachers in Taoyuan County public schools show median level of perception in leader-member exchange while “affect” is the highest, and “contribution” is the lowest. 2. Teachers in Taoyuan County public schools show median level of perception in teacher job satisfaction while “self-actualization” is the highest, and “work intensity/load” is the lowest. 3. Teachers in Taoyuan County public schools show low level of perception in teacher turnover intention. 4. Teachers with different background show different opinions in leader-member exchange, teacher job satisfaction, and teacher turnover intention. 5. The relations among leader-member exchange, teacher job satisfaction, and teacher turnover intention are significant. 6. Leader-member exchange and teacher job satisfaction show significant predictability to teacher turnover intention while “colleague relationship” is the highest. 7. Teacher job satisfaction functions as a significant mediator between leader-member exchange and teacher turnover intention. According to the above conclusions, the research proposed relevant suggestions to be referenced by education administrative organizations, junior high school principals and teachers, and future researches.

隨著台灣少子化的衝擊和托育公共化政策推動下，使得幼教經營競爭越趨激烈。政府的公立幼兒園，雖然收費低廉，因為受政府諸多法規與行政制度的制約，常發生經營效率不佳；整體的品質不如私立幼兒園。為了不與民爭利及幼教發展的多元化，於是有了公辦民營幼兒園的政策推動。而有少數一、二家營運不佳而關門大吉，為了使公辦民營幼兒園的政策能更成功推廣下去。本研究想探討造成公辦民營幼兒園經營效率良窳的影響因子，而「家長滿意度」就是幼兒園品質一項重要觀察指標。根據文獻探討得知「資源基礎」和「品牌權益」是影響「家長滿意度」的主要因素，故本研究主要在探討公辦民營幼兒園將投入何種策略性「資源基礎」對「品牌權益」及「家長滿意度」具有影響力，同時也了解「品牌權益」是否具有中介效果? 本研究採用文獻分析法和問卷調查法進行研究。文獻分析法方面分別探討「資源基礎」實施情形、「品牌權益」與「家長滿意度」三者中，兩兩之間的關係。也進一步探討在公辦民營幼兒園中，「資源基礎」實施情形與「品牌權益」是如何影響「家長滿意度」。而在問卷調查法方面，以「公辦民營幼兒園實施資源基礎、品牌權益與家長滿意度調查問卷」為研究工具，並以大台北地區19家之公辦民營幼兒園之2492為幼兒家長為研究對象，採用便利抽樣方式進行問卷調查，共發放1,833份，剔除無效問卷後，回收有效問卷回收數為1,136份，有效問卷回收率為61.97%。 本研究採用結構方程模式分析方法軟體分別驗證「資源基礎」、「品牌權益」與「家長滿意度」之內涵外，也進一步探討「資源基礎」、「品牌權益」與「家長滿意度」之間的關係。本採用SPSS 18.0軟體探討「資源基礎」、「品牌權益」與「家長滿意度」之實施現況及不同背景變項是否對於「資源基礎」、「品牌權益」與「家長滿意度」有預測效果。 本研究獲致下列結論： 一、公辦民營幼兒園對於「資源基礎」、「品牌權益」及「家長滿意度」備受幼兒家長肯定 二、公辦民營幼兒園的「資源基礎」分別對於「品牌權益」與「家長滿意度」及「品牌權益」對於「家長滿意度」均具有顯著的預測效果 （一）「資源基礎」對「品牌權益」具有顯著正向的直接效果(γ1=0.92) ，此顯示公辦民營幼兒園落實「資源基礎」將有助於大量提升其「品牌權益」。 （二）「品牌權益」對「家長滿意度」具有顯著正向的直接效果(β1=0.70) ，此顯示公辦民營幼兒園提高「品牌權益」將有助於大幅改善其「家長滿意度」。 （三）「資源基礎」對「家長滿意度」具有顯著正向但小量的直接效果(γ2＝0.25)，此顯示加強實施「資源基礎」對於提升「家長滿意度」的直接效果較小。 三、「資源基礎」可透過「品牌權益」對「家長滿意度」具有顯著且大量的中介效果0.64(即0.92*.70=0.64，p<0.001)；原本「資源基礎」對「家長滿意度」的直接效果只有0.25，而「資源基礎」對於「家長滿意」之總效果為0.89 (即0.25+0.64=0.89，p<0.001)。 四、背景變項對「資源基礎」、「品牌權益」及「家長滿意度」之效果方面 （一）對於「資源基礎」之構面具有顯著效果之背景變項，計有幼兒家長的年齡、教育程度、目前養育的子女數、家庭平均月收入及幼兒園立案年數等5個變項。 （二）對於「品牌權益」之構面具有顯著效果之背景變項，計有幼兒家長的年齡、教育程度、目前養育的子女數及幼兒園立案年數等4個變項。 （三）對於「家長滿意度」之構面具有顯著效果之背景變項，計有幼兒家長的性別、年齡、教育程度及幼兒園立案年數等4個變項。 / With the impacts of low-birth rate and the impetus of the public policy of how to make private childcare public, causing the competition of the preshool management become keener and keener. Although the fees of public kindergarden are low, the efficiency of their managements are also low because of the restriction on legislations and the administrative system of the government. Their qualities are also not as the private kindergartens. In order not to compete with the public kindergarden and the diversification of the early childhood education, hence there are the impetus of the private management of public kindergartens. In the cause of successfully spread the private management of public kindergartens, there are also a few closing down. 　　This study is to explore the cause of the private management of public kindergartens efficiency good or bad of the influence factor, and the parental satisfaction is an important observation index of the kindergarten quality. 　　According to the literature review, “Resource base” and “Brand equity” is the main factor impact of “Parental satisfaction” . Therefore, this research is to explore the influence of how the kindergarten of private management of public kindergarten put into the strategies of “Resource base” to “Brand equity” and “Parental satisfaction”. And also to understand whether “Brand equity” has the intermediate factor or not? 　　The present study adopted two approaches, including “literature review” and “questionnaire survey”. The study designed the “questionnaire of the Resource base , Brand equity and Parental satisfaction as the instrument. 2,492 Child’s parents in the 19 private management of public kindergartens in Big Taipei area were the population. The study distributed by convenient sampling, and got 1,136 valid samples after gathering and deliting some invalid questionnaires from 1,833 samples. The rate of valid samples is 61.97％. 　　The study not only took structural equation modeling(SEM) to confirm the contents of the “Resource base”, “Brand equity” and “Parental satisfaction”, but also discuss the relationships of the “Resource base”, “Brand equity” and “Parental satisfaction”. Moreover, the present study used the software of SPSS 18.0 to understand the current of the “Resource base”, “Brand equity” and “Parental satisfaction” in the private management of public kindergartens and confirm the contents of the variables of the subjects. 　　There were some major conclusions made as follows: 1.“Resource base”, “Brand equity” and "Parental satisfaction' in the private management of public kindergartens are highly accepted by the child’s parents. 2.“Resource base” for the “Brand equity” and “Parental satisfaction” and “Brand equity”in the private for the Parental satisfaction" are significantly predictive. (1)“Resource base” has the significant and positive direct effect (γ1=0.92) on “Brand equity”. That is ; the higher degree of the “Resource base” implementations significant is , the higher “Brand equity” is. (2)“Brand equity” has the significant and positive direct effect (γ1=0.70) on "Parental satisfaction ". That is , the higher the implement degree of “Brand equity” is , the higher practice degree of "Parental satisfaction ". (3)“Resource base” has the significant and positive direct effect (γ1=0.25) on “Parental satisfaction”. That is ; strengthening “Resource base” implementation for enhancing “Parental satisfaction” is small effect . 3.Although “Resource base” has positive direct effect (γ1=0.25) on “Parental satisfaction”, strengthening “Resource base” implementation for enhancing "Parental satisfaction" is little effect. “Resource base” has an indirect effect on "Parental satisfaction " through “Brand equity” (the indirect effect size is 0.64) and the total effect is 0.89. In other words , when the “Resource base” is higher, "Parental satisfaction " will be indirectly enhanced by the “Brand equity”. To sum up, “Brand equity” is much of mediating effect between “Resource base” and “Parental satisfaction”. 4.The effects of the context variables on the “Resource base”, “Brand equity” and "Parental satisfaction " are made as follows: (1)5 context variables have significant effects on the “Resource base”. These variables involve age, education, the number of children, and the average household monthly income of child’s parents and the year of registered kindergarten . (2)4 context variables have significant effects on the “Brand equity”. These variables involve age, education, and the number of children of child’s parents and the year of registered kindergarten. (3)4 context variables have significant effects on the "Parental satisfaction ". These variables involve sex. age, and education child’s parents and the year of registered kindergarten.

半導體製造活動價值鏈中，半導體測試是重要的一環。半導體整合元件製造大廠為各種策略考量，於是漸提高向專業測試廠商尋求代工的比例，加上Design House產業蓬勃發展，也因此造就全球測試產業快速成長，甚至表現比整體半導體產業還優異。台灣半導體測試業為全球專業委外測試產業龍頭寶座。然而全球外在競爭環境威脅，而且在產業進入障礙低、競爭對手不斷增加、競爭日益強烈的情況下，終將直接衝擊台灣半導體產業在全球的地位。本研究欲從交易成本理論對測試委外服務品質和委外滿意度加以探討，以提供業界持續發展參考。 回顧過去委外相關研究發現，主要集中在：(1)企業是否應該委外或自製；(2)如何在統御結構下進行委外管理；(3) 採用討論或提出觀點說明的方式，少數真正採用實徵性研究驗證理論架構。因此，本研究專注於半導體測試委外的範疇，對委外進行探討，本研究架構乃為探討交易成本對服務品質和委外滿意度之影響，針對半導體測試產業型態及測試委外的需求建立研究架構與假設，並據以定義研究變數及制定問卷，經調查回收後做資料整理與統計分析。 經過資料分析，本研究在半導體測試委外產業的主要研究結果有三：一、在半導體測試外包產業中「交易成本」對於「服務品質」有顯著影響；二、「交易成本」對於「委外滿意度」未有顯著影響；三、「服務品質」不但對「委外滿意度」有正向的影響，同時亦扮演「交易成本」對於「委外滿意度」正向影響的「媒介變數」(mediator)。 根據上述的研究結果，本研究提出三點建議給予實務界參考。包括：一、以產能外包模式轉為整合模式外包，以降低不確定成本，提升服務品質；二、對於資產獨特性與不確定性質越高的委外案，承包商應提升對服務品質各方面的重視； 三、企業往後應慎重考量交易成本的影響。 / IC testing is a critical part of the semiconductor manufacturing value chain. In response to a variety of strategic considerations, large-scale IDM semiconductor manufacturers have increasingly sought the service from the professional testing firms. This, plus the rapid development of external IC design houses has created conditions for a global testing industry growing even more rapidly than the semiconductor industry as a whole. Taiwan’s specialized IC testing firms lead the global testing industry, but this dominance is increasingly threatened by external competition and low barriers to entry, and may eventually have a direct impact on the outlook of Taiwan’s IC industry. This study investigates transaction costs in terms of quality and customer satisfaction for external IC testing operations, and aims to provide the industry with a reference for sustainable development. Previous research in outsourcing has primarily focused on whether a company should outsource or keep operations in-house, or how to manage outsourcing within existing command structures, while a small number of empirical studies have used theoretical or case study methods to validate the use of theoretical frameworks. Therefore, this study focuses on the outsourcing of semiconductor testing operations to investigate how the structure and characteristics of transaction costs affect outsource service quality and satisfaction, with an aim to establish a research framework for investigating the semiconductor testing industry and outsourcing requirements. Towards this end, relevant variables have been defined and incorporated into a questionnaire which was used to source data for statistical analysis. Through statistical analysis, this study arrives at three primary conclusions regarding the outsourcing of semiconductor testing: (1) in the outsourcing of semiconductor testing, transaction costs have a significant impact on service quality; (2) transaction costs do not have a significant impact on outsourcing satisfaction; and (3) service quality is positively correlated with outsourcing satisfaction, and also plays transaction cost property in the positive correlation of outsourcing satisfaction and mediator. Based on these findings, this study raises three suggestions as a reference to practitioners: (1) move from a production outsourcing model to an integrated outsourcing model to reduce uncertainty costs and improve service quality; (2) for outsourcing cases with a higher degree of asset specialization and uncertainty, the contractor should focus especially on raising all aspects of service quality; and (3) enterprises should carefully consider the impact of transaction costs.

「生活雜貨」（zakka）風潮由日本興起，並在台灣已風行數年，相關品牌亦如雨後春筍般陸續開展。其中無印良品（MUJI）自2004年進入台灣市場後，至2011年在全台已有21家門市。根據行政院主計處的行業標準分類，生活雜貨產業屬於綜合商品零售業，由於是以內需市場為主的業別，特別容易受到經濟景氣所影響，但是無印良品卻在金融海嘯發生的西元2008年先後於世界各國開設新據點，在台灣其營收更逆勢成長，無印良品總經理王文欣表示原因在於無印良品擅於溝通產品的價值，並藉此建立了許多忠誠的顧客。因此本研究嘗試以量化與質化並行的方式來探討台灣無印良品之消費者所認知到之品牌形象、知覺價值、顧客滿意度與顧客忠誠度以及之間的關係，並依據研究結果提出生活雜貨產業行銷之具體建議。 研究方法部份，本研究於量化研究採線上調查法，蒐集一年內曾於台灣無印良品消費之消費者之資料，有效問卷共522份並進行統計分析與假設驗證。統計結果發現人口統計變項中之婚姻狀況、居住地區、教育程度、職業與通路使用情形在部份構面上達到顯著。另外各研究構面間之關係發現：品牌形象對知覺品質、顧客滿意度、忠誠度有顯著正向關係；知覺價值對顧客滿意度、忠誠度有顯著正向關係；顧客滿意度對顧客忠誠度有顯著正向關係。 質化研究部份採深度訪談法，訪問八位台灣無印良品消費者，以彌補量化研究中未能探究部份，兩相參照後提出五點行銷建議： ㄧ、致力縮短品牌形象與知覺價值間之落差 二、提升消費者對價格的接受度 三、針對強調專業功能性之商品提供合作企業之資訊 四、提高線上通路的使用率 五、把握龐大的單身商機 / “Zakka” phenomenon has spread from Japan and been popular in Taiwan for years, accordingly, many zakka brands have emerged. Since MUJI came in, there have been 21 stores in Taiwan till 2011. In 2008, MUJI set up new stores in several countries in the world while the financial crisis was sweeping the whole world. Taiwan MUJI’s general manager Wang Wenxin said it’s because MUJI is good at conveying its value so that it has built up plenty of loyal customers. Therefore, MUJI is the main case for this research to approach the complex relationship among the brand image, perceived value, customer satisfaction and customer loyalty of zakka brand’s value conveying by using both quantitative and qualitative research methods: online survey and in-depth interview. By online survey, this research took customer who ever purchase products in Taiwan MUJI in one year as sample, 522 valid questionnaires were analyzed. By the part of in-depth interview, there are 8 participants included in this research. After analyzing, this research comes to the following conclusion: A significant positive relationship exists between brand image and customer satisfaction; A significant positive relationship exists between brand image and customer loyalty; A significant positive relationship exists between perceived value and customer satisfaction; A significant positive relationship exists between perceived value and customer loyalty; A significant positive relationship exists between brand image and perceived value; A significant positive relationship exists between customer satisfaction and customer loyalty. The obvious variations of brand image, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables. This research also provides 5 marketing suggestions as following: 1. Shorten the gap between brand image and perceived value to customers. 2. Increase customers’ acceptance of the price. 3. Offer more information about co-operative manufactories. 4. Promote MUJI’s online channel. 5. Grasp single customers.

根據資策會產業情報研究所與行政院之調查，台灣線上購物市場近年來以每年20%～30%的成長率持續穩健的發展著，2011年年度總產值預計可達2.515億元，至2015年則可望突破新台幣一兆元。而無論網路購物（B2C）或是網路拍賣（C2C）市場，女性消費者都已躍升為最重要的消費主力，其中，又以「流行女裝」、「美容保養」、「流行女鞋」為產值最高之前三大商品類別。 本研究基於研究興趣與相關文獻資料回顧結果，選擇網路流行女鞋品牌Grace gift作為研究主題，並透過「服務品質」、「知覺價值」、「顧客滿意度」，以及「顧客忠誠度」等四個變項，探討其經營內涵；進一步檢視四個變項之間的影響關係，並深入探究顧客對於Grace gift的觀感與評價。 本研究透過量化網路問卷以及質化深度訪談兩種方式進行資料蒐集與調查，研究結果顯示，網路流行女鞋品牌Grace gift之服務品質、知覺價值對於顧客滿意度、顧客忠誠度確實有顯著正向的影響，且相較於服務品質，知覺價值對於顧客滿意度、顧客忠誠度具有更強大的影響力。然而，顧客對於品牌所提供的商品與服務雖然普遍感到滿意，但忠誠度仍嫌不足，因此，本研究根據問卷統計分析與訪談結果，提出以下行銷策略建議以供業者及其他網路品牌作為參考與借鏡。 一、強化網頁間的連結度，使商品、服務、推廣三位一體 二、通路差異化經營，建議善用官方網站彰顯品牌形象與精神 三、推出特殊節日限定紀念款塑造品牌特色 四、透過大型團購集殺活動吸引新顧客；藉由季末酬賓感恩活動維繫舊顧客 五、舉辦公關及公益活動與社會大眾建立關係，正面提升品牌形象 / According to the survey by Market Intelligence & Consulting Institute（MIC） and the Executive Yuan, Taiwan's online shopping market in recent years keeps developing with the steady growth rate of 20% to 30%. The annual output value of 2011 is expected to reach 251.5 million NT dollars and till 2015 which will exceed NT $ 1 trillion. Nowadays no matter in B2C or C2C market, female consumers have jumped to the most important main position of consumption and become to the most valuable clients. So this research bases on researcher’s personal interest and the results of past related references, selects the most popular online ladies’ fashion shoes brand “Grace gift” as the theme. By using both quantitative and qualitative research methods, this research tries to explore the connotation of its business management through the four variables including “service quality”, “perceived value", "customer satisfaction" and "customer loyalty” and further examines the relationship among these variables. After analyzing the data of online questionnaires and qualitative interviews with customers, the research result shows that the significant and positive impacting relationship deed exist between service quality, perceived value, customer satisfaction and customer loyalty. And compared to service quality, perceived value takes a more obvious, positive and powerful influence in shaping customer satisfaction and customer loyalty. Finally, this research provides 5 marketing strategy recommendations as blow: 1.Strengthen the links between the webpages and make the products, services, and promotion to be the trinity. 2.Create difference of management in the two selling channels and use the official website to highlight the brand image and spirit. 3.Provide unique design shoes for special holiday and anniversary to build brand characteristics. 4.Hold large-scale group-buying events to attract new customers and maintain the old customers through thanksgiving activities. 5.Organize PR events and public charity activities to build relationship with the community and positively enhance the brand image.

本研究旨在探討幼兒家長對幼兒的學習期望與如何確認期望達成之歷程。因過去的相關文獻以量化調查研究為主，缺乏質性觀點；又過去多以消費者行為模式探討選擇幼兒園的決策行為，但不能深入了解家長選擇這些因素背後的想法。因此本研究以質性訪談的方式，探究家長對幼兒的教育期望、對幼兒園的課程期望與這些期望如何被達成或期望是否改變的歷程，試圖建構家長在選擇幼兒園與對幼兒期望之間的關係。 研究設計上，先就過去文獻之研究進行整理與分析，提出尚未被探究及可深入探究的議題，蒐集相關資料而擬定訪談大綱，針對台北市公私立幼兒園大班家長進行深入訪談，公私立幼兒園各兩所共計十四位家長。 本研究結論可歸納為下列五點： 一、教育期望:公私立家長對幼兒學習的教育期望主要皆為生活自理、人際互動、品格個性與認知學習等等；而在認知學習上公私立幼兒園家長看法不同。 二、課程期望:公私立家長對幼兒學習的課程期望都會先要求教學方式，再要求與教育期望相關的課程內容，其中，私立家長進而要求認知方面的課程；此外，公私立家長都會期望園所在音樂或工作等美感領域課程上進行多元化或才藝教學。 三、期望確認:公私立家長都會將選擇幼兒園前的期望與選擇後的經驗做確認，確認方式以觀察幼兒在學校或家庭中的行為表現為主，而參與園所活動也是家長了解課程的一種方式。四、滿意度:樣本家長對幼兒園滿意度高，滿意的項目集中在課程與師資上；而期望確認及其歸因推論影響滿意度。五、期望改變:公立幼兒園家長對幼兒的課程期望會因園所特色而改變，並隨著上小學的時間拉進，公私立家長皆會增加與銜接小學相關的新期望。 根據研究結論，本研究對幼兒園提出以下建議，做為增進幼兒園品質參考： 一、幼兒園需要了解家長的期望，跟著家長一起做確認，幫助教師與園所看見家長觀點進而反思與成長。二、建立園所教學特色並努力發展，成為有深度的課程。 三、教師應幫助家長用更多的方式來確認學習，以客觀的資料去補充主觀的觀察結果。四、教師應讓家長看見教學的多元化，用不同的方式讓家長了解音樂或美術等方面的課程是包含在原本的課程規劃中；教師也應加強美感領域課程的專業能力。 / The purpose of this study is to inquire parent's perspective of early children’s learning expectation and outcomes confirmation. There are many quantitative studies about this process, while few are conducted qualitatively. In the past few years, most research focus on how to make a decision to choose kindergartens by consumer’s decision behavior. But we can’t understand what the real reasons of the parents’ decision. This study explores the parents’ educational expectations on early children in a qualitative way, including curriculum expectations and how these expectations will be achieved or changed, attempt to construct the relationship between the choice of kindergartens and child learning expectations. In this research, we review prior studies and purpose issues that has not yet been explored and can be in-depth inquired, gathering relevant information and arranging the interview outline for the Taipei public and private kindergarten parents, a total of fourteen parents in two public and two private kindergartens. The conclusions of this study can be summarized as the following five points: First, educational expectations: public and private kindergarten parents have different views on the cognitive learning. Second, the curriculum expectations: In addition to the curriculum related to educational expectations, parents would expect the music or arts-type learning, they hope kindergarten provide the field of diversified curriculum or skills and talent teaching. Third, expectation confirmation: parents really do expect confirmation, confirm the performance of the main way to observe the behavior of children in school or at home, and participate in kindergarten activities also the way of parents to confirm the curriculum. Forth, satisfaction: parents kindergarten satisfaction is high, satisfactory project focused on curriculum and teacher; expect recognition and attributed inference affect satisfaction. Fifth, the expectations change: the curriculum expectations of public kindergarten parents will change with kindergarten’s features, and parents would increase the new expectations related to the convergence Primary.

本研究主要目的係探討2004年總統大選，我國女性選民個人社會背景特徵、政治態度及投票行為，並分析影響女性選民投票抉擇的重要因素。 　　本研究採用二手資料分析法，資料來源為行政院國家科學委員會補助研究計畫 「2004年總統選舉台灣選舉與民主化調查」（TEDS 2004P）資料，使用的統計方法主要為次數分配、卡方檢定、t值檢定、變異數分析及洛基廻歸模型。 　　經分析後主要研究發現： 一、女性選民的政黨認同傾向「中立」；對候選人的評價，女性選民認為陳水扁的形象優於連戰，而連戰的能力優於陳水扁，整體而言，女性選民較喜歡陳水扁；政策議題方面，女性選民首重「經濟性議題」；2004年總統大選，女性選民表示投票給陳水扁的比例多於連戰。 二、女性選民的個人背景因素及政治態度等變數，單獨地與女性選民的投票抉擇皆有顯著的關聯性，惟將諸多變數一同納入模型比較其相對影響力時，發現「教育程度」、「政黨認同」及「候選人評價」等三個變數最具影響力。 三、「教育程度」是影響女性選民投票行為的重要因素，顯示社會學研究途徑同樣和社會心理學研究途徑對女性選民的投票抉擇具解釋力及預測力，惟高教育程度女性選民的投票率並不高。 四、2004年女性選民「偏泛藍」及「偏泛綠」比例差距不大，與1992年相較，女性選民對國民黨的支持度下滑，對民進黨的認同則大幅提升，而無政黨傾向比率縮小，顯示女性的政治意識逐漸提升。 五、女性選民重視候選人個人特質，尤其女性佐理人員及家庭主婦更有「選人不選黨」的傾向，且形象的影響力更勝於能力。

品牌延伸策略發展至今，成果相當豐碩，過去倚賴母品牌之品牌權益所延伸而成的子品牌，在廠商用心經營之下，也成為可以獨當一面的品牌，這也為品牌延伸相關研究開創了一片新領域，過去延伸方式都是由母品牌向子品牌延伸，創造延伸槓桿，屬於由上往下的延伸關係，而現在當子品牌也建立起自己的品牌權益之後，也可能改變其忠誠顧客對母品牌的態度。 本研究透過實證，提出種子品牌的概念，也就是廠商可以透過顧客對子品牌的態度忠誠，影響其對母品牌的態度，進而影響其購買意願，為了深入探討此概念，本研究以時尚服飾產業作為標的，研究結果發現，消費者真正關心的是服飾產品本身所提供的價值，對於產品本身的滿意會對消費者的信任與總體滿意度造成影響，實體設備以及人員互動對總體滿意度的影響並不顯著，但人員互動的服務品質卻會對信任造成顯著影響；以往學者所討論的信任對總體滿意度造成影響之假設也得到證實；總體滿意度也會對態度忠誠造成影響；態度影響購買意願的假設也同樣得到證實。 本研究也驗證信任在反饋過程中具有相當重要的地位，除了對子品牌的信任會影響消費者對母品牌的態度之外，其對子品牌的態度忠誠也如同本研究的假設，會對母品牌的態度造成正面影響，種子品牌的概念也得到實證結果支持。