Taiwan Salt Industrial Corporation¡]T.S.I.¡^is a large business that presently monopolizes the salt producing industry in Taiwan. It was to be privatized by the target date of November in 1992 but has not yet been assessed by Executive Yuan. Since joining the WTO, Taiwan¡¦s economic policies have favored privatization, liberalization and internationalization. The salt products market would be fully open after abolishing the Regulation of Salt Policy, which would follow the privatization of T.S.I.. T.S.I. would then face strong competition.The promotion of quality service is presently the major focus of T.S.I. management. Therefore, the subject in need of exploration is mastering the competition by promoting service quality.
After studying the interrelated references and theories, this research adopts the¡uSERVQUAL¡vscale for measuring the service quality which was introduced by three scholars; Parsurama, Zwithaml and Berry. This questionnaire, which aims at the management character of T.S.I., was developed appropriately through calculation and amendment. Those interviewed for this research were the salt buyers for agriculture and industry who bought salt from the Kaohsiung Sales office of T.S.I. and the consumers who bought the new products. The questionnaire included four dimensions; expected service, perceived service, overall satisfaction and individual demands.
The following are some of the findings of this study:
1. The salt buyers for agriculture and industry
There is positive correlation between perceive service and satisfaction among the buyers. That is, the more efficient the buyer¡¦s perceived the service to be, the higher their reported satisfaction was. There is a positive correlation between expected service and satisfaction among buyers. That is, the higher the buyeer¡¦s expectation of service, the higher their satisfaction was with that offered by the Kaohsiung Sales office of T.S.I.. There is positive correlation between the satisfaction and continued purchases made on the part of the buyers. That is, the higher the buyer¡¦s satisfaction with the Kaohsiung Sales office of T.S.I., the more continual purchases the buyer made. There is a positive correlation between satisfaction and recommendations among buyers. That is, the more satisfied the buyer was the more the buyer recommended of the products of purchased to friends and relatives.
2. The Consumers
There is a positive correlation between expected service and perceived service. That is, the higher the expectations of the consumers were the better they perceived the service they received. A positive correlation is found between perceived service and satisfaction. That is, the more efficient the consumer perceived the service to be the higher their reported satisfaction. The study showed a positive correlation between expected service and satisfaction. That is, as consumer¡¦s expectations grew so did their satisfaction. A positive correlation is found between the satisfaction and continual purchasing behavior of customers. When consumers are satisfied they continue to buy. Finally, a positive correlation exists between satisfaction and recommendations made by customers. When customers are satisfied they recommend the products they purchase to their friends and relatives.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0719102-125209 |
| Date | 19 July 2002 |
| Creators | Kung, Pei-Jung |
| Contributors | Huang, Pei-how, Kao,Ming-rea, Chen, Cheng-shoung |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0719102-125209 |
| Rights | unrestricted, Copyright information available at source archive |
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