| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 89 === Summary of thesis：
This research is primarily based on two papers, there are “Development of a Taxonomy of Services to Gain Strategic Marketing Insights” written by Bowen ,John in 1990 and “Relational Benefits in Services Industries：The Customer’s Perspective” written by Gwinner,Gremler and Binter in 1998. The first purpose of this research is to find an effective and reliable taxonomy to group services. The second purpose is to examine what benefits customers receive when they build long-term relationship with service firms. Finally, based on customer’s perspective, we combine services taxonomy and relational benefits to investigate relational benefits in each services group and differences between them. .
In research construct, we divide services to three groups, Group 1 named
“High-Contact, Customized, Personal Services”, Group2 named “Moderate Contact, Semi-Customized, Non-Personal services”, Group 3 named “ Moderate Contact, Standardized Services”；in customer relational benefits, there are three benefits (1) confidence benefits (2) social benefits (3) special treatment benefits . The questionary is divided into two sections, the first section is “benefits received” and the second section is “importance of benefits”. Our samples focus on the general consumers in Taichung. There are 175 useful samples in total.
The following are primary findings：
(1)Confidence is the premise for service provider to attract and build relationship with customers.
(2)The range of relational benefits received and importance has some difference.
(3)Both in benefit received and importance measurement, Social benefits and special treatment benefit have positive relation.
(4)Except confidence benefit, the benefit received and importance measurement of social benefits and special treatment benefits in G1 and G2 are higher than G3.
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