| Summary: | 碩士 === 國立勤益科技大學 === 工業工程與管理系 === 100 === In the fierce competition of the service sector now, how to correctly measure the quality of service and master customer demand have become the most significant issue. Economics and culture are not developing as two parallel lines. They interact and affect each other reciprocally. Chinese cultural characteristic of social networks-guanxi is defined as the social contact with the coordination value function. This study, based on the SERVEQUAL scale, in assessing the criteria with aspect to Chinese cultural characteristic of social networks-guanxi, the SERVNET scale is proposed to Chinese markets for service quality evaluation, and the case of insurance industry in Taiwan is adopted to verity its validity. Results show that culture is significant in management especially in cross-cultural enterprises.
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