| Summary: | 碩士 === 華夏科技大學 === 資訊管理系碩士在職專班 === 106 === The jewelry is very important when people attend the banquet, the glamorous dresses will always be decorated with gems. Whatever, the western or eastern, the jewelry have the differences in cultural development history. The aesthetics and value definitions are all different in jewelry. With the development of human society, the top level of people prusuit of material satisfaction and quality identification, they spent more expenditure on the jewelry.
The jewelry sales channel traditionally is on the physical store, but with the more and more matuerly online shopping, more and more people transfer their transaction to the internet. E-commmerce platform offer more convenience for people to shop at anytime and anywhere. The jewelry industry is faced the global market to create another online trade to satsified more people who are online shoppers.
The jewelry is a more difficulty to identify quality than books, 3C, physical product. The service qaulity and trust of sales and store is the key-point of exchange. Therefore, this study focus on to explore the service qaulity and trust on the jewelry sales via of physical store and online channel. We choice five senior jewelry mangers with deep interviw to answer the unsturctured questions to understand the sales models, consumers characteristics, sales marketing in different sales channel. Finally, we found that the jewelry sales must creat more channel to reach their customers to promote performance. To encourage the sales performance service quality and trust are play an important role in the process of marketing strategy. They are also enchance the competitve advantages in the jewelry industry.
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