Discussion on the Relationship Between Village Head's Professional Knowledge, Service Quality and Relationship Marketing Behavior on Voter Loyalty

• Main Authors: CHI, CHIEN-HAN, 紀建漢
• Other Authors: CHANG,YU-LING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/g2nq8v

碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 107 === In the operation of local politics, public-opinion agencies play multiple roles in supervising the administration of local governments and responding to the needs of the people. In essence, democratic politics is a kind of representative politics, that is to say, representatives of public opinion are the agents elected by voters and engaging in various activities of democratic politics. From the point of view of agency theory, there is an inevitable problem of agency costs in the agency relationship. If an agent does not do his duties well, it will affect the rights and interests of the principal. In the operation of local politics, representatives of public opinion certainly are the agents. If public-opinion representatives do their duties well, it will enhance the effectiveness of local governments -- otherwise the dereliction of duty will also lead to the low effectiveness of local government in administration affairs. The main purpose of this study is to verify the relation between the performance of public- opinion representatives and loyalty from the perspective of the village head as the spokesman for the public. In this study, voters in the Hougang area of Shilin District were selected as the questionnaire interviewees, and we used both the paper questionnaire and online Survey Cake form as the platform for filling out questionnaires. A total of 556 valid questionnaires were collected from the sample data, and the SPSS statistical software was used for narrative statistics, reliability and validity analysis, regression analysis and cluster analysis. Through this study, we concluded that although “professional knowledge”, “service quality” and “relational marketing behavior” have a significant positive correlation with voter loyalty, different clusters have different aspects of facet satisfaction. For example, we distinguished the types of voters into “consultation demand, comprehensive demand, and marketing demand”. The consultation demand-type voters value individual communication; the comprehensive demand-type voters emphasize interaction and the marketing demand-type voters desire for substantial feedback. In the end, according to the results of this study and analysis, different service strategies are given for different clusters, and it is expected that the service mode in the village head management can be used as a basis for reference to enhance voter loyalty and satisfaction.