|摘要: ||在資訊科技產業帶動下，自助服務系統的應用也快速發展，零售通路進入多媒體事務機（Multi Media Kiosk,MMK)的數位服務時代。企業透過與零售通路合作，可善用其據點眾多與MMK設備容易操作的優勢，讓企業服務櫃台快速延伸，並降低設置新據點的投資成本與風險。因此零售通路與MMK，可說是現今企業不可或缺的重要合作夥伴。|
Led by the information technology industry, applications of self-service system are developing rapidly. Retail channels have entered the digital service era of Multi Media Kiosk (MMK). Businesses are able to take advantages of these user-friendly MMK equipment and retail channels’ widespread retailing points. Service counters are extended quickly. Setup cost and risk for new service stations are reduced. Therefore, retail channels and MMK can be the essential business partners to businesses nowadays.
Since retail channels started providing MMK service, the number of partnering businesses has been growing rapidly. In order to maintain existing businesses and foster long-term business relationships, the importance of “relationship investing” is significant. This research is based on B2B and focuses on ticketing agents that have used MMK in both retail channel A and retail channel B. In this research, the important aspects of major relationship investment in ticketing agents, the effect of different satisfaction levels, as well as segmenting the market by different satisfaction levels of relationship investment will be discussed.
The finding of this research is that ticketing agents emphasize the most on 5 aspects in relationship investment: benefit of customization, cost of communication, quality of system, supporting service and service commitment. When the relationship investment meets or exceeds the ticketing agent’s expectations, the cooperation connection between ticketing agent and retail channel is strengthened. In contrast, the ticketing agent’s overall satisfaction level is not necessary higher when the retail channel has more inputs in relationship investment. Furthermore, retail channel A clearly scores a higher overall satisfaction level when ticketing agents have higher satisfaction levels in the “benefit of customization” and “supporting service”. It is concluded that retail channel A can enhance the management in these 2 aspects to further its competitive advantages against retail channel B.
In terms of relationship investment, the core objective of retail channels is to enhance business long-term relationships. Retail channels should have a suitable allocate of their resources to manage business in different segments. Different value services are designed for different types of businesses in order to satisfy customer demands, hence a higher level of satisfaction. Besides, in order to understand differences in satisfaction levels between retail channel A and retail channel B in various aspects, 4 groups are identified using group analysis. Each group’s business types are then analyzed and categorized. It is expected that this research results will provide references to managers in retail channels for business market selection and management in the future.