| 摘要: | 台灣早期亂葬嚴重，政府遂於民國80年起調整殯葬政策並大力宣導火葬觀念，將火化率自45.9%提昇至91%，正因如此，許多殯葬設施業者接連出現，開始爭奪市場，而銷售流程最重要的媒介就屬禮儀師。有鑑於此，本研究依行為忠誠與態度忠誠說明禮儀師忠誠度類型，藉由誠信、承諾與滿意度三種關係品質構面，探討禮儀師對殯葬設施業者忠誠度之行為與態度忠誠影響。本研究採網路問卷方式，以尚有執案禮儀師做研究對象，共回收有效問卷364份，並使用SPSS軟體透過敘述性統計、因素分析、信度分析、集群分析及平均數檢定等分析方式進行資料分析。根據統計，禮儀師在不同忠誠度類型中，在關係品質上對於誠信、承諾與滿意度的認知不同，表示殯葬設施業者對禮儀師能透過建立關係品質來培養好的關係，例如信守承諾、言出必行…等，使禮儀師能信任殯葬設施業者對其需求會竭盡所能滿足，也在整體往來服務過程中覺得滿意，比起未做好關係品質的同業上，更能獲得禮儀師較高忠誠度。此外，期望透過本研究結果，提供台灣殯葬設施業者實務經營策略上之參考依據。
Since 1971, mass burial has become more and more serious in Taiwan owing to the growing number of deaths. The government adjusted the funeral policy in 1991 and vigorously advocated the concept of cremation due to the limited land resources. The cremation rate has increased from 45.9% to 91% during the period of about 20 years. Thus, many funeral facility operators have appeared in succession and begun to compete for this market, and the funeral director is the most important medium for the overall funeral process. In view of this, this study illustrates the types of funeral director’s loyalty according to behavioral loyalty and attitudinal loyalty, and explores the influence of funeral director’s behavioral and attitudinal loyalty on the loyalty of undertakers by using three relationship quality dimensions: honesty, commitment, and satisfaction. This study adopts the method of online questionnaire, with the current funeral director as the research subject, a total of 364 valid questionnaires are collected. The questionnaire is designed using Likert seven-point scale, and the data are analyzed by descriptive statistics, factor analysis, reliability analysis, cluster analysis and average verification through SPSS software. The statistical results show that in terms of relationship quality, the funeral director has different perceptions of honesty, commitment and satisfaction among different types of loyalty, which indicates that funeral facility operators can cultivate good relationships with funeral directors by establishing relationship quality, such as keeping promises and suiting the action to the word, etc., so that the funeral director can trust that the funeral facility operator will try his best to meet his needs, and also feel satisfied in the overall communication and service process, which can receive a higher loyalty of the funeral director than the peers who do not do a good job in the relationship quality. In addition, it is expected the results of this study can provide reference for the practice and management strategies of funeral facility operators in Taiwan. |
