| Summary: | 碩士 === 國立成功大學 === 電信管理研究所 === 93 === Supply Chain Management is the systemic, strategic, and artistic coordination of business functions within the supply chain, for the purposes of improving the long-term performance of the supply chain as a whole and quick response to the customers’ requirements.
This research combines the concept of supply chain management and marketing management to analyze the impact of service supply chain on the purchase intention. Besides, it takes the Telecommunications Service Industry as an example. The Telecommunications service supply chain consists of “Up stream: handset, Middle stream: Service providers, and Down stream: Channel”. We use conjoint analysis and questionnaire survey to construct the research. The total samples are 792 mobile phone subscribers in Taipei and there are 729 valid samples. The response rate of valid questionnaires is 92%.
The results of our research are: (1)The affecting factors on the consumers’ buying decision are: “Price and shape in up stream- handset, quality of service and call rates in middle stream-service providers, the after-sales service and the convenience in down stream- Channel”. (2)The effect of middle stream- Service providers on consumers’ purchase intention is the most important factor. The second factor is down stream- Channel. The third factor is up stream-handset. (3)There are significant differences in the supply chain attributes preference of most consumers. But there are no significant differences in the preference of the Motorola handsets users, over 50 years old users of Chunghwa Telecom, female users and below 24 years old users of FarEasTone Telecom. The results show that their purchase intentions would be affected by the entire supply chain.
The results suggest that service providers should formulate reasonable pricing policy and provide good quality of transmission as the core attributes of service offerings. Therefore, they should utilize the Partner Relationship Management (PRM) to construct the long term relationship between members in order to improve the competitive ability of the entire supply chain. Finally, they can base on the consumers’ need to reinforce the supply chain parts in order to increase the purchase intentions.
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