A Study on The Relationships Among Professional competence and Service innovation, Service quality, Perceived value on Customer loyalty -Take Land Administration Agent Industry as An Example

• Main Authors: Yu Chung-Ching, 余泉慶
• Other Authors: Ho Yi-Lun
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/673d5z

碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 105 === ABSTRACT As a traditional industry, the land administration agent was renamed by the Legislative Yuan for several times. The most familiar name to consumers is scrivener or land scrivener. With poor education and scores of illiterates in the early agricultural society of Taiwan, scriveners were entrusted by others to ghostwrite documents or write petitions. They consequently made a living in this way. With the spread of education and advanced technology nowadays, people can all write on their own. Furthermore, the advanced communication technologies facilitate the interpersonal contact methods to be more than the simple letters in the past. Up to now, in terms of the division of labor, land administration agents focus on dealing with the registration of immovable property rights, property tax and other related issues. In view of computerization and administrative reform, parts of administrative processes are simplified and the service quality administrative organs are improved. Consequently, more and more people come to handle such cases on their own. Under such circumstance, people’s requirements on land administration agents are no longer limited to the registration of property right. The license for land administration agents has been launched for over two decades; the practical land administration agents are all equipped with certain levels. When selecting a land administration agent, consumers not only consider whether the land administration agent’s professional competence can meet their requirements, but also take service innovation, service quality and perceived value as importance bases of satisfaction. The growth and profits of enterprises major come from the customer loyalty. As a consequence, the maintenance of customer loyalty is the primary task of practical land administration agents. However, land administration agents with changeless services and business models could not survive in the market with fierce competition. Within the framework of laws, land administration agents must offer different services to carry out market segmentation based on the service innovation, while improving the service quality to satisfy customers’ expectations so as to maximize consumers’ perceived value to the extent of experiencing excellent quality at reasonable price. The customer loyalty would be built as a consequence. Hence, the study aimed at discussing influences exerted by professional competence, service innovation, service quality and perceived value of land administration agents on the customer loyalty. Data were collected via a questionnaire survey. Being conducted in the northern Taiwan, the survey took customers of land administration agents there as interviewees. Totally 350 questionnaires were distributed, with 325 copies proved to be valid questionnaires. Moreover, the author employed SPSS 22 statistical analysis software to execute data statistics and hypothesis verification. The results revealed that: 1. Professional competences significantly and positively influence service innovation, service quality, perceived value and customer loyalty. 2. Service innovation, service quality and perceived value all significantly and positively influenced customer loyalty. 3. Service innovation, service quality and perceived value respectively impact the relationship between professional competence and customer loyalty. 4. In variables of demographic statistics, interviewees with different educational backgrounds have conspicuous different feelings toward professional competence and service innovation , and interviewees with different monthly incomes have remarkable cognitive differences regarding service innovation, service quality, perceived value and customer loyalty. Keywords: Land Administration Agent, Professional competence, Service innovation, Service quality, Perceived value, Customer loyalty.