由於產業結構的改變,服務業佔了我們生活的大宗,消費者有了更多的選擇,服務業者面臨了競爭者眾多的難題。因此,除了商品的品質必須良好且推陳出新外,服務業者必須提供顧客更優質完善的服務品質以期留住顧客並且吸引來客數。

服務品質的實踐,可以透過良好的顧客服務管理以及顧客關係管理的準則,讓服務業者事半功倍的達成其目標。首先,必須要徹底瞭解顧客行為,以及消費者真正的需求,以期達到最良好的顧客滿意度,創造顧客的信任度,並降低顧客轉換率,讓顧客的服務感知價值提高,使得增加消費者的購買意願,才得以提高該公司的市場佔有率。

本研究的最終目的是希望藉由服務管理中的諸多概念,以顧客服務管理以及顧客關係管理兩個構面,探討其與市場佔有率之間的關係。並希望藉由此研究,帶給所有服務業者以及相關產業啟發,了解服務品質的必要性以及其對市場佔有率的影響。

Nowadays, the industrial structure alters, and leads to tremendous rising of the service industry. Therefore, the enterprises are encountering obstacles such as various competitors, increasing demand of service quality, and diverse emerging of innovative products and services.

  To enhance the competitiveness of enterprises, comprehensive customer service management and customer relationship management are ideal measure for the business employers to fully understand what customers actually need and facilitate them to boost the market share on the perspective of service quality.

  First, by knowing the customer service management and quality conformance, customer behavior can be obtained. Moreover, customer switching rate can be influenced by customer behavior and thus lead to customer perception. Secondly, by using customer relationship management, customer trust can be obtained. Furthermore, perceived value can be the reflection of customer trust, and simultaneously affect purchasing intention. Finally, market share can be obtained by the results of customer perception and purchasing intention.

  Hence, the development of this model can be used to evaluate the relationship between service quality and market share, and thus facilitate enterprises to enhance market share.

Table of Contents 
Table of Contents	I 
Chapter1: Introduction 1 
1.1Background
1.2 Research Motivation 6
1.3 Research Structure 8

Chapter2: Literature Review 10 
2.1 Customer Service Management 10
2.2 Quality Conformance 14 
2.3 Customer Behavior 16 
2.4 Customer Switching Rate 18 
2.5 Customer Perception 20 
2.6 Customer Relationship Management 22
2.7 Customer Trust 25 
2.8 Perceived Value 26 
2.9 Purchasing Intention 28 
2.10 Market Share 32

Chapter 3: Model Development 35 
3.1 Customer Service Management (CSM) 35  
3.2 Quality Conformance (QC) 36
3.3 Customer Behavior (CB) 37
3.4 Customer Switching Rate (CSR) and Customer Behavior
(CB) 37
3.5 Customer Perception (CP) and Customer Switching Rate
(CSR) 39
3.6 Customer Relationship Management (CRM) 40 
3.7 Customer Trust (CT) 41
3.8 Perceived Value (PV) 42
3.9 Purchasing Intention (PI) 43
3.10 Market Share (MS) 45

Chapter 4: Numerical Example 46
4.1 Customer Service Management (CSM) 46
4.2 Quality Conformance (QC) 47
4.3 Customer Behavior (CB) 47 
4.4 Customer Switching Rate (CSR) and Customer Behavior
(CB) 48  
4.5 Customer Perception (CP) and Customer Switching Rate (CSR) 48
4.6 Customer Relationship Management (CRM)49 
4.7 Customer Trust (CT) 50 
4.8 Perceived Value (PV) 50 
4.9 Purchasing Intention (PI) 51 
4.10 Market Share (MS) 53

Chapter 5: Conclusion 55
5.1 Discussion 55
5.2 Future Research 57

References 59
List of figures
Figure 1  The research structure 8 
Figure 2  The model of behavioral and financial consequence
of service quality 32

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