| 摘要: | 殯葬產業是中華民國文化追思祭祖的傳統文化，在不同的區域會有不同的殯葬習俗，現今的殯葬產業經由時代的轉化，各方習俗也慢慢的化繁為簡，逐漸的簡化。而殯葬產業中的『葬』，指的是骨灰、骸所安置的地方，也從以前的農業時代的土葬，改由火化入塔的便利，現今的火化率已高達99.5%，而殯葬設施也是現今殯葬產業的一部份。殯葬設施一般稱為『靈骨塔』，殯葬設施則是藉由禮儀從業人員(禮儀師)的介紹，較能提昇銷售機會，在傳統的殯葬業中，需要在殯葬禮儀的過程為先人做提供儀式的建議，祈求往者可以早日前往極樂世界。而在世的子子孫孫則在過程中，慢慢的接受親人往生的事實，進而降低先人往生的悲傷情緒。
殯葬市場的葬可分為三大類，一、預先規劃壽位，減少子孫未來的負擔。二、家屬親人往生而購買塔位產品。三、以往安葬的祖先，因其他因素需要改變先人安奉的地點。禮儀從業人員(禮儀師)是消費者較容易接觸及諮詢的管道，因此以研究殯葬設施業者關係品質對於通路業者忠誠度之影響。
本研究將殯葬設施業者對於通路業者的關係品質是否會影響忠誠度，而關係回質將以承諾、誠信及滿意度來探討通路業者的行為忠誠及態度忠誠。通路業者依禮儀師類型分為三種類型，第一種為企業型：市場上有發行生前契約以及禮儀執行單位，少部份企業自有殯葬設施，其中以國寶、龍巖、金寶山、萬安、仁本…等較知名企業。第二種為一般型：以區域性為需求並設立公司行號，服務區域為二至三個縣市，設有店面或辦公室，員工人數約為15人以下。三、個人型：通常未設立公司行號也沒有固定的辦公場所，平時與親朋好友相聚，若有葬事需求再依狀況協助辦理後事，而辦公場所通常以殯儀館服務區或周邊殯葬相關行業會客室做為協商區域。禮儀師類型也在此研究範圍中做為探討的構面，對於不同的禮儀師類型的關係品質是否會影響顧客忠誠度。
The funeral industry is the traditional culture of the Republic of China's remembrance and ancestor worship. There are different funeral customs in different regions. The current funeral industry has undergone the transformation of the times, and the customs of all parties have gradually become simplified and simplified. The "burial" in the funeral industry refers to the place where the ashes and remains are placed. It has also changed from the burial in the previous agricultural era to the convenience of cremation into the tower. Today's cremation rate is as high as 99.5%, and funeral facilities are also part of the funeral industry today. Funeral facilities are generally referred to as "spiritual bone towers", and funeral facilities are introduced by etiquette practitioners (etiquette teachers), which can improve sales opportunities. In the traditional funeral industry, it is necessary to do funeral etiquette for ancestors. Suggestions for rituals are provided, and those who wish to go to Elysium can go to Elysium as soon as possible. In the process, the living children and grandchildren gradually accept the fact that their relatives have passed away, and then reduce the sadness of the death of their ancestors.
Burials in the funeral market can be divided into three categories: 1. Pre-planning the lifespan to reduce the burden on future generations. 2. Family members buy tower products after death. 3. The ancestors buried in the past need to change the location of their ancestors due to other factors. Etiquette practitioners (etiquette teachers) are easier channels for consumers to contact and consult. Therefore, the influence of the relationship quality of funeral facilities operators on the loyalty of channel operators is studied.
This study examines whether the relationship quality of funeral facility operators to channel operators affects loyalty, and relationship quality will explore the behavioral and attitudinal loyalty of channel operators in terms of commitment, integrity and satisfaction. The channel operators are divided into three types according to the type of organization. The first type is the enterprise type: there are units that issue pre-living contracts and etiquette enforcement units in the market, and a small number of enterprises have their own funeral facilities, among which are Guobao, Longyan, Jinbaoshan, Wanan, Renben ... and other well-known enterprises. The second type is general type: with regional needs and establishment of company numbers, the service area is two to three counties and cities, with storefronts or offices, and the number of employees is about 15 or less. 3. Personal type: Usually there is no company office number or fixed office space. Usually, I gather with relatives and friends. If there is a funeral need, I will assist in the funeral according to the situation. The office space is usually in the funeral home service area or the surrounding funeral related industries. The reception room is used as a negotiation area. Organizational type is also used as a dimension to explore in this research scope, whether the relationship quality of different organizational types will affect customer loyalty. |
