近年來因公共工程預算不斷縮減、不動產市場不景氣，造成建設案量急速萎縮，需求下降；到貿易商大量進口東南亞、中國大陸等質地良莠不齊的磁磚以低價傾銷競爭；再論戶外防水塗料的興起，使得國內磁磚材料商面臨經營上的困境。
磁磚供應商於行銷時如能找對主要決策者 (Primarily Decision Marker) 並提供主要決策者真正的需求，對於成功承攬業務的機率將大幅提高。
本研究透過文獻收集及整理，藉由問卷及統計方法，以獲得營建案中不同類別的主要決策者對磁磚供應商的選商因子，以及對磁磚供應商所提供服務的品質及滿意度評分與對磁磚供應商的客戶忠誠度的特徵。並由分析結果提出對既有客戶與的潛在客戶的行銷策略建議，供磁磚供應商尋求改善，以期能滿足主要決策者的需求並取得業務。

Due to recent budget cut in public construction and declining of real estate market, demand and scale of new buildings shrink rapidly. Plus, huge amounts of low price tiles with questionable quality from China and south-east Asia flooded into Taiwan’s market. Together with the rising of water proofing paints make local tiles suppliers hard to run their business.
If tile suppliers can find the right Primarily Decision Makers (PDM) when marketing and give them what they needed, it will greatly increase the chance of getting new deals.
Through collecting and organizing documents and using questionnaires and statistical methods, this research acquires the characteristic of different categories of Primary Decision Makers (PDM) in construction projects’ selection factors of tile suppliers, quality and satisfaction of suppliers’ service, and the customer loyalty to suppliers. With all the information, this article proposes marketing strategies for existing customers and potential customers for tile suppliers to seek improvement in order to meet the needs of PDMs and increase business.

論文審定書 i
論文公開授權書 ii
誌 謝 iii
摘 要 iv
目 錄 vi
圖 次 viii
表 次 xi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第四節 研究範圍與限制 3
第五節 陶瓷產業現況分析 4
第二章 文獻探討 8
第一節 服務品質 8
第二節 客戶滿意度 11
第三節 客戶忠誠度 14
第四節 行銷理論 16
第三章 研究設計 23
第一節 研究架構 23
第二節 調查對象 23
第三節 問卷設計 24
第四節 問卷發放與回收 27
第四章 資料分析與結果 28
第一節 問卷對象的背景分析 28
第二節 選商因子序位 35
第三節 服務品質評分 50
第四結 服務滿意度 58
第五結 忠誠度 64
第六節 小結 70
第五章 因應策略 77
第一節 不同客群產生不同選商因子序位之因應行銷策略 77
第二節 服務缺口改善建議 78
第三節 服務缺口之因應策略 79
第六章 結論與建議 81
第一節 研究結論及建議 81
第二節 研究限制 81
參考文獻 82
附錄一 問卷 87

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三、網路部分
Definition of Marketing (AMA).
https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx (2018/04/06).

科學月刊(2015/04/02)
http://scimonth.blogspot.tw/2015/04/blog-post_83.html