本論文主要是以自助式加油站為例探討自助式加油服務特質、消費者特質、消費者關係品質對消費者偏好與使用自助式加油服務技術之影響。
加油站業者推展自助式加油服務主要原因為勞退新制實施，導致加油站業者人事成本大幅增加；加上基本工資上漲，加油站業者所負擔工作人員勞健保相關應付額亦隨之增加。再者，以往的加油現金交易模式容易產生找零糾紛、或因欠帳導致應收帳款增加；此外，傳統人員服務的信用卡刷卡授權作業易有弊端，經常會發生工作人員盜刷等非法行為。最後，因現金交易產生的現金保管風險、金融機構收款保全人員運輸與作業成本，隨油價上漲而與日俱增；加上現金加油需要有足夠找零的週轉金，無形中造成另類的資金浪費及利息成本負擔。
雖說對加油站業者而言，自助式加油系統的推行明顯地對於各項經營成本具有直接或間接助益；然而，加油站業者大力推展自助式加油系統是否將衝擊消費者既有的消費習慣、消費者的個人特質是否會影響自助式加油系統未來的推展是本研究主要的關注焦點。
過去的文獻大都著重於提供服務的人員與被服務消費者的人際互動關係行銷上，著墨自助式服務技術與消費者關係品質之間關係的研究並不多，且較少由該項服務技術特性、消費者特質角度切入來分析消費者消費者關係品質、消費者對自助式服務技術偏好與使用的相關性。因此，本研究藉由文獻探討與問卷調查分析，探討(1)自助式加油服務特質對消費者偏好自助式加油服務程度的影響；(2)消費者特質對消費者偏好自助式加油服務程度的影響；(3)消費者對自助式加油服務的偏好程度與使用程度之關係；(4)加油站與消費者之間的消費者關係品質對自助式加油服務使用程度關係的影響。

The thesis primarily took self-service fueling as an example to explore effects of properties of self-service fueling technology, consumer’s characteristics, quality of relationship on consumer’s preferences and uses of self-service fueling technology. In the past, fueling services were provided face to face between consumers and gas station employees. But with the continuous innovation of information technology, the self-service fueling has been gradually taking advantage of the technology to offer services that contacts of service had not been limited to interpersonal interactions and a consumer might have been provided full services without presence of the gas station employees.
Past researches have showed that the information technology (e.g. self-service fueling technology) used by the service industry could benefit consumers too, but some scholars argued that each consumer might have different degrees of acceptance of the new service technology. Some consumers might love the self-service fueling technology but some others might be fearful to accept it. After reviewing past related researches, the researcher found that most of the past literature of exploring quality of relationship in the service industry focused on the marketing with interpersonal interaction relationship between service employees and consumers and there were not many researches focusing on the relationship between self-service fueling technology services and quality of relationship.
By the study of literature and practical observations, the researcher developed a model of consumer’s preferences and uses of self-service fueling. It was followed by exploring effects of properties of self-service fueling on consumer’s preferences for self-service fueling, effects of consumer’s characteristics on consumer’s preferences for self-service fueling, relationship among consumer’s characteristics, properties of information technology and preferences for self-service fueling and relationship between consumer’s preferences as well as uses of self-service fueling. In the last part of thesis, the researcher explored the effects of quality of relationship between enterprise and consumers on the relationship between preferences and uses of self-service fueling.

目 錄
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 5
第二章　文獻探討 6
第一節　自助式服務技術與消費者特質 6
第二節　消費者關係品質 13
第三章　研究設計 16
第一節　觀念架構 16
第二節　研究假設 17
第三節　研究變項構面與究變數的操作性定義 22
第四章　資料分析 30
第一節　樣本結構分析 30
第二節　研究假設的檢定 35
第五章　結論與建議 48
第一節　研究結論 49
第二節　研究意涵與建議 52
第三節　後續研究方向 54
參考文獻 55
一、中文部分 55
二、英文部分 56
附錄－研究問卷 60

 
表 目 錄
表2-1 自助式服務科技在介面及消費方式的分類與使用 7
表3-1 自助式加油服務特質的各項構面與衡量項目 22
表3-2 消費者對自助式加油服務的偏好程度之衡量項目 23
表3-3 消費者特質的各項構面與衡量項目 24
表3-4 消費者關係品質的各項構面與衡量項目 25
表3-5 消費者對自助式加油服務的使用程度之衡量項目 26
表3-6 本研究問卷發送及回收詳細表 27
表3-7 本研究問卷各變項之信度分析 28
表4-1 有效樣本的受訪者基本資料分析 30
表4-2 受訪者目前使用自助式加油服務的情形 34
表4-3 受訪者未來使用自助式加油服務的情形 34
表4-4 自助式加油特性__易用性對消費者偏好自助式加油服務影響 35
表4-5 自助式加油特性__彈性對消費者偏好自助式加油服務之影響 36
表4-6 自助式加油特性__省時性對消費者偏好自助式加油服務影響 36
表4-7 自助式加油特性__控制性對消費者偏好自助式加油服務影響 36
表4-8 自助式加油特性__可靠性對消費者偏好自助式加油服務影響 37
表4-9 自助式加油特性__便利性對消費者偏好自助式加油服務影響 37
表4-10 自助式加油特性__隱私性對消費者偏好自助式加油服務影響 37
表4-11 自助式加油特性__正確性對消費者偏好自助式加油服務影響 38
表4-12 自助式加油特性__趣味性對消費者偏好自助式加油服務影響 38
表4-13 自助式加油特性對消費者偏好自助式加油服務影響 38
表4-14 消費者特質__自我效能對消費者偏好自助式加油服務之影響 41
表4-15 消費者特質__追求新奇事物對消費者偏好自助式加油服務之影響 41
表4-16 消費者特質__互動需要對消費者偏好自助式加油服務之影響 41
表4-17 消費者特質__自我認知對消費者偏好自助式加油服務之影響 42
表4-18 消費者特質對消費者偏好自助式加油服務之影響 42
表4-19 消費者偏好自助式加油服務對消費者使用自助式加油服務程度之影響 43
表4-20 消費者關係品質_信任對消費者使用自助式加油服務程度影響 44
表4-21 消費者關係品質_滿意對消費者使用自助式加油服務程度影響 44
表4-22 消費者關係品質_承諾對消費者使用自助式加油服務程度影響 44
表4-23 消費者關係品質_價值對消費者使用自助式加油服務程度影響 45
表4-24 消費者關係品質_瞭解對消費者使用自助式加油服務程度影響 45
表4-25 消費者關係品質_溝通對消費者使用自助式加油服務程度影響 45
表4-26 消費者關係品質_整體對消費者使用自助式加油服務程度影響 46
表4-27 消費者關係品質對消費者使用自助式加油服務程度之影響 47


圖 目 錄
圖2-1 服務生產連續帶(Services Production Continuum) 10
圖3-1 本研究觀念架構圖 16

一、中文部分
王婷穎（2002），國際觀光旅館之服務品質、消費者關係品質與消費者忠誠度之相關性研究－以台北、台中及高雄地區為例，南華大學旅遊事業管理研究所碩士論文。
朱少華（2012），台灣中油史料影輯，台灣中油股份有限企業組織組織出版。
林怡菁（2004），資訊科技服務對服務品質與消費者關係品質影響之研究－以旅館業為例，大葉大學工業關係學系碩士論文。
柯立恆（2008），自助式加油站之選點分析與消費者接受度探討-以中油企業組織組織台中處為例，靜宜大學管理碩士在職專班碩士論文。
陳明升（2005），資訊化技術特性、消費者特質、消費者關係品質對消費者偏好與使用自助式服務技術之影響－以金融機構自助式服務技術為例，東吳大學國際貿易學系在職碩士班碩士論文。
陳曉菁（2001），服務技術接觸與消費者互動品質間關係之研究－以金融業者服務為例，國立高雄第一科技大學行銷與流通管理系碩士論文。
謝福樹（2001），從關係行銷探討消費者關係品質之模式－以我國金融業者業為例，義守大學管理研究所碩士論文。
關復勇（1998），專業服務接觸互動行銷中消費者關係品質認知之研究－以護理人員與病患間關係為例，國立中山大學企業組織管理研究所博士論文。

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