本研究目的即在以「顧客化程度」與「利益持續期間」為分類基礎，比較兩構面分類下服務廠商採行行銷策略的差異。並探討組織特性與策略制訂者個人特質對廠商運用行銷策略的影響。
本擬採隨機抽樣方式寄發問卷，但囿於部分行業的母體數偏少，為顧及問卷回收率及回收成本等因素，而採立意取樣的作法。依方便性於每個產業選取30家以上的樣本，以人員訪問或郵寄問卷的方式調查業者實際執行行銷策略的狀況。計得有效問卷248份。透過頻次分析、相關分析、因素分析與多因子變異數等統計方法分析比較不同服務類型運用行銷策略的狀況；並透過區別分析驗證研究假設。
研究結果顯示不同服務類別間之行銷策略確實存有顯著地差異。「顧客化程度高、利益持續期間長」的廠商行銷策略將著重在「公關策略」、「重視服務人員」、與「建立無形的品質形象」等策略上的使用。對於只能帶來短期效果的策略，如價格策略、廣告、或是非人員推廣等活動則較少採用。「顧客化程度低、利益持續期間短」的廠商則剛好相反，注重於短期能為廠商帶來立即效果的「促銷活動」與「非人員推廣」的運用。「顧客化程度高、利益持續期間短」的廠商特別重視「因應供需不平衡下之行銷策略」的運用。

The main purpose of the study is to compare the differences of marketing strategies of the two-dimension classification, which classified by degree of customization and benefit duration period. And to explore the influences of the strategic selection of the services industries by different organization’s features and different strategies maker’s characters.
The research takes eight industries as population to investigate their marketing strategies. After collected, the data is processed with frequency analysis, factor analysis, discriminant analysis, one-way ANOVA, and two-way ANOVA. The key findings are:
1. The result indicates that two dimension classification method is more efficiently to reflect the differences of the marketing strategic between different taxonomies of service.
2. Service of “high degree of customization and long benefit duration period” focuses on the marketing strategies such as “public relationship strategy,” “strategy of emphasizing the importance of employees,” and “building the intangible quality image strategy, The strategies such as “low price strategy,” “advertisement strategy,” and “non-personal promotion,” which only can bringing short-term effect, are hardly used.
3. Service of “low degree of customization and short benefit duration period” is just the opposite, emphasizing the strategies which can bring the instant effect.
4. Service of “high degree of customization and short benefit duration period” prefers the use of “strategy under smoothing the unbalance of supply and demand.”

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究限制 4
第二章 文獻探討 5
第一節 服務的定義 5
第二節 由系統觀看服務分類 7
第三節 服務之特色、問題及行銷策略 26
第三章 研究方法 34
第一節 研究架構 34
第二節 變數之操作型定義與衡量 35
第三節 研究設計 38
第四節 服務廠商樣本側寫 48
第四章 資料分析與實證結果 52
第一節 服務業現況之描述 52
第二節 分類服務變數之探討 59
第三節 服務分類與行銷策略 63
第四節 組織特性與策略制訂者特質對分類架構與行銷策略之關聯性 79
第五章 結論與建議 101
第一節 研究發現 101
第二節 研究建議 106
參考文獻 108
中文部份 108
英文部份 109
附錄一：專家意見之問卷 114
附錄二：廠商問卷 119

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