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題名:關係品質與關係結果之研究
作者:吳師豪 引用關係
作者(外文):Wu, Shih-Hao
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:黃營杉
學位類別:博士
出版日期:2004
主題關鍵詞:關係品質顧客滿意信任承諾顧客忠誠顧客佔有率relationship qualitycustomer satisfactiontrustcommitmentcustomer loyaltycustomer share
原始連結:連回原系統網址new window
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關係行銷的目的在發展與維持長期的顧客關係,關係行銷的理論發展,已被視為一門行銷思想學派,然而,以往關係行銷的實證研究焦點大多集中在組織與組織之間(B2B)夥伴關係的建立,對於組織與消費者之間的關係(B2C),則較少受到重視。關係品質三要素:顧客滿意、信任與承諾,已被視為關係行銷的主要驅動因子,其對關係結果(顧客忠誠與顧客佔有率)的影響性則為本研究的核心議題。本研究以百貨公司(主要為選購品組合)與便利商店(主要為便利品組合)兩種零售業態的消費者為研究對象,欲探討(1)顧客滿意與顧客忠誠的關係究竟為何?希冀建構一個整合性的關係行銷實證模式。(2)關係品質的內涵與本質為何?以確認關係品質對行銷結果之影響性,並釐清顧客滿意、信任、承諾之角色與相互關係。(3)顧客忠誠的內涵與本質為何?確認態度忠誠與行為忠誠的關係,並以顧客佔有率作為行為忠誠的指標。本研究亦將其他影響實際消費行為的因素(如地點便利性、替代方案的吸引力、商店創新、犧牲成本及相對價格知覺比較等),納入作為控制變數,以釐清關係行銷各個態度構念對顧客佔有率的真實影響力。本研究採便利抽樣在大台北地區共訪問取得568位百貨公司消費者,及517位便利商店消費者作為分析樣本,以結構方程模式(SEM)驗證研究之假設關係。研究發現:1.建構之關係行銷整合性模式適用於國內零售業;2.關係品質三要素對於顧客忠誠有很大的解釋力(R2=0.79以上),而且,承諾是顧客滿意、信任影響顧客忠誠的重要中介變數,因此,商店值得持續投資於改善關係品質之努力;3.顧客滿意僅對態度面的顧客忠誠有直接關係,但對於顧客佔有率(行為忠誠)則為間接關係,亦即,唯有先建立起顧客忠誠的態度,才會形成後續忠誠的行為。本研究依據上述發現提出具體的理論與實務意涵,以及後續研究方向。
Relationship marketing aims to develop and maintain enduring relationships with customers. Its theory developed has been gradually accepted as a school of marketing thought. However, most past studies in relationship marketing have focused on business-to-business (B2B) relationship and little paid attention to business-to-consumer (B2C). Taking a perspective of B2C relationship, this study intends to realize the effects of three recognized key components in relationship quality -- customer satisfaction, trust and commitment on relationship outcomes (i.e., customer loyalty and customer share).
This study centered on two retail formats: department stores (which represent shopping goods mix) and convenience stores (which represent convenience goods mix). It aims to take on the following research questions:
1.What context exists between customer satisfaction and customer loyalty?
2.What are the contents of relationship quality? Will this relationship quality greatly impact on relationship outcomes? What sort of relations exists among customer satisfaction, trust and commitment?
3.What is the content of customer loyalty? What is the relation of attitude loyalty to behavior loyalty? Can customer share be used as an indicator of behaviour loyalty?
Also to further realize the relationships among the constructs of relationship quality and its outcomes, the study includes several factors into the model as control variables (e.g., location convenience, attractive alternatives, store innovations, sacrifice cost and perceived relative price).
A convenience sampling was chosen. A total of 568 department store consumers and 517 convenience store consumers were interviewed in metropolitan Taipei. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows:
1.The proposed B2C model of relationship marketing fits domestic retail sector.
2.The three key components of relationship quality have a great explanatory power on customer loyalty (over R2=0.79) whereas commitment is the significant mediator that affects customer loyalty. Therefore, a retailer’s continual investment in its customers’ relationship quality is highly suggested.
3.Although customer satisfaction directly relates to attitude loyalty, it indirectly relates to behavior loyalty. This indicates that in order to result in loyalty behavior, customers’ attitude loyalty must be developed first.
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