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題名:網路書店關係品質與顧客忠誠度模式之研究
書刊名:大葉學報
作者:陳致魁翁淑緣
作者(外文):Chen, Chih-kuiWong, Shu-yeng
出版日期:2001
卷期:10:2
頁次:頁31-46
主題關鍵詞:網路書店關係行銷關係品質顧客忠誠度Cyber bookstoreRelationship marketingRelationship qualityCustomer loyalty
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:30
     本研究主要在瞭解影響網路書店與顧客間之關係品質的前因變項及結果變項,並且驗證關係品質及顧客忠誠度之因果模式。本研究發現關係品質可以分成正向關係品質與負向關係品質兩個構面,而不是一個整體的、單一的建構。本研究所建立的「網路書店關係品質與顧客忠誠度之模式」,被驗證為具有滿意的適配度,顯示產品/服務品質、安全性、及互動強度等前因變項,會影響正向關係品質。而安全性、互動強度、及專業知識會影響「負向關係品質」,並透過「負向關係品質」而反向的影響「正向關係品質」。至於正向關係品質則會強化顧客忠誠度。因此可以肯定正向關係品質具有中介變項的作用,在承受前因變項的影響後,進而影響顧客忠誠度。
     The objective of this research is to study the impact of relationship quality on the loyalty of cyber bookstores’ customers and to propose a relationship quality and customer loyalty model for cyber bookstores. This study finds that relationship quality is not a single construct, but rather consists of both positive relationship quality and negative relationship quality. The relationship quality and customer loyalty model for cyber bookstores shows that offering quality, security, and contact intensity will affect the positive relationship quality. The negative relationship quality is affected by the security, contact intensity, and expertise perceived by the customers. The positive relationship quality is also affected by the negative relationship quality. Consequently, the positive relationship quality will significantly and directly enhance customer loyalty. It is concluded that the positive relationship quality serves as a mediator which is influenced by antecedent variables and subsequently affects customer loyalty.
期刊論文
1.Pitt, L.、Berthon, P.、Watson, R. T.(1996)。The World Wide Web as an Advertising Medium: Toward an understanding of Conversion Efficiency。Journal of Advertising Research,36(1),43-53。  new window
2.Dwyer, F. R.、Oh, S.(1987)。Output sector munificence effects on the internal political economy of marketing channels。Journal of Marketing Research,24(11),347-358。  new window
3.Frazier, G. L.(1983)。Interorganizational exchange behavior in marketing channels: a behavioral perspective。Journal of Marketing,47(4),68-78。  new window
4.Leuthesser, L.(1997)。Supplier relational behavior: an empirical assessment。Industrial Marketing Management,26(3),245-254。  new window
5.Parasuraman, A.、Zeithaml, V. A.、Berry, L. L.(1985)。A concept model of service quality and its implications for future research。Journal of Marketings,49(4),41-50。  new window
6.Smith, B.(1998)。Buyer-seller relationsjhip: bonds, relationship management, and sex-type。Revue Canadienne des Sciences de I 'Administration,15(1),76-92。  new window
7.Shani, D.、Clalasani, S.(1992)。Exploiting niches using relationship marketing。The Journal of Consumer Marketing,9(3),33-42。  new window
8.Williamson, O. E.(1983)。Credible commitments: using hostages to support exchange。American Economic Review,73(4),519-554。  new window
9.Tiwana, A. B.(1998)。Interdependency factors influencing the World Wide Web as a channel of interactive marketing。Journal of Retailing and Consumer Services,5(4),245-253。  new window
10.Dorsch, M. J.、Swanson, S. R.、Kelley, S. W.(1998)。The role of relationship quality in the stratification of vendors as perceived by customers。Journal of the Academy of Marketing Science,26(2),128-142。  new window
11.Peppers, Don、Rogers, Martha、Dorf, Bob(1999)。Is Your Company Ready for One-To-One Marketing?。Harvard Business Review,77(1),151-160。  new window
12.Dwyer, F. Robert、Schurr, Paul H.、Oh, Sejo(1987)。Developing Buyer-Seller Relationships。Journal of Marketing,51(2),11-27。  new window
13.Moorman, Christine、Zaltman, Gerald、Deshpande, Rohit(1992)。Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations。Journal of Marketing Research,29(3),314-328。  new window
14.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing,54(3),68-81。  new window
15.Lagace, Rosemary R.、Dahlstrom, Robert、Gassenheimer, Jule B.(1991)。The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry。Journal of Personal Selling and Sales Management,11(4),39-47。  new window
16.Swan, J. E.、Trawick, I. F.、Silva, D. W.(1985)。How industrial salespeople gain customer trust。Industrial Marketing Management,14(3),203-211。  new window
17.Sirohi, Niren、McLaughlin, Edward W.、Wittink, Dick R.(1998)。A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer。Journal of Retailing,74(2),223-245。  new window
18.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing,27(9),19-35。  new window
19.Heide, Jan B.、John, George(1988)。The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels。Journal of Marketing,52(1),20-35。  new window
20.Grönroos, Christian(1991)。The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s。Management Decision,29(1),7-13。  new window
21.Kumar, Nirmalya、Scheer, Lisa K.、Steenkamp, Jan-Benedict E. M.(1995)。The Effects of Supplier Fairness on Vulnerable Resellers。Journal of Marketing Research,32(1),54-65。  new window
22.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing,58(3),20-38。  new window
23.Westbrook, Robert A.(1981)。Sources of Consumer Satisfaction with Retail Outlets。Journal of Retailing,57(3),68-85。  new window
24.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review,73(6),88-99。  new window
學位論文
1.施義輝(1996)。臺灣地區旅行業關係品質模式建立之實證研究(碩士論文)。國立雲林技術學院。  延伸查詢new window
2.林俊役(1998)。WWW使用者網路購物因素之研究(碩士論文)。國立政治大學。  延伸查詢new window
3.王郁惠(1997)。服務業類別、關係行銷與顧客忠誠度關係之研究(碩士論文)。國立中正大學。  延伸查詢new window
4.周昌筠(1991)。壽險業務員之關係行銷--從台北壽險保戶之觀點來探討(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.資策會(1997)。電子商店經營管理指引。台北:經濟部商業司。  延伸查詢new window
2.Crosby, L. A.(1984)。Consumer attitudes toward whole life insurance。Atlanta:Life Office Management Association。  new window
3.Berry, L. L.、Parasuraman, A.(1991)。Marketing Services: Competing through Quality。New York:The Free Press。  new window
4.Axelrod, R.(1986)。The Evolution of Cooperation。New York:Basic Books, Inc.。  new window
5.Jackson, B. B.(1985)。Winning and Keeping Industrial Customers。Lexington Books。  new window
6.Griffin, J.(1997)。Customer Loyalty: How to Earn It, How to Keep It。New York, NY:Lexington Books。  new window
7.Stanton, W. J.、Buskirk, R. H.(1987)。Management of Sales Force。Homewood, IL:Richard D. Irwin, Inc.。  new window
8.Kalakota, Ravi、Whinston, Andrew B.(1996)。Frontiers of electronic commerce。Addison-Wesley Publishing Company。  new window
圖書論文
1.Berry, L. L.(1983)。Relationship marketing。Emerging Perspectives on Service Marketing。Chicago, IL:American Marketing Association。  new window
2.Derlega, V. J.、Winstead, B. A.、Wong, P. T. P.、Greenspan, M.(1987)。Self-disclosure and relationship development: an attributional analysis。Interpersonal Process: New Directions in Communication Research。Sage Publications, Inc.。  new window
3.Sheth, L. N.(1975)。Buyer-seller interaction: a conceptual framework。Advance in Consumer Research。Cincinnati:Association for Consumer Research。  new window
 
 
 
 
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