顧客維持策略對關係品質、顧客價值、忠誠度影響之研究--以國內某大保全公司為例_

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題名：	顧客維持策略對關係品質、顧客價值、忠誠度影響之研究--以國內某大保全公司為例
書刊名：	臺北科技大學學報
作者：	廖森貴／賴明昌
作者(外文)：	Liao, Sen-kuei／Lai, Ming-chang
出版日期：	2004
卷期：	37:2
頁次：	頁203-218
主題關鍵詞：	顧客維持策略；關係品質；顧客價值；忠誠度；Customer retention strategy；Relationship quality；Customer value；Loyalty
原始連結：	連回原系統網址
相關次數：	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:1 共同引用:0 點閱:44

留住老顧客比吸引新顧客的成本低，本研究以國內某保全公司為研究對象，利用LISREL 統計軟體分析顧客維持策略（服務、核心產品、價格與形象）對關係品質、顧客價值、忠誠度之影響。研究結果發現：服務、形象、價格對關係品質有正向關係，服務與形象對顧客價值有正向關係，關係品質與顧客價值對忠誠度有正向關係。

以文找文

To retain an old customer cost less than to attract a new customer. In this research, we will propose a framework of conceptual model depicting the relation between customer retention strategy and relationship quality, value, and loyalty. LIEREL model is applied to confirm the significance of the relation among service, image, price, product, relationship quality, value, and loyalty. The outcomes are as followings: Service, price and image have positive effects on relationship quality; service and image have positive effects on customer value; relationship quality and customer value have positive effects on loyalty.

以文找文

期刊論文
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15.	Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。
16.	Mittal, Vikas、Kamakura, Wagner A.(2001)。Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics。Journal of Marketing Research，38(1)，131-142。
17.	Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。
18.	Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。
19.	Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。
20.	Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。
21.	Parasuraman, Ananthanarayanan Parsu、Grewal, Dhruv(2000)。The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda。Journal of the Academy of Marketing Science，28(1)，168-174。
22.	Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。
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24.	Boulding, William、Kalra, Ajay、Staelin, Richard、Zeithaml, Valarie A.(1993)。A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions。Journal of Marketing Research，30(1)，7-27。
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圖書
1.	Hess, Kearen M.、Wrobleski, Heniy M.(1982)。Introduce to Private Security。West Pub。
2.	Peppers, Don、Rogers, Martha(1997)。The One to One Future: Building Relationships One Customer at a Time。Bantam Dell Pub Group。
3.	Peters, Tom(1988)。Thriving on Chaos。New York：Alfred A. Knopf。
4.	Smith, M. R.(1979)。Quality sense: Organizational Approaches to Improving Product Quality and Service。New York：AMACOM。
5.	Naumann, Earl(1995)。Creating Customer Value: The Path to Sustainable Competitive Advantage。Thomson Executive Press Inc.。
6.	Grönroos, C.(2000)。Service Management and Marketing: A Customer Relationship Management Approach。New York：John Wiley and Sons Ltd.。
7.	Heskett, James L.、Sasser, Gary W. Earl Jr.、Schlesinger, Leonard A.(1997)。The service profit chain: how leading companies link profit and growth to loyalty, satisfaction, and value。New York：A Division of Simon & Schuster Inc。
8.	Lovelock, C.、Vandermerwe, S.、Lewis, B.(1996)。Services marketing: A European perspective。Englewood Cliffs, NJ：Prentice-Hall。
9.	Monroe, Kent B.(1990)。Pricing : Marketing Profitable Decisions。McGraw-Hill Publishing Company。
10.	Reichheld, Frederick F.、Teal, Thomas(1996)。The Loyalty Effect: The Hidden Force behind Growth Profits, and Lasting Value。Boston：Harvard Business School Press。
11.	Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。

圖書論文
1.	Martin, G. S.、Brown, T. J.(1990)。In Search of Brand Equity: The Conceptualization and Measurement of the Brand Impression Construct。Marketing Theory and Applications。Chicago, Illinois：American Marketing Association。

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