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題名:專案經理關係行銷與服務品質知覺、顧客忠誠度之關聯探討
書刊名:東吳經濟商學學報
作者:謝效昭 引用關係李美玉
作者(外文):Hsieh, Hsiao-chaoLee, Mei-yu
出版日期:2008
卷期:60
頁次:頁133-158
主題關鍵詞:關係行銷服務品質顧客忠誠度Relationship marketingService qualityCustomer loyalty
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(6) 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:6
  • 共同引用共同引用:0
  • 點閱點閱:41
在學術研究領域,有關關係行銷與顧客服務品質、忠誠度關聯性的議題雖然已有不少,但關係行銷與服務品質恰為企業與顧客互動的兩端,在研究方法上若單從企業或顧客一方進行調查,所得到的結果往往流於主觀,如果可以整合企業與顧客兩者的立場,將會使研究發現更具說服力。本研究以企業端之客服人員及其所服務的客戶為探討對象,研究企業所採行之關係行銷、專案經理的人格特質、顧客感受之服務品質以及顧客忠誠度之關聯,採取配對式問卷調查,分別由專案經理與其服務的客戶填答,結果發現:(1)企業之關係行銷活動與顧客感受之服務品質,兩者有顯著正向關聯;(2)良好的服務品質對顧客忠誠度的提升有顯著正向關聯;(3)專案經理的人格特質,會干擾關係行銷活動與服務品質的關聯性,而干擾的方向性與程度,因不同的人格特質而有差異。
Some of the literatures proved that relationship marketing can increase customers' service quality and loyalty. But most of them were surveyed from either the supply side or the demand side. To improve the survey method, this paper uses matching questionnaires between project manager and customer to survey the associations among relationship marketing, customer's perception of service quality and loyalty. The findings are: (1) the relationship marketing can increases customer's perception of service quality. (2) the service quality perceived by customer can increases customer loyalty, (3) the personality traits of project manager will affects the association between relationship marketing and service quality.
期刊論文
1.Barrick, M. R.、Mount, M. K.(1991)。Autonomy as a moderator of the relationships between the Big Five personality dimensions and job performance。Journal of Applied Psychology,78(1),111-118。  new window
2.Watson, P. T.、Clark, L. A.(1992)。On traits and temperament: General and specific factors of emotional experience and their relation to the fivefactor model。Journal of Personality,60(2),441-476。  new window
3.Schmit, Mark J.、Kihm, Jenifer A.、Robie, Chet(2000)。Development of a global measure of personality。Personnel Psychology,53(1),153-193。  new window
4.Bennett, R.、Barkensjo, A.(2005)。Relationship Quality, Relationship Marketing, and Client Perceptions of the Levels of Service Quality of Charitable Organisations。International Journal of Service Industry Management,16(1),81-106。  new window
5.Richard, Frederick F.、Sasser, W. Eral Jr.(1990)。Zero Defection: Quality Comes to Services。Harvard Business Review,68(5),105-111。  new window
6.Sheth, Jagdish N.、Parvatiyar, Atul(1995)。Relationship Marketing in Consumer Markets: Antecedents and Consequences。Journal of the Academy of Marketing Science,23(4),255-271。  new window
7.Christy, Richard、Oliver, Gordon、Penn, Joe(1996)。Relationship Marketing in Consumer Markets。Journal of Marketing Management,12(1-3),175-187。  new window
8.Stone, Merlin、Woodcock, Neil、Wilson, Muriel(1996)。Managing the Change from Marketing Planning to Customer Relationship Management。Long Range Planning,29(5),675-683。  new window
9.MacMillan, Keith、Money, Kevin、Money, Arthur、Downing, Steve(2005)。Relationship Marketing in the Not-for-profit Sector: An Extension and Application of the Commitment-trust Theory。Journal of Business Research,58(6),806-818。  new window
10.Barrick, M. R.、Stewart, G. L.、Piotrowski, M.(2002)。Personality and job performance: Test of the mediating effects of motivation among sales representatives。Journal of Applied Psychology,87(1),43-51。  new window
11.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
12.Kotler, Philp(1992)。Marketing's new paradigm: what's really happening out there?。Planning Review,20(5),50-52。  new window
13.Bettencourt, Lance A.(1997)。Customer voluntary performance: customers as partners in service delivery。Journal of Retailing,73(3),383-406。  new window
14.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing,58(3),20-38。  new window
15.Judge, Timothy A.、Higgins, Chad A.、Thoresen, Carl J.、Barrick, Murray R.(1999)。The big five personality traits, general mental ability, and career success across the life span。Personnel Psychology,52(3),621-652。  new window
16.Hennig-Thurau, Thorsten、Gwinner, Kevin P.、Gremler, Dwayne D.(2002)。Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality。Journal of Service Research,4(3),230-247。  new window
17.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。  new window
18.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing,56(3),55-68。  new window
19.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing,64(1),12-40。  new window
20.鄭芬蘭(1995)。「五大因素模式」的特質人格理論。高等教育學報,第3期,205-27。  延伸查詢new window
21.Avila, R. A. and E. F. Fern(1986)。“The Selling Situation as a Moderator of the Personality-Sales Performance Relationship: An Empirical Investigation.”。The Journal of Personal Selling & Sales Management,6,no.3,53-63。  new window
22.Holmlund, M. and S. Kock(1996)。“Relationship Marketing: The Importance of Customer-Perceived Service Quality in Retail Banking.”。The Service Industries Journal,16,no.3,287-304。  new window
23.Prahalad, C. K. and V. Ramaswamy(2000)。“Co-Ppting Customer Competence.”。Harvard Business Review,78,79-88。  new window
24.. and R. A. Peterson(1971)。“Personality and Performance-Satisfaction of Industrial Salesmen.”。Journal of Marketing Research,8,no.4,501-05。  new window
25.Singh, J.(1999)。“Some Selected Individual and Organizational Moderators of Boundary Role Ambiguity for Sales and Marketing Professionals.”。Proceedings of American Marketing Association Conference,10,4-6。  new window
26.Singh, J.、Rhoads, G. K.(1991)。Boundary role ambiguity in marketing-oriented positions: A multidimensional, multifaceted operationalization。Journal of Marketing Research,28(3),328-338。  new window
27.Warr, P., D. Bartram, and T. Martin(2005)。“Personality and Sales Performance: Situational Variation and Interactions between Traits.”。International Journal of Selection and Assessment,13,no.1,87-101。  new window
學位論文
1.吳勇德(2002)。關係行銷方式對於顧客忠誠度的影響--以資訊教育業為例(碩士論文)。國立臺灣科技大學。  延伸查詢new window
2.張為理(2002)。商業友誼對服務品質、顧客滿意與顧客忠誠影響之研究--以學校教育與健身中心為例(碩士論文)。朝陽科技大學。  延伸查詢new window
3.蔡欣嵐(2001)。工作特性、人格特質與工作滿意度之關係--以半導體業為例(碩士論文)。國立中央大學。  延伸查詢new window
4.黃偉松(2001)。服務品質、顧客滿意度與顧客忠誠度關係之研究--以證券商為例(碩士論文)。淡江大學。  延伸查詢new window
5.林龍興(2003)。關係行銷結合策略與生活形態對顧客忠誠度影響之研究─以網路購物與線上拍賣為例。  延伸查詢new window
6.紀舒智(2003)。從關係行銷探討關係品質與顧客自發行為之研究。  延伸查詢new window
7.侯明佑(2003)。客服中心運用於顧客關係管理、關係行銷及服務品質之實證研究─以B銀行企業金融部門為例。  延伸查詢new window
8.陳怡伶(2000)。電子商務關係行銷與顧客整體滿意度之研究。  延伸查詢new window
9.陳莉娟(2000)。一對一網路行銷之探索性研究。  延伸查詢new window
10.張雅婷(2002)。關係網路連結與顧客忠誠度關連性研究─以人壽保險業為例。  延伸查詢new window
11.謝光俊(2003)。人格特質、工作特性與情緒勞務負荷、工作滿意及顧客服務品質感受之關聯性研究─以中華電信為例。  延伸查詢new window
圖書
1.Costa, Paul T. Jr.、McCrae, Robert R.(1985)。The NEO Personality Inventory: Manual Form S and Form R。Psychological Assessment Resources。  new window
2.Armstrong, Gary、Kotler, Philip(2000)。Marketing: An Introduction。Prentice Hall。  new window
3.Daft, R. L.(2004)。Organization theory & design, 8th Edition。New York。  new window
 
 
 
 
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