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題名：跨國水泥業通路服務品質與關係品質對忠誠度影響之研究
書刊名：華人經濟研究
作者：封德台／廖彩伶／方顯光 引用關係／鍾振和 引用關係
作者(外文)：Feng, Te-tai／Liao, Cai-ling／Fang, Hsien-kuang／Chung, Chen-ho
出版日期：2010
卷期：8:1
頁次：頁105-128
主題關鍵詞：服務品質；關係品質；忠誠度；Channel service quality；Channel relationship quality；Channel 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(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:76
  • 點閱點閱:47
本研究主要探討跨國台商水泥業通絡服務品質與通路關係品質對通路忠誠度有何影響，且探討關係品質之中介效果。本研究以便利抽樣方式，於大陸發放問卷，共發出280份問卷，有效問卷共有249份，問卷有效率為92.5%。本研究結果發現跨國水泥業通絡服務品質對通路關係品質有正面之顯著影響，通路關係品質對通路忠誠度有正面之顯著影響，通絡服務品質之承諾性與回應性對通路忠誠度之購買忠誠有正面之顯著影響未成立，通路服務品質之關照性對通路忠誠度之購買忠誠有正面之顯著影響，通路服務品質之承諾性、回應性與關照性對通路忠誠度之口碑有正面之顯著影響。就水泥業而言，在經濟學上屬於寡占市場，各廠商間不僅相互牽制也會相互依賴，對於如何提高顧客對通路服務品質的認知是很重要的。一旦提高了顧客對於該種品牌服務品質的認知，通路關係品質也隨之增高，當顧客再次對水泥產生需求的同時，第一聯想到該品牌之水泥，通路忠誠度也將隨之提高。此外，從研究中也能發現，跨國台商水泥業通路服務品質對通路忠誠度之口碑有直接之影響，因此業主也須了解此因素，建立通路忠誠度，才能有正確的對策與方法，對於通路的掌握，能有較高的勝算。
The main purpose of the study is to discuss the influence of channel service quality and channel relationship quality upon channel loyalty of cement industry, and discuss the mediation effect of channel relationship quality. Questionnaires were used convenient sampling in China. A total of 280 questionnaires were delivered, 249 questionnaires were valid, valid respondent rate was 92.5%. This study revealed that channel service quality is positively associated with channel relationship quality on cement industry. Channel relationship quality is positively associated with channel loyalty. The promise and response of channel service quality have no associated with channel relationship quality. The care of channel relationship quality is positively associated with channel loyalty. Channel relationship quality is positively associated with the word-of-mouth of channel loyalty.
期刊論文
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8.Lagace, R. R.、Dahlstrom, R.、Gassenheimer, J. B.(1991)。The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry。The Journal of Personal Selling & Sales Management，11(4)，39-47。  new window
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19.方世榮、張嘉雯(20041200)。顧客涉入程度對服務品質與關係品質之干擾效果--以電腦賣場與內部商店為例。中山管理評論，12(4)，755-794。new window  延伸查詢new window
20.Reichheld, Frederick F.(1996)。Learning from Customer Defections。Harvard Business Review，74(2)，56-70。  new window
21.Wong, A.、Sohal, A.(2003)。Service quality and customer loyalty perspectives on two level of retail relationship。Journal of Services Marketing，17(5)，495-513。  new window
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25.林義屏、董玉娟、李勇輝(20070600)。顧客關係管理在網路銀行服務的應用：網站服務品質對顧客忠誠度的影響。交大管理學報，27(1)，57-85。new window  延伸查詢new window
26.Grönroos, Christian(1982)。An applied service marketing theory。European Journal of Marketing，16(7)，30-41。  new window
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29.劉宗哲、蘇雄義、李明樺(20071200)。服務品質、價格認知、企業形象對顧客滿意與顧客忠誠關係之研究--以香料產業為例。品質學報，14(4)，389-403。new window  延伸查詢new window
30.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
31.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
32.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
33.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review，73(6)，88-99。  new window
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35.Kandampully, J.(1998)。Service Quality to Service Loyalty: A relationship which goes Beyond Customer Services。Total Quality Management，9(6)，431-443。  new window
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會議論文
1.Zeithaml, Valarie A.(1981)。How Consumer Evaluation Processes Differ between Goods and Services。the 1981 national services conference。Chicago, IL：American Marketing Association。186-190。  new window
學位論文
1.宋榮斌(2002)。社會資本、智慧資本與財務資本對通路服務品質、通路關係品質與通路忠誠度之影響-以飲料業為例(碩士論文)。東海大學。  延伸查詢new window
圖書
1.Crosby, Philip B.(1979)。Quality is Free: The Art of Making Quality Certain。New York, NY：McGraw-Hill。  new window
2.Kotler, P.(2000)。Marketing Management: Analysis, Planning, Implementation, and Control(10th ed)。New Jersey：Prentice-Hall。  new window
3.Grönroos, Christian(1990)。Service Management and Marketing: Managing the Moments of Truth in Service Competition。Lexington, MA：Lexington Books。  new window
4.Zeithaml, V. A.、Bitner, M. J.(1996)。Service Marketing。New York：Mcgraw-Hill。  new window
5.Juran, Joseph M.(1989)。Juran on Leadership for Quality: An Executive Handbook。Free Press。  new window
6.Roloff, M. E.、Miller, Gerald R.(1987)。Interpersonal Processes: New Directions in Communication Research。London：Sage Publications, Inc.。  new window
7.Liljander, V.、Strandvik, T.(1995)。The Nature of Customer Relationships in Services。Advances in Services Marketing and Management。Greenwich, CT：London：JAI Press：JAI Press。  new window
8.Lewis, R. C.、Booms, B. H.(1983)。The marketing aspects of service quality, inemering perspectives on services marketing。Emerging Perspectives on Service Marketing。Chicago：American Marketing。  new window
 
 
 
 
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