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題名:顧客關係之動態研究
作者:鄭兆宏 引用關係
作者(外文):Zhao-Hong Cheng
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
指導教授:黃明新
學位類別:博士
出版日期:2016
主題關鍵詞:關係變動速率承諾信任關係動態理論潛在成長曲線模型Latent Growth Curve ModelRelationship VelocityCommitmentTrustRelationship Dynamics Theory
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儘管過去文獻指出顧客關係會隨時間而成長、成熟與衰退,大多數實證研究仍採用單一時間點測量作法驗證理論模型,目前探討顧客關係隨時間變動的研究仍非常缺乏,特別是在服務業背景下。本研究整合承諾-信任理論與關係動態理論,提出信任與承諾變動速率概念,企圖驗證關係變動速率影響顧客忠誠度的效果,本研究以零售服務業為背景,蒐集三波零總計326筆重複測量資料,並透過結構方程模式之進階應用-潛在成長曲線模型,驗證研究假說,研究結果指出信任與承諾隨時間之變動速率皆正向影響顧客忠誠度,而關係投資能加速關係構念之成長,最後討論本研究之理論貢獻與管理意涵。
Although previous literature suggests that the relationship between a company and its customers should grow, mature, and decay over time, most empirical studies examine the theoretical model by using the level of relational constructs measured at a specific time point. Empirical research focusing on the changes of customer relationships over time remain scanty, particularly in the service contexts. By integrating commitment-trust theory and relationship dynamics theory, this study proposes the concepts of trust velocity and commitment velocity, and attempts to examine how relationship velocity influences customer loyalty. The totally three repeated measures were collected from the customers of a large retailing chain. Research hypotheses were tested by using latent growth curve model which is one of the advanced application of structural equation modeling. The findings indicated that both trust velocity and commitment velocity positively affect customer loyalty. Furthermore, relationship investment has a positive effect on the relationship velocity. Several theoretical contributions and managerial implications are discussed in the final section.
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