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題名:探討不動產銷售人員功能型與關係型顧客導向對顧客忠誠度之影響
作者:陳怡君
作者(外文):I-Chun Chen
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:2020
主題關鍵詞:關係型顧客導向顧客信任顧客忠誠度功能型顧客導向不動產經紀業real estate brokeragefunctional customer orientationcustomer trustcustomer loyaltyrelational customer orientation
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顧客忠誠度是銷售績效的重要內涵,不動產銷售是高度顧客化與服務化的工作,銷售人員如何透過低壓力、解決問題的方式建立並維持與顧客間的互惠關係,更是不動產銷售人員有效維繫顧客關係時的挑戰。本研究之目的在分析功能型、關係型與功能型、關係型交乘項不同型態的顧客導向,對顧客忠誠度(交易意願與正向口碑)的影響,進而探討影響顧客忠誠度的決定因素。實證研究以30家不動產經紀業為研究對象,資料來自150位不動產經紀業的營業員及736位客戶,採用結構方程模式加以分析。研究結果顯示:(1)不同型態顧客導向皆對顧客信任具有正向影響,然功能型顧客導向略高於關係型顧客導向。(2)自我效能與關係長度不具有調節作用,顯示高涉入產品在產業應用上存有差異性。(3)顧客信任與顧客忠誠度具有正向相關,表示不動產銷售人員在強化顧客信任之下,能增進顧客交易意願與正向口碑的散佈,提高顧客忠誠度。希冀本研究能提供不動產經紀業者,建構銷售人員訓練機制,俾利提高整體銷售績效之參考。
Customer loyalty is an important connotation of sales performance. Real estate sales are highly custome-oriented and service-oriented work. How salespersons build and maintain reciprocal relationships with customers through low pressure and problem solving is a challenge when real estate salespersons effectively maintain customer relationships. The purpose of this study is to analyze the influence of customer orientation on customer loyalty (trade intentions and positive word-of-mouth) in different forms of functional, relationship and functional-relational and explore the determinants that affect customer loyalty. Applying structural equation model for analysis, the empirical research was conducted on 30 real estate agencies, and the data came from 150 salespersons and 736 clients of real estate brokerages. The results showed that (1) different types of customer orientation have positive influence on customer trust, but the functional customer orientation is slightly higher than the relational customer orientation. (2) The self-efficiency and the relationship length are not moderated, showing the difference in the application of high-volvement products in the real estate industry. (3) Customer trust is positively correlated with customer loyalty, which means that the salesperson, under strengthening customer trust, can increase the customer''s willingness to trade and the spread of positive reputation and improve customer loyalty. We hope that this study will provide a reference for real estate brokerage firms to establish a salesperson training mechanism to improve overall sales performance.
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