網際網路特性與顧客關係之研究--以服務業為例__臺灣人文及社會科學引文索引資料庫

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題名：	網際網路特性與顧客關係之研究--以服務業為例
書刊名：	顧客滿意學刊
作者：	李正文／劉晏尚
作者(外文)：	Lee, Cheng-Wen／Liu, Yeng-Sheng
出版日期：	2007
卷期：	3:1
頁次：	頁25-60
主題關鍵詞：	關係行銷；網際網路特性；口碑；Relationship marketing；Internt characteristics；Word-of-mouth
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:5 共同引用:40 點閱:25

本研究主要是探討服務業應用網際網路特性對於顧客關係之影響。研究方法採問卷調查方式，以經由網際網路使用服務業所提供產品或服務之消費者為調查對象，為了比較分析，分別取樣於台灣北部、中部、南部三個都會地區，有效回收問卷共300份。並以LISREL來分析網際網路特性與顧客滿意度、信任、承諾、顧客忠誠度、口碑傳播之相關性。結果發現各都會地區呈現部分差異化，但就台灣整體而言，其結論為：(1)網際網路特性與顧客滿意度、信任間有顯著正相關； (2)顧客信任與滿意度、承諾間有顯著正相關：(3)顧客滿意度與承諾、忠誠度、口碑傳播問均有顯著正相關；(4)顧客承諾與忠誠度間有顯著正相關；(5)顧客忠誠度與口碑傳播間有顯著正相關。

以文找文

This paper attempts to examine whether the use of Internet int1uence the customer relationship in service industry. In facing the business environment of new economical period, many organizations are already changing their business processes and building technology solutions that enable them to acquire new customers, retain existing ones, and maximize their lifetime value. We use the questionnaires to survey 300 customers who have the experience to use the Internet in north region, middle region, and south region in Taiwan, and then analyze the relationships among the characteristics of the Internet, trust, commitment, satisfaction, loyalty, and word-of-mouth using LISREL model. The result findings include: (1)the characteristics of the Internet have positive effects on trust and satisfaction; (2)satisfaction has positive effects on commitment, loyalty, and word-of-mouth; (3)trust has positive effects on satisfaction, commitment, and loyalty; (4)commitment has a positive effect on loyalty; (5)loyalty has a positive effect on word-of-mouth.

以文找文

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