關係行銷、關係品質與顧客忠誠度之研究

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题名:	關係行銷、關係品質與顧客忠誠度之研究
作者:	張嘉容
贡献者:	國際企業管理學系
关键词:	關係行銷關係品質顧客忠誠度
日期:	2010
上传时间:	2011-10-27 14:25:48 (UTC+8)
摘要:	現今社會是個不斷創新的環境，影響了顧客的消費習慣，更擺脫以往的商品導向，對企業來說，及時且快速地回應顧客之感受及需要的顧客導向才是目前的趨勢，企業若能透過關係行銷建立其良好的關係品質，當顧客與企業關係行銷的結合程度越密切時，顧客的忠誠度就會愈高，可強化顧客與企業間的關係，進而獲取企業長期的競爭優勢。經由相關文獻之引用及邏輯之推理，發現到關係行銷對於顧客忠誠度兩者間是有影響的，有進一步探討之必要。因此，針對關係行銷與顧客忠誠度之關係來作探討，再以關係品質為中介變項及釐清自變項關係行銷與依變項顧客忠誠度之關係。本研究透過選定之百貨公司進行問卷調查，蒐集研究樣本資料，由曾在百貨公司消費過之顧客為受訪對象，藉以了解三個測量構面之間的關係。共得有效問卷為320份，有效回收率為88％。在統計分析方面，透過敘述性統計、Cronbach’sα信度分析、相關分析與徑路分析進行假設驗證。研究結果發現，關係行銷(財務性結合、社交性結合、結構性結合)，對顧客忠誠度具有顯著的正向關係，在中介效果方面，關係品質(滿意、信任)在關係行銷與顧客忠誠度具中介效果。 Today's society is innovative environment, affecting customers' consumer habits. For service businesses,we said customer-oriented that is the business response to customer's feelings and needs timely and quickly is current trend, if an enterprise through relationship marketing to establish good relations with its quality, when the degree of integration to the customer relationship marketing and business more closely , the customer's positive behavioral intentions will be higher, and it can strengthen the relationship between customers and enterprises, and thus to obtain long-term competitive business advantage. Literature cited by the logic of reasoning and found that the customer behavior intentions for relationship marketing between the two is influential, but there is still lack of relevant literature findings, further research were needed. Therefore, relationship marketing and customer behavior for the relationship between intention to be explored, and use the relationship quality as intervening variables, to clarify the independent variable of relationship marketing and customer behavioral intentions dependent variable relationship. In this study, selected department stores through a questionnaire survey to collect information on the study sample, the consumer has been in the department store's customers were the target respondents, through the respondents' answers, in order to understand the three dimensions of the measuring relationship. A total of 320 valid questionnaires were obtained, the effective rate of 88%. In statistical analysis, use to descriptive statistics , Cronbach's α reliability analysis, correlation analysis and path analysis for hypothesis testing. The results showed that relationship marketing (financial bond, social bond, structural bond)to customer behavior intention has a significant positive relationship to the results, the relationship quality (satisfaction, trust) in relationship marketing and customer loyalty intermediary results.
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