近年來關係行銷的議題受到企業界與學術界的重視，本研究即基於關係利益動態典範的理論，試圖為企業尋找一個全面性的策略來提高與顧客之間的關係強度(表現於口碑、忠誠度、抱怨行為)，以達到企業長期獲利的目標。由於目前的社會已經進入體驗經濟時代，企業應與顧客有良好的互動、並讓顧客去體驗、參與共同創造價值的過程。既有之文獻發現參與程度愈高的顧客，其價值認知、滿意度及對組織的認同感也愈高，而過去研究認為，滿意度、連結及承諾等變數會正面影響關係強度之建立，因此，本研究認為顧客參與策略應該有助於提高企業與顧客間之關係強度。
本研究所分析之資料，是以美髮店之消費者為資料蒐集來源以結構式問卷，對中國文化大學推廣部的在職學生及其同事採便利抽樣。本研究共發出400份問卷，有效問卷共315份。
研究結果顯示，在控制顧客滿意度、關係利益及承諾等變數之下，顧客參與對口碑與忠誠度皆呈現顯著正相關，符合本研究之假設；顧客參與對抱怨行為呈現顯著正相關，不支持本研究之假設；最後顧客參與對關係強度呈現顯著正相關，符合本研究之假設。本研究根據研究結果提出實務和理論意涵，及後續研究之建議。
Relationship marketing has been gaining greater attention from marketing scholars and practitioners. On the basis of the theory of a relationship profitability model, the purpose of this study is to investigate whether or not we can increase the level of rela-tionship strength (expressed through customer behaviors of words of mouth, loyalty, and complaints) through customer participation. Nowadays, the service industry has entered the era of experiential economy which emphasizes the importance of interac-tions between contact employees and customers in increasing customer perceived value. Existing literature shows that customer participation is positively correlated with cus-tomer perceived value, satisfaction with and commitment to the service firm. Based on these findings, this study proposes that customer participation is positively correlated with the level of relationship strength.
The data source of this study is the customers of barber shops and beauty parlors. 400 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sampling technique. 315 completed questionnaires were returned.
The results show that while controlling for the effects of customer satisfaction, re-lationship bonds, and commitment, customer participation is positively and significantly correlated with both words of mouth and loyalty, supporting our hypotheses. Cus-tomer participation is negatively and significantly correlated with complaint behavior, failing to support our hypothesis. Customer participation is positively and signifi-cantly correlated with relationship strength, support our hypothesis. The theoretical and practical implications of this study and future research suggestions are discussed.
