本研究為『探討台灣傢具零售業顧客關係品質』，研究目的為探討顧客對傢具零售業之關係品質認知，以行為忠誠與態度忠誠兩因素定義本研究提出之關係品質三構面。近年來，台灣進口傢具產業，伴隨著台灣經濟起伏而有所影響，台灣以民生為主軸，展開各項經濟建設，傢具工業於焉肇始，在前人刻力經營下，傢具工業迅速發展，儘管2008年底開始受到全球金融海嘯影響，對傢具業影響非常巨大，但憑著台灣傢具業者的韌性與快速變化的能力，很快在變動的環境裡找到新的機會與定位。同時卻也吸引更多的國際競爭者。台灣傢具零售業如何能夠吸引新顧客、維持舊有顧客並且與顧客建立長期的關係，使顧客持續選擇並推薦同一傢具業者，是廠商所面臨的主要問題之一。
為能充份解釋顧客關係品質，本研究目的為探討顧客對傢具零售業之關係品質認知，以行為忠誠與態度忠誠兩因素來定義本研究提出之關係品質之構面。本研究採用發放實體問卷及網路電子問卷方式，以曾經購買傢具的顧客及即將購買傢具的顧客為受訪對象，收集顧客對於傢具零售業者關係品質主觀認知與感受，並且據以建立關係行為忠誠與關係態度忠誠評量指標。希望藉由本研究結果，提供經營台灣傢具零售業者實務經營的參考。
This thesis research is to inquire into the customer's relationship quality of Tai-wan’s furniture retail business.The goals of this research is to explore the customer's cognition toward relationship quality of furniture retail business, and to define the three frame surfaces of relationship quality in this thesis by two factors,behavior loyalty and attitude loyalty.All the economic constructions were launched on the apix of people's livelihood, and which initialed furniture industry. In recent years, furniture retail busi-nesss is influenced and followed by Taiwan’s economy circulation. Thanks to prede-cessors’ hard operation, furniture industry was developed rapidly. In spite of global finacial tsunami started from the end of 2008 caused tremendous impact, in reliance of tenacity and resilience, Taiwan’s furniture industry relocated and found new opportuni-ty in the changing arena.Meanwhile, more international competitors also joined in.
The main issue which all Taiwan’s furniture retailers confronted with is how to attract new customers and keep the old ones with long-term relationships on behalf of ongoing comsumption and recommendation.In order to explain sufficiently the custom-er's relationship quality, The goals of this research is to explore the customer's cognition toward relationship quality of furniture retail business,and to define the frame surfaces in this research by two factors,behavior loyalty and attitude loyalty. This research adopts entity-and-asks questionnaire and network questionnaire to survey the customers who ever brought and ready to buy furniture and to collect their subjective cognition and experience, and so to set the evaluation indicators of behavior loyalty and attitude loyalty on the customer's relationship.This research might offer practical business suggestionsreference to Taiwan’s furniture retailers.
