顧客關係管理、使用普遍性與顧客忠誠度之關係- 以悠遊卡為例

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Title:	顧客關係管理、使用普遍性與顧客忠誠度之關係- 以悠遊卡為例 The Relationship Between Customer Relationship Quality , Popularization and Customer Loyalty: Payment of Easy Card
Authors:	郭佩祺
Contributors:	企業實務管理數位碩士在職專班
Keywords:	關係品質關係行為忠誠關係態度忠誠使用普遍性 Relationship Quality Relationship behavioral loyalty Relational attitudinal loyalty Popularization
Date:	2017
Issue Date:	2017-09-20 10:55:05 (UTC+8)
Abstract:	本研究目的主要在探討關係品質對顧客忠誠度的影響，並進一步探討使用普遍性是否會干擾其變數之間的關係。台北悠遊卡自2002年9月30日上市以來，統計發卡量至2017年4月底，已破6600萬。而透過卡片支付，消費者免於自備零錢的困擾。本研究主要是以大台北地區近一年內持有悠遊卡，對於支付業者提供服務過程的承諾、誠信、滿意度之認知，是否會影響顧客態度忠誠與行為忠誠，亦即探討提供支付業者與持有悠遊卡消費二者之間關係品質對於顧客忠誠度影響。本研究問卷區分為實體與網路電子問卷方式，回收有效樣本為352人。研究結果顯示，誠信、承諾、滿意度對顧客忠誠度有正向的影響，換言之，企業採取關係品質之策略，能夠提高顧客忠誠度；此外本研究另加入使用普遍性作為干擾變數。 Since Taipei EasyCards went public on September 30, 2002, over 6,201 million EasyCards have been issued. Paying via EasyCards, customers are free from preparing change themselves. The main purpose of the study is to explore the impact of relation-ship quality on customer loyalty, and further discuss whether the popularization of use will interfere with the relationship between variables. This study is conducted with users holding EasyCards in the past year in the Greater Taipei Region. In this study, we inves-tigated whether the cognition of commitment, integrity and satisfaction the Third-Party Payment Industry provided will affect customers' attitudinal and behavioral loyalty. Namely, to examine impacts on customer loyalty between the Third-Party Payment In-dustry and users of the EasyCards. All questionnaires were sent out by way of physical and electronic, and 352 valid questionnaires were returned. The result of this study shows that the three factors, integrity, commitment and satisfaction, have positive in-fluence on customer loyalty. In another word, strategies of relationship quality that company taken could increase customer loyalty. In addition, the popularization of use was added as the moderating effect.
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