| 摘要: | 由於科技的進步、資訊擴張與全球化的浪潮，市場競爭日趨激烈，維持顧客忠誠越加困難。因而，顧客賦權策略的新思維應運而生，即企業的行銷策略不只重視單純的產品及服務，而是強調與顧客互動及共同體驗、享受價值的創造過程，並保持長久關係。對消費者而言，消費過程的滿意度使得購買目的順利達成，而與企業保持長久的關係，也降低購買風險及搜尋成本。而因為產品或服務的生命週期的快速縮短，「創新」成為影響與顧客保持長久關係的一個重要因素。
本研究主要探討哈雷機車供應商在顧客賦權之策略中與顧客群之間的關係強度，並且希望了解透過顧客的創新採用特質所產生的消費行為，將可能對雙方關係強度產生的影響。本研究針對哈雷機車之會員以便利抽樣法進行問卷調查，共得到250份有效問卷。在對各研究變項作統計分析後，本研究結果為顧客賦權與顧客關係強度為正向関係，而顧客的創新採用特質與關係強度為負向相關。此外，顧客承諾及關係連結將可加強與供應商的互動模式，以進入長期之合作型態，為雙方爭取更大的利益。
As technology advances, the flood of information expansion and globalization, the competition becomes increasingly fierce and has become more and more difficult to maintain consumer loyalty. Thus, the new idea of consumer empowerment strategy came into being, namely, the marketing strategies for corporations do not simply emphasize products and services, but common experiences and interactions with customers, the process of creating value, and maintenance of long-term relationships. For consumers, their satisfaction in the process of purchases that allows consumers' objectives to be achieved smoothly and further keep a long-term relationship with corporations will reduce purchase risks and searching costs. Due to a rapidly shortened lifespan of products or services, “innovation” becomes an important factor that influences the maintenance of long-term customer relationships.
This research focuses on customer empowered strategies of the supplier of Harley Davidson and the strength of relationships with their customer groups. It is hoped that a thorough understanding of customers' behavior is generated from the characteristics of innovation adoption and the potential influence on the strength of their relationships. This research targets members of the Harley Davidson Motorcycle Club to conduct a survey of 250 valid questionnaires that were obtained through convenience sampling. After studying variables for statistical analysis, this research confirms the correlation between customer empowerment and customer relationships, however, there is negative correlation between customers’ characteristics of innovation adoption and the strength of relationships, but customers’ commitment and connections can enhance interaction with the supplier, and further enter long-term cooperation, striving for greater benefits for both sides.
Keywords: customer empowerment, characteristics of innovation adoption, strength of relationships |
