顧客賦權對企業與顧客關係強度影響之研究

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/20057

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題名:	顧客賦權對企業與顧客關係強度影響之研究
作者:	郭家君
貢獻者:	國際企管管理研究所碩士在職專班
關鍵詞:	顧客賦權關係強度顧客滿意顧客承諾連結
日期:	2010
上傳時間:	2011-10-31 14:24:30 (UTC+8)
摘要:	關係強度是企業與顧客建立長久關係的關鍵之一，而顧客賦權是現今行銷策略的新思維，希望藉由提高顧客賦權的過程，以提高顧客對產品品質的認知、滿意度、忠誠度及對產品的所有權感。本研究以美髮店之消費者為對象，研究結果發現，顧客賦權與關係強度透過中介變數滿意度、顧客承諾與關係連結具有正向顯著關係。因此，企業可採用顧客賦權策略，以提高顧客的忠誠度、及正面口碑宣傳、減少抱怨行為發生，使企業與顧客關係更緊密。再者，既有文獻顯示，顧客賦權顯示除了會增加顧客滿意、顧客對產品的所有權感及正面口碑，進而增強顧客與企業關係強度且讓企業能辨識出具有讓它們獲利的顧客群，增加企業的獲利能力，故本研究之結果更顯示增強顧客賦權策略對企業之重要性。 Customer relationship strength (CRS) is one of the key success factors of customer relationship management. Customer empowerment is one of latest marketing thoughts. It aims to increase product quality perception, customer satisfaction, customer loyalty and product ownership though increasing customer empowerment. The results of the present study show that, using the customers of barber shops and beauty parlors and as the sources of data collection, customer empowerment is positively correlated with CRS from satisfaction of intervening variables, customer commitment and relational bonds. Therefore, many firms could provide customer empowerment strategy to increase customer loyalty and positive word-of-mouth to reduce complaint and closely enhance customer relationship. Because existing literature shows that customer empowerment can increase customer satisfaction and product ownership, furthermore, strengthen relationship longevity between customers and firms, those make firms to find out their long-term profitable customers and increase the profitability. The research results of this paper support the importance of strategy to enhance customer empowerment to firms.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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