關係品質、顧客正面情感與顧客自發行為之研究

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题名:	關係品質、顧客正面情感與顧客自發行為之研究 Relationship Quality, Customer Positive Affect, and CustomerVoluntary Performance
作者:	黃秀雲
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	關係品質顧客正面情感顧客自發行為 Relationship Quality Customer Positive Affect Customer Voluntary Performance
日期:	2017
上传时间:	2017-10-17 11:21:58 (UTC+8)
摘要:	在高度競爭的商業模式中，企業的行銷策略已由過去的生產導向轉換為顧客導向。由於企業服務人員與顧客間之關係品質會影響顧客對於企業的整體關係品質評價，顧客願意與企業分享改善建議與想法是企業提升競爭力的關鍵因素。因此，本研究主要的目的在於：1.檢視關係品質與顧客自發行為之關係模式。2.以顧客正面情感為中介變項，檢視關係品質與顧客自發行為之關係。本研究以某知名連鎖美髮店之顧客做為研究樣本，進行問卷調查，回收了500份問卷樣本，刪除無效問卷73份，有效問卷為427份。分析結果發現：1、關係品質之信任與自發行為之忠誠、參與行為呈現正相關，關係品質之承諾與自發行為之忠誠、參與行為呈現正相關，關係品質之滿意與顧客自發行為之忠誠、合作行為呈現正相關。2、關係品質之信任、承諾、滿意會透過顧客正面情感影響顧客自發行為之忠誠、合作、參與行為。 In a hyper-competitive business model, the marketing strategy of the enterprise has been transformed from the previous production-oriented to the present customer-oriented order. Given that the enterprise service staff and the customers’ relationship quality will influence the enterprise’s overall relationship quality evaluation from the point of view of customers, the customers’ willingness to share ideas and suggestions with the enterprise for improvement is the critical factor to enhance the enterprise’s competitiveness. Therefore, the main purpose of this study is: 1. to examine the link between relationship quality and customer voluntary performance relationship model, 2. To consider the customer positive affect as an intervening variable and survey the link between relationship quality and customer voluntary performance. The subjects in this research are the customers of a well-known hair salon chain store. Proceeding with a questionnaire survey, 500 questionnaires were recovered and after putting aside 73 invalid ones, a total of 427 questionnaires were analyzed. The following results have been found through analysis:1. The element of trust in Relationship Quality shows a positive correlation with the elements of loyalty and participation in Customer Voluntary Performance. Meanwhile, the element of promises in Relationship Quality also shows a positive correlation with the elements of loyalty and participation in Customer Voluntary Performance, and the element of satisfaction in Relationship Quality shows a positive correlation with the elements of loyalty and cooperation in Customer Voluntary Performance. 2. Elements such as trust, promises, and satisfaction in Relationship Quality will affect elements such as loyalty, cooperation, and participation in Customer Voluntary Performance through the Customer Positive Affect.
显示于类别:	[行銷碩士學位學程] 博碩士論文

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