在產品與服務同質性愈來愈高、產品生命週期愈來愈短的年代，如何維持顧客的再使用意願，是企業維持競爭優勢的關鍵因素之一。本研究的目的是在探討顧客關係連結是否能影響顧客的再使用意願，因為顧客關係連結是近年來廣受行銷學界與實務界所重視的新典範。本研究以信用卡持卡人為研究對象，以結構式實體問卷為資料蒐集工具，共發出963份問卷，回收780份有效問卷。研究結果顯示，顧客關係連結與信用卡持卡人再使用意願均呈顯著負相關。上述結果均不支持本研究之假設。根據研究結果，本研究提出理論與實務意涵。
Facing the fact that products and service are more homogeneous and the fact that product life cycles are much shorter, firms must retain customer re-patronage intention in order to sustain their competitive advantage. The purpose of this study is to investigate the relationship between relationship bonds and customer re-patronage intention. Relationship bonds are a widely accepted marketing paradigm by marketing scholars and practitioners. This study distributed 963 structured questionnaires to credit card holders. 780 valid questionnaires were returned. The research results show that relationship bonds are negatively related to credit card holders’ re-patronage intention, which contradict our research hypotheses. Theoretical and practical implications are discussed.
