顧客賦權對企業與顧客關係強度影響之研究－以產品類別為干擾變數

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Title:	顧客賦權對企業與顧客關係強度影響之研究－以產品類別為干擾變數
Authors:	趙自強
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	顧客賦權 customer empowerment 產品類別 product categories 關係強度 relationship bonds
Date:	2012
Issue Date:	2012-11-01 11:31:06 (UTC+8)
Abstract:	企業若能與顧客維持較佳的互動關係，將可使顧客與企業因此獲得較長遠的利益關係，滿意的顧客，將有可能為企業進行正面的口碑傳播。對顧客而言，對特定服務提供者維持關係將可帶來顧客的信任及安全感，降低購買可能遇到的風險，減少搜尋產品或服務的心理、時間成本。因此，如何維繫企業與顧客間的關係，將是企業重要的課題。本研究主要探討顧客賦權是否能提高顧客之關係強度，並且希望了解在不同的產品類別間，上述之關係是否有顯著之差異。，本研究結果為顧客賦權與顧客關係強度為正向関係，但顧客滿意度、顧客承諾、關係連結將可加強與顧客的互動模式，以進入長期之合作型態，為雙方爭取更大的利益。 The Influence of Customer Empowerment on Customer Relationship Strength －The Moderating Effects of Product Categories Student: Tzu-Chiang Chao Advisor: Prof. Chien-Heng Chou Chinese Culture University ABSTRACT If corporations can maintain consumer relationship，there will have long term relationship between with corporations and corporations；therefore；corporations marketing and operations cost may not only can cost down，but also increase customers satisfaction and enhance positive word-of-mouth. For the consumer，the relationship between consumer and corporations can enhance consumer’s both confidence and sense of security. And the consumer can reduce purchase risk and searching cost. How to get long-term customer relationship is an important issue. So many firm try to provide customer empowerment strategy to increase customer loyalty and positive word-of-mouth. This research focuses on customers empowered how to increase long-term consumer relationship and how the Product Categories effect the consumer relationship, customer satisfaction, customer relationship strength, customer commitment and relationship bonds , striving for greater benefits for customer and corporations .
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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