關係連結與後悔之關係

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/25294

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25294

Title:	關係連結與後悔之關係 Relationship Bonds and Regret
Authors:	江佩容 Chiang, Pei Jung
Contributors:	國際貿易學系
Keywords:	關係連結後悔 Relationship Bonds Regret
Date:	2013-06
Issue Date:	2013-09-26 13:54:46 (UTC+8)
Abstract:	本研近年來隨著服務業的快速成長，顧客與所有服務導向之企業接觸日益頻繁，如何在市場上爭取到客戶且提供一個令人滿意的服務，使顧客願意再次消費，變得越來越重要。然而，關係行銷正是與顧客建立穩固且長期的交易關係，功能性、結構性和社會性等關係連結可使合作夥伴的互動變得更緊密，而信任是建立長期友善關係的重要基礎，因此逐漸受到重視。本根據過去學者之研究，發現消費者在做決策後會有後悔的產生，因此所有服務導向的企業，一定會有所謂的方案，來遏止消費者的後悔，因此，本研究之目的在於探討以關係連結為自變數，透過信任為中介變數，對應變數後悔的影響，係採用問卷調查法，透過便利抽樣，以文化大學之研究所、大學部、推廣部之學生為樣本。正式問卷發出250份，刪除無效及操弄失敗問卷50份後，有效樣本共200份。結果本研究經由複迴歸分析結果發現，本研究假說未獲得支持，亦即，關係連結與後悔呈負相關。因此，本研究假說不成立。最後，本研究根據此研究結果提出後續研究之建議。 As the competitiveness of the service industry has been increased dramatically, it is getting more important to proved satisfactory service to retain customers. Customer relationship marketing is one of the most important strategies to build long-term relationship with customers, on the basis of financial, structural, and social bonds, which in turn increase perception of trust on the part of customers. Existing literature has shown that it is not uncommon that customers regret after purchases. Therefore, it is important for companies to provide some program to reduce regret. This research discusses the relationships among relational bonds, trust and regret in the customers of a telephone company service supplier. This study used convenient sampling to collect 250 questionnaires from the students in Chinese Culture University. 200 responses are valid. The results show that relationship negative related to regret. Therefore, the hypothesis is not supported. Theoretical and managerial implications, and future research suggestion are discussed.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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