顧客情緒與關係品質之關係

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/25967

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25967

Title:	顧客情緒與關係品質之關係 The Relationship between Customer Emotion and Relationship Quality
Authors:	林月雲 Lin, Yuen-Yun
Contributors:	國際企業管理學系
Keywords:	顧客情緒關係品質服務涉入 customer emotion relationship quality service involvement
Date:	2013-05
Issue Date:	2013-11-05 14:20:09 (UTC+8)
Abstract:	關係行銷著眼於和顧客建立、發展和維持買賣雙方的持續關係，然現有理論對顧客情緒與關係品質二者間關係之解釋上有不完整；因此，本研究旨在探討顧客情緒對關係品質之影響。本研究之主要假設為顧客正向情緒與關係品質呈正相關，以340 位顧客為問卷調查之樣本。研究結果顯示服務實體環境與顧客情緒呈正相關，服務人員情緒表現與顧客情緒呈正相關，顧客正向情緒會提升買賣雙方的關係品質，顧客涉入對顧客情緒與關係品質的干擾則不顯著。研究發現顯示顧客情緒扮演激勵關係品質的重要角色，營造出顧客正向情緒，實有助於顧客關係的管理。Given that retaining existing customers is economically more advantageous than attracting new customers, building and maintaining longer relationship with customers is a primary goal for most business today. This thesis focuses on verifying the relationship between customer emotion and relationship quality. The main hypothesis is the relationship between customer positive emotion and relationship quality would be positive. The sample included 340 customers’ questionnaires. The results showed that both customers’ perception of service environment and service provider’s emotion display is positively related to customer positive emotion. The result also supports the relationship between customer positive emotion and relationship quality is positively related. Overall, the findings show that customer emotion plays an important role to motivate the relationship quality between buyers and sellers.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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