| 摘要: | 服務性商品的蓬勃發展，消費市場己從傳統產品導，向轉型為服務導向，其中顧客扮演著舉足輕重的角色。企業欲達成與顧客之間的關係行銷作為其連結的途徑，關係利益的滿足與否，將對顧客及企業之間的互動有相當大的關係。
在實體店舖的銷售上己說明服務的重要性，藉由跟顧客維持友善且有品質的關係，可以降低顧客的不確定感，增加顧客的信任度，這便是顧客與企業維持關係所能得到的價值，而企業也可因為關係的維持所產生的顧客自發行為可以使顧客願意繼續使用此服務而獲益。
故本研究的目的是在在說明關係利益、信任與顧客自發行為其各構面間皆有正向顯著關係，研究成果可提供經營者當參考，期以達到成長與永續經營的目的。
本研究以問卷調查方式收集資料，根據spss分析結果顯示，透過信任當中介變數正向強化其關係利益與顧客自發行為，對各構面皆有增強的效果。
Service product to flourish, scholars realized that traditional products from the consumer market has lead to the transition to a service-oriented, where customers play a pivotal role (Lovelock & Gummesson, 2004). Hennig-Thurau et al (2002) believe that companies want to reach the relationship between marketing and customers can benefit as a link between pathways, relationships, interests met or not, will be the interaction between customers and enterprises have a significant relationship .
In the physical store sales have explained the importance of service, so friendly and through with the customer to maintain a quality relationship, the customer can usually reduce uncertainty, increase customer confidence, which is the relationship between customers and enterprises to maintain the value can be obtained, but also because of the relationship between companies to maintain, and the resulting customer spontaneous behavior can make customers willing to continue to benefit from this service. The purpose of this study is of interest in that relationship of trust with customers spontaneous behavior of each dimension has a positive and significant relationship between the research results can provide the operator when the reference period in order to achieve growth and sustainable management purposes.
In this study, a questionnaire survey to collect data, according to the spss analysis showed that trust through positive reinforcement when the mediating variables interests of its relationship with customers spontaneous behavior, for each dimension Individually enhancing effect. |
