| 摘要: | 早期關於顧客保留再購的研究，著重於個人消費者及消費性財貨方面之探討，較少著重於企業用戶及工業性財貨。對辦公家具產業而言，專業能力、互動強度與關係品質是否會對顧客滿意度及顧客忠誠度產生影響，業者又該如何提出因應之道，為本研究主要的研究問題。
本研究透過文獻探討發現，Crosby et al.(1990)及Lagace et al.(1991)認為企業成員具備之專業能力及與顧客間之互動強度可能會影響到雙方之關係品質及企業績效。緣此，本研究引申Crosby et al.(1990)及Lagace et al.(1991)的觀念，探討專業能力、互動強度、關係品質與顧客關係管理績效之關係。
本研究以問卷調查法採隨機抽樣，調查辦公家具公司北、中、南地區之顧客，總共發出600份問卷，回收395份問卷，有效樣本365份，有效樣本回收率60.83％。經相關分析發現，專業能力與關係品質呈顯著正相關；互動強度與關係品質呈顯著正相關；關係品質與顧客關係管理績效呈顯著正相關；專業能力與顧客關係管理績效呈顯著正相關。
本研究進一步以複迴歸分析結果發現，專業能力及互動強度顯著正向影響顧客關係管理績效；本研究進一步再以階層迴歸分析探討專業能力、互動強度、關係品質與顧客關係管理績效之關係，研究結果發現，專業能力及互動強度對忠誠度與再購率具直接影響效果。專業能力透過關係品質不間接影響忠誠度與再購率；互動強度透過關係品質間接影響忠誠度與再購率。以上分析結果，與文獻上有些微差異。
Keep research that is purchased early again about the customer, focus on the dis-cussions of personal consumers and consuming wealth goods, it is less likely to focus on enterprise's users and industry wealth goods. Whether as to industry of the office furniture, know satisfaction to customer and customer's loyalty and exert an influence in professional competence, interactive intensity and relation quality, how the family property person puts forward the way that answers, for this main research problem of research.
After literature review, Crosby et al.（1990）and Lagace et al.（1991）argued that worker’s professional competence and interactive intensity with customer will affect the relational quality between enterprise and customer and also the performance. Thus, This study refer to the concept of Crosby et al.(1990) and Lagace et al.(1991), to explore the relationship between professional competence, interactive intensity, relational quality and customer relationship management performance.
This study adopted convenience sampling, investigated the customers of the chosen randomly in northern, central, and southern Taiwan as the subjects of the survey. Total 600 questionnaires were distributed and 395 questionnaires sent back, but only 365 questionnaires were valid samples, representing valid response rate is 61.83%. By cor-relation analysis, this study finds that professional competence and interactive intensity have significant positive relation with relational quality; relationship quality has sig-nificant positive relation with customer relationship management performance; profes-sional competence has significant positive relation with customer relationship manage-ment performance.
By multiple regression analysis, the result shows that professional competence and interactive intensity have significant positive effect on each of customer relationship management performance. And we also use Hierarchical regression analysis to examine the relationship between professional competence, interactive intensity, relational qual-ity and customer relationship management performance. This study finds that profes-sional competence and interactive intensity have direct effect on loyal and repurchase rate. This study also finds that professional competence have not indirect effect on loyal and repurchase rate through relational quality; interactive intensity have indirect effect on loyal and repurchase rate through each dimension of relational quality. Above ana-lyzes the result,With literature in some micro differences. |
