價格是消費者在決定購買產品時主要的決定因素之一，因此，企業要如何降低消費者之價格敏感度，成為企業在制定行銷策略時的重要考量因素。過去關於價格敏感度的研究中，大多著重在探討個別的行銷策略，亦即從消費者的個別行為特徵著手，例如：參考價格區間、價格多樣化認知、產品多樣化認知、顧客參與。然而，顧客行為是很容易改變而不易掌控的，因此，本研究企圖以企業之策略面進行探討，研究企業與消費者關係強度的建立是否能降低消費者之價格敏感度。
本研究採便利抽樣方式，以結構式問卷，選取中國文化大學推廣部的在職學生以及部分一般消費者為抽樣對象，共發出400份問卷，回收312份。
本研究之研究結果顯示，關係強度與消費者價格敏感度為顯著負相關，而關係強度之三個子構面(口碑、忠誠度、抱怨行為)中，口碑與消費者價格敏感度為顯著負相關，忠誠度與消費者價格敏感度為顯著負相關，抱怨行為與消費者價格敏感度為顯著正相關，所有結果皆符合本研究之假設，最後，據此結果探討其管理上之意涵及未來研究建議。
When consumers make purchase decisions, one of the most important determinant factors is the price of the product to buy. So, how to decrease customer price sensitivity is crucial in making marketing strategy. Most of the previous studies focused on the re-lationship between personal characteristic and customer price sensitivity characteristics, such as price reference range, price perception, products perceptions and customer par-ticipation. However, customer’s behavior is too varied to handhold. Thus this study is attempted to examine the relationship between relationship strength and customer price sensitivity by business marketing strategy.
The data is composed of convenience sampling and structure questionnaire is col-lected by EMBA in University and some common customers. There were 400 question-naires send out, and 312 questionnaires were returned.
The results show that relationship strength was negatively and significantly related to customer price sensitivity. Two of the components of relationship strength, word-of-mouth and customer loyalty, were negatively and significantly related to cus-tomer price sensitivity. Customer complaining behavior was positively and significantly related to customer price sensitivity. All the hypotheses were supported by the empirical data. Theoretical and practical implication, and future study suggestions are discussed.
