關係利益、顧客知覺支持與顧客自發行為之研究

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题名:	關係利益、顧客知覺支持與顧客自發行為之研究 A Study of Relationship Benefits, perceived support for customers and customer voluntary performance
作者:	林怡君
贡献者:	國際企業管理研究所
关键词:	關係利益顧客知覺支持顧客自發行為 relationship benefits perceived support for customers customer voluntary performance
日期:	2006
上传时间:	2014-08-25 09:48:21 (UTC+8)
摘要:	在市場競爭激烈、顧客忠誠度下降的年代，企業如何掌握顧客的特性，培養雙方長期良好的關係已經成為首要要務。服務性美容產業與顧客間之關係是建立在美容專員與顧客間持續的互動過程，因此，業者若是能有效提升與顧客的關係，使顧客對業者的滿意度及忠誠度的提升，顧客就不會輕易地投入競爭對手的懷抱。所以說，關係行銷在核心服務與產品之外所代來的顧客利益，其實也形成了企業的競爭優勢，而這種優勢是難以模仿的(McKenna, 1991)。本研究主要的目的在於:1. 檢視關係利益與顧客自發行為之關係型式。2. 以顧客知覺支持為中介變項，檢視關係利益與顧客自發行為之關係。本研究對象以台北市地區「某連鎖性之專業美容中心」店內的消費者為研究樣本進行問卷調查，回收256份問卷橫斷面的有效配對樣本，再透過敘述性統計分析、驗證性因素分析、信度分析、相關分析與線性結構關係等檢定與分析。研究結果發現:1.信心利益與顧客知覺支持、忠誠行為、參與行為呈現正相關；信心利益與合作行為沒有正向關係；但信心利益可透過顧客知覺支持的中介效果，使合作行為呈顯著正相關。2.社會利益與顧客知覺支持、忠誠行為、參與行為、合作行為均無正向關係。3.特殊待遇利益與顧客知覺支持呈現正相關；特殊待遇利益與忠誠行為、參與行為、合作行為沒有正向關係；而特殊待遇利益透過顧客知覺支持的中介效果，使合作行為、參與行為呈現顯著正相關。 In an era where market competition is keen and customer loyalty is decreasing, it has been a top priority for an enterprise to grasp customers’ properties and to cultivate a long-term and good relationship with them. The relationship between beauty-care service industry and customers depends on the continuously interactive process between beauty-care commissioners and customers. Therefore, if a business owner can promote its relationship with its customers effectively, enhancing the satisfaction and loyalty that the customers hold toward the business owner, the customers will never embrace the business owner’s competitors easily. Thus, the customer benefits that Relationship Marketing brings in addition to core services and products have also form competitive advantages to enterprises, and such advantages are difficult to be imitated (McKenna, 1991). The main purposes of this study are: 1.Review the model of the relationship between relationship benefits and customer voluntary performance. 2. Based on perceived support for customers as the intermediary variable, review the relationship between relationship benefits and customer voluntary performance. The research sample is conveyed by a questionnaires survey from customers of the beauty solon in Taipei.The result came to 256 transversely effective samples. By the examination of descriptive statistics analysis, CFA , reliability analysis, correlation analysis, and LISREL. The results of this study suggest that: 1. Confidence benefits are positively related to perceived support for customers, loyalty behaviors, participation behaviors. Confidence benefits and cooperative behaviors have no positive relations; however, through the intermediary results by perceived support for customers, confidence benefits can make cooperative behaviors represent positively related. 2. Social benefits have no positive relation with perceived support for customers, loyalty behaviors, participation behaviors and cooperative behaviors 3. Benefits of special treatment and perceived support for customers represent positively related. Benefits of special treatment have no positive relation with loyalty behaviors, participation behaviors and cooperative behaviors; however, through the intermediary results by perceived support for customers, benefits of special treatment can make cooperative behaviors and participation behaviors represent positively related.
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