| 題名: | 顧客關係管理與品牌形象對顧客忠誠度之影響--以轉換成本為干擾變數
The Effect of Customer Relationship Management and Brand Image on Customer Loyalty--The Research Based on Switching Cost as a Moderator Variable |
| 作者: | 洪世雄
陳曉天
胡碩芬 |
| 貢獻者: | 國企系 |
| 關鍵詞: | 顧客關係管理
品牌形象
轉換成本
顧客忠誠度
Customer relationship management
Brand image
Switching cost
Customer loyalty |
| 日期: | 2012-09 |
| 上傳時間: | 2017-08-16 14:07:01 (UTC+8) |
| 摘要: | 顧客對於企業執行顧客關係管理的知覺是顧客關係管理成功與否的重要因素。顧客忠誠度一直是企業所關心的重點，因為其攸關企業的生存，而良好的品牌形象，可以創造產品的差異性，建立消費者的偏好和忠誠度。此外，轉換成本則是影響顧客是否繼續留在原服務提供者的另一重要因素。 本研究探討顧客關係管理與品牌形象對顧客忠誠度之影響，以及轉換成本對此關係之干擾作用，以使用百貨公司專櫃品牌化妝保養品的女性消費者為研究對象，共發放500份問卷，有效問卷463份。 研究結果發現，顧客關係管理與品牌形象皆顯著正向影響顧客忠誠度；轉換成本的干擾作用在顧客關係管理與顧客忠誠度間有顯著的干擾效果，但在品牌形象與顧客忠誠度間則不具顯著干擾效果，表示品牌形象與顧客忠誠度間的關係較顧客關係管理與顧客忠誠度強烈。故根據本研究結果之顯示，未來專櫃化妝保養品牌業者在市場上穩固顧客忠誠度或，或應先著重於品牌形象的經營，再輔以顧客關係管理。
The critical factor for successful customer relationship management depends on how customers perceive enterprises fulfillment of customer relationship management. An excellent brand image can create product differentiation and establish consumer preference and loyalty. Customer loyalty has been a key issue to which enterprises are attentive so corporate can maintain perpetual operation. It is explored in this research that how customer relationship management and brand image would correlate with customer loyalty and how much intervention effect the switching cost would exert on such a relationship. Female consumers buying brand cosmetics in department stores were taken as research samples. 500 questionnaires were issued in which 463 questionnaires were valid in response. Hierarchical regression statistics methodology was used for analysis. The research results indicate that customer relationship management and brand image both correlate positively with customer loyalty. Intervention effect of switching cost demonstrates significant intervention effect between customer relationship management and customer loyalty but doesn’t show any intervention effect between brand image and customer loyalty. This result may suggest that the relationship between brand image and customer loyalty is stronger than customer relationship management and customer loyalty. Possible reasons of this phenomenon are discussed and suggestions for brand cosmetics operators in department stores are made. |
| 關聯: | 東亞論壇 477 2012.09[民101.09] 頁15-34 |
| 顯示於類別: | [企業管理學系暨國際企業管理研究所] 期刊論文
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