探討關係品質與顧客忠誠度之關係－以隱形眼鏡為例

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Title:	探討關係品質與顧客忠誠度之關係－以隱形眼鏡為例 The relationship between relationship quality and customer loyalty - Take contact lenses as an example
Authors:	詹瑋苓
Contributors:	企業實務管理數位碩士在職專班
Keywords:	關係品質關係忠誠通路結構承諾誠信滿意度 relationship quality relationship loyalty pathway structure commitment、integrity satisfaction
Date:	2019
Issue Date:	2019-08-22 10:33:30 (UTC+8)
Abstract:	本研究透過探討隱形眼鏡業者與消費者之間的關係品質對於顧客忠誠度的影響，並進一步探討消費者購買隱形眼鏡通路結構專門性是否具有調節作用。本研究以近兩年內消費過隱形眼鏡商品之消費者為研究對象，以結構性問卷蒐集資料，探討關係品質之承諾、誠信、滿意度對於顧客態度忠誠及行為忠誠的影響。分析900份有效問卷之結果顯示，關係品質與顧客忠誠度之間具有顯著正向關係，且通路結構專門性對於關係品質與顧客忠誠度之間的關係具有調節作用，在專門性高的情況下，誠信品質與顧客忠誠度的正向關係會降低，而滿意度品質與顧客忠誠度的正向關係則會增強。本研究結果顯示關係品質對顧客忠誠度（再購買意願及口碑形象）具正向影響，若企業採取維護承諾、誠信、滿意度之策略，將能夠提高顧客忠誠度以及購買意願；而企業在不同通路專門性的行銷策略，亦會影響顧客之忠誠度。 With This study explored the influence of relationship quality between contact lens manufacturers and consumers on customer loyalty and further explored whether the degree of channel structure specialization interfered with the relationship among the variables. In this study, the effects of commitment, integrity and satisfaction in relationship quality on customer attitude loyalty and behavioral loyalty were studied among the consumers who had consumed contact lens products in the past two years. After the effective analysis of 900 questionnaires, the research results show that consumers have a significant effect on relationship quality and customer loyalty, and have different conclusions when they join the specialized discussion of channel structure. The data sources are obtained by random distribution of questionnaires. This study focuses on the convenience and representation of questionnaire data collection, and the research results show that relationship quality has a positive effect on customer loyalty and purchase intention. In other words, enterprises can improve customer loyalty and purchase intention by maintaining commitment, integrity and satisfaction. In addition, the specificity of the pathway structure was added as an interference variable. The research results show that the specialized marketing strategies of enterprises in different channels will reduce the involvement of customers in products, and thus reduce their customer loyalty. This study discusses the theoretical and practical implications and provides recommendations for future research.
Appears in Collections:	[Master program of business administration in practicing] thesis

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