| 摘要: | 本研究探討台灣賽車運動業與顧客之間的關係品質對於顧客忠誠度的影響，關係品質包括承諾、誠信、滿意度，以及顧客忠誠度包括再購行為（行為忠誠）與口碑效果（態度忠誠）；並且加入賽車運動涉入程度（消費目的）作為干擾變數。本研究（140份有效問卷）實證結果顯示：(1)承諾、誠信、滿意度對於再購行為與口碑效果具有正向顯著影響，以及(2)賽車運動涉入程度對於再購行為與口碑效果呈現正向顯著影響。最後，(3)賽車運動涉入程度對於關係品質與顧客忠誠度具有正向顯著的干擾效果。
This study investigate the effect of relationship quality(RQ) on customer loyalty(RL) in Taiwanese motorsport Industry. The relationship quality includes commitment, trust, and satisfaction and customer loyalty is from the perspectives of behavior and attitude loyalty. We also see involvement(purpose of consumption) as a contingent variable to discuss the relationship between RQ, involvement, and RL. The result from 140 questionnaires is: (1) Commitment, trust, and satisfaction have a positive effect significantly on customer loyalty. (2) Involvement has a positive effect signifyantly on customer loyalty. (3) Involvement × commitment, trust, and satisfaction have a positive effect significantly on customer loyalty. |
