探討關係品質對於顧客忠誠度之影響-以日本偶像團體為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/52891

Title:	探討關係品質對於顧客忠誠度之影響-以日本偶像團體為例 Exploring the Impact of Relationship Quality on Customer Loyalty-A Case Study of Japanese Idol Groups
Authors:	蔡佳蓉
Contributors:	企業實務管理數位碩士在職專班
Keywords:	關係品質顧客忠誠誠信承諾滿意度
Date:	2023
Issue Date:	2023-08-07 09:44:30 (UTC+8)
Abstract:	本研究探討日本偶像團體與粉絲之間的關係品質對於顧客忠誠度的影響，亦即探討粉絲對於偶像團體的承諾、誠信、滿意度認知，如何影響本身回購行為與口碑推薦意願;並且加入支持度作為干擾變數。本研究以發放問卷方式蒐集研究樣本，蒐集份數為 323 份，結果顯示承諾、誠信、滿意度對於回購行為與口碑推薦意願具有正向顯著影響，其中，承諾對於回購行為以及口碑推薦的影響比較大，其次為滿意度，最後才為誠信;另外，再加入支持度為干擾變數之後，承諾亦對於回購行為與口碑推薦呈現正向顯著的影響。 This study explores the impact of the quality of the relationship between Japanese idol groups and fans on customer loyalty, that is, how fans' commitment, integrity, and satisfaction cognition to idol groups affect their repurchase behavior and word-of-mouth recommendation intention; and add support degree as a disturbance variable. This study collects research samples by issuing questionnaires, and the number of copies collected is 323. The results show that commitment, integrity, and satisfaction have a positive and significant impact on repurchase behavior and word-of-mouth recommendation intention. The impact is relatively large, followed by satisfaction, and integrity last. In addition, after adding support as an interference variable, commitment also has a positive and significant impact on repurchase behavior and word-of-mouth recommendation.
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