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    Title: 服務業關係行銷對顧客忠誠度與購買意願之影響 : 以信任與強迫性感受為中介變項
    Other Titles: Influence of relationship marketing on customer loyalty and purchase intention in service industry : using trust and intrusiveness as mediating variables
    Authors: 張家瑋;Chang, Chia-Wei
    Contributors: 淡江大學企業管理學系碩士班
    洪英正;Hung, Ying-Cheng
    Keywords: 關係行銷;信任;強迫性感受;顧客忠誠度;購買意願;Relationship Marketing;Trust;intrusiveness;Customer Loyalty;Purchase Intention
    Date: 2016
    Issue Date: 2017-08-24 23:41:39 (UTC+8)
    Abstract: 由於行動裝置應用的普及,企業大量運用社群媒體和顧客溝通,因此顧客關係管理成為企業行銷中重要的一環,且Heskett(1994)也提到忠誠的顧客是企業競爭優勢的來源之一。然而,本研究發現這種行銷方式容易讓顧客產生抗拒,反而降低他們對產品或服務的接受度,因此將關係行銷區分為「關係利益」、「專業知識」及「互動與支持」,探討個別因素對顧客所產生的影響。

    本研究以曾經歷強迫推銷的顧客作為研究對象,採滾雪球與便利抽樣,最後回收150份有效問卷。以項目分析、迴歸分析、層級迴歸分析、T檢定及變異數分析來驗證各研究假說,研究結果顯示如下:

    1.關係行銷越強時,對顧客的信任會有顯著正向影響。
    2.關係行銷中的關係利益越強時,對顧客所感受之強迫性感受無顯著影響。
    3.關係行銷中的專業知識越強時,對顧客所感受之強迫性感受會有顯著負向影響。
    4.關係行銷中的互動與支持越強時,對顧客所感受之強迫性感受會有顯著正向影響。
    5.顧客所感受之信任對其忠誠度與購買意願有顯著正向影響。
    6.顧客所感受之強迫性感受對其忠誠度與購買意願有顯著負向影響。
    7.信任在關係行銷活動對顧客忠誠度與購買意願之影響上皆有部份中介效果。
    8.強迫性感受在關係行銷活動對顧客忠誠度之影響上有部份中介效果。
    9.強迫性感受在關係行銷活動對購買意願之影響上無中介效果。
    10.顧客的忠誠度對其購買意願有顯著正向影響。

    最後,以一個交換的觀點提供給企業,決定顧客是否產生強迫性感受,關鍵在於顧客得到了多少專業知識以及適當的互動與支持強度,如果能讓顧客感受到的信任多過強迫性感受,那麼顧客是會有顧客忠誠度與購買意願。
    Companies have used social media such as Facebook and LINE to communicate with their customers since people rely heavily on their portable devices these days. Therefore, Customer Relationship Management (CRM) is one of the most important marketing strategies a business implements. Heskett (1994) indicated that customer retention and customer loyalty which ultimately lead to profitability. However, we find that such marketing technique may easily results in consumers’ resistance of service and product. Hence we divided relationship marketing into three factors: relationship benefit, expertise, and contact and support to examine how each of them would affect customers.

    A total of 150 samples that have experienced relationship marketing were recruited through snowball sampling and convenience sampling. By implementing item analysis, regression analysis, hierarchical regression analysis, T-test and ANOVA, The results of this study can be concluded as the following:

    1.There is a significant positive influence on trust by relationship marketing.
    2.There is no significant influence on intrusiveness by relationship benefit of relationship marketing.
    3.There is a significant negative influence on intrusiveness by expertise of relationship marketing.
    4.There is a significant positive influence on intrusiveness by contact and support of relationship marketing.
    5.There is a significant positive influence on customer loyalty by trust.
    6.There is a significant positive influence on purchase intention by trust.
    7.There is a significant negative influence on customer loyalty by intrusiveness.
    8.There is a significant negative influence on purchase intention by intrusiveness.
    9.There is a partial mediating effect of trust between relationship marketing and customer loyalty.
    10.There is a partial mediating effect of trust between relationship marketing and purchase intention.
    11.There is a partial mediating effect of intrusiveness between relationship marketing and customer loyalty.
    12.There is no mediating effect of intrusiveness between relationship marketing and purchase intention.
    13.There is a significant positive influence on purchase intention by customer loyalty.

    Finally, we use an “exchange of ideas” to sum up the main idea of this study. Whether a customer feels intrusive or not depends on how professional you are and how often you interact with them. If a customer feels more trust than intrusive, he/she might has higher loyalty and purchase intention.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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