臺灣博碩士論文加值系統

近年來關係行銷受到很多學者及業界人士的注意，關係行銷的目的在建立、維持、及發展與交易夥伴的長久互利關係(Morgan & Hunt, 1994)。質言之，關係行銷的要旨在於改善顧客關係、降低流失率，以及留住現有顧客。保留現有顧客或有各種方法，Berry & Parasuraman (1991)所提出的三個保留策略層次─財務性連結(financial bonds)、社交式連結(social bonds)、及結構式連結(structural bonds)─最廣為受到注意。然而行銷學者至今卻尚未充分探討企業應如何依據產品或服務的性質來有效運用這些策略。
本研究的目的在從顧客的觀點，探討企業應如何依據顧客對產品/服務的涉入度及品質評估困難度來擬訂最有效的顧客關係維持策略。本研究假設涉入度低與品質評估困難度低的產品及服務較適合採用財務性連結方式，涉入度中與品質評估困難度中的產品及服務適合採用社交式的連結方式，而涉入度高及品質評估困難度高的產品及服務較適合採用結構式的連結方式。
本研究將涉入度及品質評估困難度各分為三個層次，組合成九種產品/服務的性質情境，各以二種產品及二種服務項目來代表。經進行操弄檢定(manipulation check)後再以五點李克特五點尺度衡量受試者對這九種情境下需要三種關係維持策略方式的認知，並同時要求受試者排比在各種情境下三種策略的重要性順序。兩種不同方法所檢測的結果完全一致支持所有三個假設。
本研究並比較分析採用涉入度及品質評估困難度兩構面以及只採用其中單一構面作為預測顧客關係維持策略的有效性。研究結果顯示雙構面優於單構面。
本研究可對關係行銷學者之顧客保留策略提供更具體的洞察力，研究結果也能幫助業界人士了解在什麼情形下應採用何種顧客關係維持策略，以提高其關係行銷計畫之有效性。

In the past decade relationship marketing has been received considerable attention from researchers and practitioners. Its purpose is to build, retain, and develop relationships with customers. In essence, it is focused on improving customer relationships, reducing customer defection rates, and retaining existing customers. In this research stream, Berry and Parasuraman (1991) have proposed three customer bonding strategies, namely, financial bonds, social bonds and structural bonds. However, researchers have not yet fully addressed how to effectively employ these strategies based on attributes of products/services.
The purpose of this study is to investegate the most effective application of the three customer bonding strategies on the basis of customer involvement and difficulty in quality evaluation. Thhree hypotheses were proposed：（1）In the case of low involvement and low difficulty of quality evaluation, financial bonds are most effective for customer retention； （2）In the case of medium involvement and medium difficulty of quality evaluation, social bonds are most effective for customer retention；（3）In the case of high involvement and high difficulty quality evaluation, structural bonds are most effective for customer retention.
These hypotheses were supported by using a 3×3 foctorial design composed of three levels of involvement（low, medium, high）and three degrees of difficulty in quality evaluation（low, medium, high）, with a sample of 542 composed of students and general consumers. Results also reveal that using two dimensions（involvement plus difficulty in quality evaluation）in analysis is a better model than using simple one dimension（involvement or difficulty in quality evaluation only）.

中文摘要i
英文摘要----------------------------------------------------------------------------------- ii
致 謝-----------------------------------------------------------------------------------v
目 錄 -----v
表 目 錄-----v
圖 目 錄 --------------------------------------------------------------------------------------v
第壹章 緒論1
第一節 研究背景與動機1
第二節 研究問題與研究目的2
第三節 研究重要性2
第貳章 文獻探討4
第一節 顧客保留策略4
第二節 顧客之產品/服務涉入10
第三節 顧客之品質評估困難度20
第四節產品/服務涉入、品質評估困難度與顧客關係維持策略之間
的關係26
第參章 研究方法30
第一節 研究架構30
第二節 研究假設32
第三節 研究設計與變數的衡量36
第四節 前測（第二次預試）與正式調查48
第肆章 資料分析與討論49
第一節 樣本描述49
第二節 假設檢定51
第三節 顧客關係維持策略應用模型的比較及效度分析60
第四節 人口統計變數的影響70
第伍章 結論與建議76
第一節 研究發現及其行銷涵意76
第二節 研究建議82
第三節 研究限制及未來研究方向83
參考文獻85
附錄一 預試問卷92
附錄二 正式問卷99

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