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研究生:馮曉筠
研究生(外文):Hsiao-yun Feng
論文名稱:關係誘因、取得便利性及關係方案對服務關係行銷績效的影響
論文名稱(外文):The Influence of Relationship Inducing Factors, Access Convenience and Relationship Programs on Service Relationship Marketing Performances
指導教授:趙琪趙琪引用關係
指導教授(外文):Chyi Jaw
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:英文
論文頁數:172
中文關鍵詞:維持關係購買意願獎酬類別取得便利性服務參與關係行銷公司認同
外文關鍵詞:Relationship MarketingCorporate IdentityService ParticipationAccess ConvenienceReward TypesPurchase IntentionMaintain Relationship
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隨著服務業成為國內主要之產業,服務關係行銷的重要影響前因之研究即顯得更為重要。因此本研究即希望探討重要前因對服務關係績效的影響效果,並建立一整體性的服務關係行銷策略架構,並進而對服務廠商提出有效的服務關係行銷策略。
  本研究共執行二次前測問卷與兩次正式實驗,前測一主要的目的為找出受測者認為知名度較高以及較低的服務產品品牌名稱,和受測者認為在接受服務時最想知道的關鍵資訊,以及服務取得便利性的需求要件;前測二主要目的為找出適當的忠誠方案之獎酬贈品;正式實驗一主要探討公司認同、服務參與、取得便利性在品牌知名度、關鍵資訊提供多寡的干擾下對服務關係績效之影響;正式實驗二主要探討促銷設計,目的在瞭解服務參與、不同的獎酬在品牌知名度高低、獎酬門檻高低的干擾下對服務關係績效之影響。
  本研究發現,公司認同、服務參與以及取得便利性不論是在購買意願或者是在與服務廠商維持關係之意願上皆有顯著的影響。即消費者對公司認同感越高、服務廠商提供需要較多顧客參與的服務,以及服務廠商提供較高的取得便利性,則消費者對該廠商服務的購買意願以及維持關係意願皆會提高。而品牌知名度以及提供關鍵資訊量的多寡,在維持關係意願上皆有顯著之影響。
  就促銷設計方面,服務參與、獎酬類別皆有顯著的影響。服務參與高會增加顧客的購買意願以及維持關係之意願。而服務廠商提供娛悅性的獎酬會增加顧客的購買意願,若是增加功能性之獎酬則會增強顧客維持關係之意願。此外品牌知名度高低以及獎酬門檻之高低皆對服務關係績效有顯著之影響。較低的需求門檻搭配功能性的贈品較能增加顧客與服務廠商維持關係之意願;較高之需求門檻搭配愉悅性的贈品將能激發顧客購買服務之意願。
  最後本研究建議,除了本研究所採用的變數以外,服務關係績效-購買意願、維持關係意願還可能會受到其他因素,例如:文化差異、服務類別…等的影響。因此,後續研究者可以考慮納入上述變數作進一步的研究來檢驗這些條件的影響。
Over 70% of the nation’s gross domestic product (GDP) is accounted for by the service sector in Taiwan. Although the service sector account for over half of the consumer expenditures is impressive, it still grossly understates the economical importance of services. Since the benefit from the relationship between the service firms and the consumers is hard to convey, many of the firms nowadays cannot easily to establish a stable relationship with their consumers. Thus, relationship marketing is employed by many industries to retain customers and manage relationship. This study believes that it is worth to measure the effect on relationship marketing to service industry. Hence, this study tries to build up a strategic conceptual framework of service relationship marketing. This study introduces relationship inducing factors–corporate identity and service participation. Besides, this study also introduces strategic factors-access convenience and frequency programs as this study’s antecedents. Therefore, this study will discuss antecedents and moderating variables that influence the relationship performances.
Twice pretests and twice formal experiments are executed for this study. The purpose of pretest 1 is to investigate the brand awareness of experimental service categories, and the importance of corporate-provided information. The purpose of pretest 2 is to figure out suitable hedonic and utilitarian goods for frequency program rewards. The first formal experiment is to explore the effect of corporate identity, access convenience, brand awareness, and critical information provided with two levels of participations. While the second is about the promotion- frequency programs to understand the interactive effect of reward types within brand awareness and program requirements under different participation levels.
This study finds out that corporate identity, service participation, access convenience, and frequency programs all have significant effect on relationship performances. Besides the main effect the above-mentioned, there are interactions between each variable. For example, in study 1, the effects of access convenience on relationship marketing performances interfere with brand awareness; the effects of access convenience on relationship marketing performances interfere with service-related critical information provided, and etc. In study 2, the effects of reward types on relationship marketing performances interfere with program requirements; the effects of service participation on relationship marketing performances interfere with brand awareness, and etc. Furthermore, service firms can make their marketing strategies according to this study results.
After all, future researchers can adopt other variables that are not included in this research, for example, purchase intention and intention to maintain relationship may be affected by other factors. However, future study can present the different rewards together, and it can show up the consumer’s favorite on the choosing behavior obviously.
DISSERTATION ABSTRACT I
CHINESE ABSTRACT III
ENGLISH ABSTRACT V
ACKNOWLEDGEMENT VIII
TABLE OF CONTENTS IX
LIST OF TABLES XI
LIST OF FIGURES XIII
1. INTRODUCTION 1
1.1 BACKGROUND AND MOTIVATION 1
1.2 RESEARCH OBJECTIVES 5
1.3 ORGANIZATION OF THE STUDY 7
2. LITERATURE REVIEW 9
2.1 RELATIONSHIP MARKETING PERFORMANCES IN SERVICE 9
2.2 RELATIONSHIP-INDUCING FACTORS 13
2.2.1 Corporate Identity 14
2.2.2 Service Participation 16
2.3 STRATEGIC FACTORS 22
2.3.1 Service Access Convenience 22
2.3.2 Frequency Programs 29
2.4 MODERATING EFFECT-CORPORATE FACTORS 36
2.4.1 The Amount of Critical Information 36
2.4.2 Brand Awareness 39
3. METHODOLOGY 42
3.1 CONCEPTUAL FRAMEWORK 42
3.2 VARIABLE MEASUREMENT 43
3.3 PRETESTS 45
3.3.1 Pretest 1 45
3.3.2 Pretest 2 55
3.4 EXPERIMENTAL DESIGN 59
3.4.1 Study 1: Service Participation, Service Access Convenience, Brand Awareness and Critical Information Provided 59
3.4.2 Study 2: Service Participation, Frequency Program, Program Requirements and Brand Awareness 62
3.5 EXPERIMENTAL PROCEDURE 64
3.6 DATA COLLECTION 65
3.7 ANALYSIS METHOD 65
3.7 DESCRIPTION OF SAMPLE 66
4. DATA ANALYSIS AND RESULTS 69
4.1 SCALE RELIABILITY 69
4.2 HYPOTHESES TESTS 69
4.2.1 Study 1 69
4.2.2 Study 2 82
5. CONCLUSION AND DISCUSSION 95
5.1 DISCUSSIONS AND SUMMARY OF FINDINGS 95
5.2 ACADEMICS AND PRACTICE CONTRIBUTION 99
5.2.1 Academics Contribution 99
5.2.2 Practice Contribution 101
5.3 STRATEGIC IMPLICATION AND SUGGESTION 103
5.4 LIMITATION AND FUTURE RESEARCH 106
REFERENCE 108
APPENDIX 126
APPENDIX A-1 PRETEST 1 QUESTIONNAIRE 127
APPENDIX A-2 PRETEST 1 QUESTIONNAIRE 130
APPENDIX B PRETEST 2 QUESTIONNAIRE 133
APPENDIX C-1 FORMAL EXPERIMENTAL QUESTIONNAIRE (1-2) 134
APPENDIX C-2 FORMAL EXPERIMENTAL QUESTIONNAIRE (2-1) 154
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