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研究生:吳振榮
研究生(外文):Chen-Jung Wu
論文名稱:關係連結與生活型態對顧客價值影響之研究-以國內某3C零售業為例
論文名稱(外文):The Effect of Relationships bonds and Lifestyles on Customer values : A case of a 3C Retail store in Taiwan
指導教授:高義芳高義芳引用關係
指導教授(外文):Yie-Fang Kao
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學研究所
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:2008
畢業學年度:97
語文別:中文
論文頁數:155
中文關鍵詞:關係行銷關係連結關係品質顧客價值財務性連結社會性連結結構性連結承諾生活型態
外文關鍵詞:信任relationshipmarketingrelationshipbondsrelationshipqualitycustomer valuefinance bondsocial bondstructure bondtrustcommitmentlifestyle
相關次數:
  • 被引用被引用:3
  • 點閱點閱:207
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  • 收藏至我的研究室書目清單書目收藏:0
Morgan 與 Hunt(1994)提出關係行銷模式(relationship marketing model),主要以仲介變數(key mediating variable, KMV)方式實證關係品質的信任及承諾對未來關係的互動扮演重要角色。長期而言,良好的關係品質可讓雙方關係持續,但應採取何種關係連結才能強化彼此關係品質進而提昇顧客為企業帶來的價值,則尚待深入研究。此外O’Brien 與 Jones(1995)亦指出,企業不應採取無差異的方式對待客戶,此舉將造成公司資源浪費。據此,本研究提出建構衡量終端零售業之顧客價值因果關係模式,探索企業應採取何種關係結合方式對顧客於企業價值有較佳效果,並探討關係品質的仲介效果如何,藉以擴充關係行銷在通路領域的應用範疇,另外探討不同顧客之生活型態對整體研究架構產生之幹擾狀況,企業除了能藉由關係行銷吸引客戶的認同,亦能訴諸消費者心境,瞭解消費者型態與生活特性,並依此採取適當的關係連結方式以提高顧客的承諾度、信任度以及顧客對企業之價值。
本研究以Berry 與 Parasuraman(1991)關係連結方式,結合Morgan 與 Hunt(1994)關係行銷觀點,以個案公司之終端零售業之顧客為調查對象,採用自陳式問卷方式調查個案公司分佈於全省據點的門市,共發放600份問卷,回收512份,有效問卷504份。研究方法採用敘述統計分析、相關分析、複迴歸分析,並以LISREL進行效度與路徑模式之輔助驗證。
結果顯示:在主研究架構下只有「社會性連結對信任具正向影響」未獲得實證資料支持,其他「財務性連結」、「結構性連結」對信任有正向之影響、「財務性連結」、「社會性連結」、「結構性連結」對承諾有正向之影響、以及「信任對承諾」以及「信任」、「承諾」對顧客價值具正向影響之假設皆獲得證實。而在生活型態的幹擾方面雖僅有「不同生活型態之顧客對社會連結之於承諾有顯著差異」與「不同生活型態之顧客對結構連結之於承諾有顯著差異」獲得支持,但其他不同生活型態幹擾的假設其幹擾之顯著性皆有非常明顯強弱之差別。
管理者面對不同顧客應有不同的連結方式,且應快速找出顧客特質並將其分類,以不同的關係連結方式與顧客建立關係,來獲取最大利潤。本研究綜合理論與實證方式將關係連結分成三種方式並以兩種方式代表關係品質並將顧客分成兩種不同生活型態的族群,加以驗證其正確性與可靠性。透過本研究的轉化測量變數與所獲得的實際資料,驗證結果大致與Berry 與 Parasureman(1991)之論點相符,實證可適用於衡量零售商店之消費族群。在學術上,除可供未來研究關係連結進行相互比較,並累積研究成果。對於實務界,可透過此共同測量基礎,在企業經營上該應用何種關係連結的思考準則與指引,並作為企業發掘與改善零售商與其顧客間關係之檢核工具。
According to Morgan & Hunt’s research about Relationship Marketing Model in 1994, it proved that trust and commitment of the relationship quality plays an important role in buyers and sellers’ future interaction through KMV(Key Mediating Variable). In the long term, good relationship can help buyers and sellers to keep in touch, but which kind of contact can strengthen the relationship and enhance the benefit of the company is still unknown. Besides, O’Brien & Jones (1995) show that company would waste a lot of resources if they treat customer in the same way. According that, This Study find out how to measure Customer Values interactive module of Retails. Therefore, present study use end retailer’s customer value relationship model to find out which kind of relationship bond can enhance customer value, and discuss the effect of relationship quality as a mediating variable, in order to build up the Scenarios of relationship marketing in channel management. We also use customer’s life style as a moderator to investigate that company can gain customers’ identity through relationship marketing and other ways such as understanding consumer’s life style and character; therefore, company will enhance customer’s commitment, trust and customer value through the appropriate relationship bond.

Present study combines the relationship bond (Berry & Parasuraman, 1991) and the perspective of relationship marketing(Morgan & Hunt, 1994). The subsjects are the end-users of T company, and we use Self-Report Inventories to gain the information from their branches in Taiwan. The total sample size are 512 customers, and the analysis methods are descriptive statistics analysis, correlation analysis, and multiple-regression-analysis. Present study also uses LISREL to test validity and path analysis.
The results show that only social bond’s effect on trust is not significant. Besides, financial bond and structural bond have positive effect on trust; financial bond, social bond and structural bond have positive effect on commitment; trust-commitment, trust and commitment have positive effect on customer value. Lifestyles’ moderating effects are only significant on social bond, structural bond, and commitment. However, some lifestyles’ moderating effects have significant difference between each other.
Managers should use different relationship bonds toward different customers to build relationship with them, and clustering them into different groups according to their characters for the profit maximization. Present research combines theoretical and practical methods to separate relationship bonds into three different ways, and to separate customers into two lifestyles. The results are similar to the research from Berry & Parasuraman (1991), and can be used by future study and enterprises.
第壹章 緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究範圍與對象
第四節 研究流程
第貳章 文獻探討
第一節 3C零售連鎖通路產業
第二節 關係行銷
第三節 關係連結
第四節 關係品質
第五節 信任、承諾
第六節 顧客價值
第七節 消費者行為
第八節 消費者生活型態
第九節 生活型態衡量
第十節 小結
第參章 研究方法
第一節 研究架構
第二節 研究假設
第三節 操作性定義與衡量方法
第四節 問卷設計
第五節 抽樣設計
第六節 統計分析方法
第肆章 實證分析
第一節 問卷回收
第二節 敘述統計分析
第三節 相關分析
第四節 信度分析
第五節 效度分析(驗證性因素分析)
第六節 關係連結與關係品質對顧客價值變數間之迴歸分析與假設驗證
第七節 生活型態探索性因素分析與集群分析
第八節 生活型態對關係連結與關係品質之顧客價影響之分析
第九節 LISREL 線性結構模式路徑分析
第伍章 結論與建議
第一節 實證結論
第二節 管理意涵
第三節 研究貢獻
第四節 研究限制
第五節 未來建議
參考文獻
附錄一
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