頁籤選單縮合
題 名 | 顧客關係、服務流程品質、服務品質與顧客忠誠度之互動性研究--以網路購物為例=A Study of the Interaction among Customer Relationship, Service Process Quality, Service Quality and Customer Loyalty--An E-Shopping Case |
---|---|
作 者 | 林陽助; 葉華容; | 書刊名 | 東吳經濟商學學報 |
卷 期 | 40 2003.03[民92.03] |
頁 次 | 頁41-70 |
分類號 | 496.7 |
關鍵詞 | 顧客關係; 服務流程品質; 服務品質; 顧客忠誠度; Customer relationship; Service quality; Customer loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 顧客關係管理與顧客忠誠度等概念,成為近來行銷管理上最熱門的議題,本研究著重於探討顧客關係對顧客忠誠度的影響,以及兩者之間是否存在著中介變數。 本研究以PZB所提出來的概念為核心,採取問卷調查的方式,研究網路購物中,顧客關係、服務流程品質、服務品質與顧客忠誠度等變數之間的關聯性。 研究結果發現: (一) 「顧客關係」可區分為熟悉、互動與客製化三個構面; (二) 顧客關係對顧客忠誠度有顯著影響; (三) 服務品質可以作為顧客關係與顧客忠誠度之間的中介變數。整體而言,網站若能強化顧客關偉、之建立,則顧客對服務品質之認知將會提升,並因此增加顧客忠誠度。 最後,本研究提出幾點在行銷實務上的涵義: (一) 顧客關係管理將成為行銷管理的主流; (二) 顧客關係管理是一種學習的過程; (三) 應把顧客忠誠度視為衡量企業績效的重要項目之一。 |
英文摘要 | The concepts of customer relationship management (CRM) and customer loyalty (CL) have become the major themes in today's marketing. In PBZ's opinion, service process quality (SPQ) is very important in building customer loyalty. On the other side, customer relationship (CR) is central to promote service process quality. Therefore, the purpose of this study is to probe the relationship between customer relationship, service process quality, service quality' and customer loyalty. The findings are as follows: (1) CR can be categorized into three dimensions: familiarization, interaction and customization. (2) CR has significant influence on CL. (3) CR will influence CL through service quality. As a whole, if e-shopping strengthen their relationship with customer, customer perceptions of service quality will enhance, and customer loyalty will increase. Finally, according to the finding, this study supports three managerial implications about marketing: (1) CRM will become the trend of marketing management. (2) CRM is a process of learning. (3) Customer loyalty is critical to performance evaluation. |
本系統中英文摘要資訊取自各篇刊載內容。