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題 名 | 顧客關係管理之實證研究--以中部地區醫學美容中心為例=An Empirical Study on Customer Relationship Management--The Case of Medical Aesthetic Center |
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作 者 | 陳永坤; 謝翠芳; 林欣怡; 涂惠娟; 馮鈺雯; | 書刊名 | 中州學報 |
卷 期 | 25 2007.06[民96.06] |
頁 次 | 頁117-134 |
分類號 | 496.7 |
關鍵詞 | 顧客關係管理; 生活型態; 顧客忠誠度; Customer relationship management; Life style; Customer loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 本文試圖以顧客面來衡量企業與顧客之間的關係,並以前往醫學美容中心之消費者為主要研究對象,探討關係行銷結合策略與不同的消費者生活型態的差異對於顧客忠誠度影響之研究。研究結果顯示:1. 關係行銷結合策略對顧客忠誠度的影響:對醫學美容中心的業者而言,財務性的行銷策略不是萬靈丹,一味以價格優勢來吸引消費者的做法,除了吸引一批隨低價而隨波逐流的消費者外,是無法建立顧客對其醫學美容中心的忠誠度,而應該運用社交性與結構性的優勢來吸引消費者,建立消費者的依賴與信任感,提供心理層面的附加價值,以擺脫競爭者的削價威脅,創造長久的顧客價值。2. 關係行銷結合策略與消費者生活型態對顧客忠誠度關係之影響:對「價格追求者」與「資訊追求者」的消費者而言,財務性結合策略能夠凝聚其忠誠度,而「品牌忠誠度」的消費者則可用結構性結合策略來加強對醫學美容中心的忠誠度。對醫學美容中心經營者而言,要使得「品牌忠誠度」的消費者對其忠誠,就必須建立醫學美容中心獨特的結構性優勢,建立令消費者感到安心可靠且樂在其中的雙方關係。 |
英文摘要 | The study tried to measure the relationship between the enterprises and customers by the customer behaviors on the medical aesthetic center. The intension of this study is to explore the different impacts of relationship marketing strategy and life style on customer loyalty. The findings show that: (1) The impact of relationship marketing strategy on customer loyalty: The financial marketing strategy is not the universally method. The enterprises of the medical aesthetic center can't build the customer loyalty by reducing the price. They should create the psychological extra value, likes the consideration and reliance, for customers by the superiority in social and constructional strategy. Therefore, the enterprises of the medical aesthetic center can free themselves from the price reduction. (2) The impact of relationship marketing strategy and life style on customer loyalty: The financial marketing strategy can create the loyalty of price chaser and information chaser. The constructional strategy then could create the brand loyalty customer. |
本系統中英文摘要資訊取自各篇刊載內容。