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題名 | 以顧客特質取向探討關係傾向與犧牲基礎關係承諾之研究=A Study on Relationship Proneness and Dedication-Based Relationship Commitment from Customer Traits Approach |
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作者 | 魏鶴欽; 張書豪; Wei, Ho-ching; Chang, Shu-hao; |
期刊 | 臺灣管理學刊 |
出版日期 | 20090800 |
卷期 | 9:2 2009.08[民98.08] |
頁次 | 頁115-136 |
分類號 | 496.7 |
語文 | chi |
關鍵詞 | 顧客關係傾向; 關係承諾; 顧客特質; 零售商; 關係行銷; Customer relationship proneness; Relationship commitment; Customer traits; Retailer; Relationship marketing; |
中文摘要 | 本研究從購買者的角度出發,檢測顧客關係傾向在商店關係管理上所扮演的角色,焦點在於顧客關係傾向之形成過程以及對於關係承諾的影響。在關係行銷文獻中,經常由銷售者觀點來評價關係行銷之價值,卻忽略了購買者觀點,本研究由購買者觀點來評價關係行銷之價值,經由購買者主動尋求關係之正面動機出發,進而形成犧牲基礎之關係承諾。由SEM驗證顯示社會親密、購物樂趣與定位涉入皆會影響顧客關係傾向,而最終影響關係承諾,同時顧客特質在顧客關係傾向與關係承諾間具有干擾效果。商店-顧客二元關係之建立在於顧客能有意願與商店建立關係。因此,本文採取顧客心理因素與特質之干擾效果,期以不同顧客特性來評價商店建構關係承諾之成效。 |
英文摘要 | This research studies the role of customer relationship proneness in the store's relationship management from the perspective of buyers. This study focuses on the formation process of customer proneness relationship and its effect on relationship commitment. The value of relationship marketing has mainly been viewed from a seller's perspective, the buyer's perspective has been largely neglected in relationship marketing literature. This study assesses the value of relationship marketing from the buyer's perspective, exploring the formation of dedication-based relationship commitment via buyers' actively seeking relationships. The result adopts Structural Equation Modeling (SEM) to verify that social affiliation, shopping enjoyment, and position involvement significantly affect customer relationship proneness and relationship commitment. Besides, customer traits have moderating effect between customer relationship proneness and relationship commitment. This study explicitly confirms that the dyadic relationships between stores and customers depend upon customers' desire for a long-term relationship. Therefore, this article adopts customers' psychological factor analysis and the moderating effect of customer traits to assess the effectiveness of relationship commitment after the store's relationship marketing effort. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。