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題名 | Exploring Relationship Marketing: How to Establish a Trustworthy Relation with Customer by Examining Service Quality Gaps=關係行銷之探究:如何從消費認知之差異中建立信賴關係 |
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作者姓名(中文) | 王言; 柯俊禎; 鄒建中; | 書刊名 | 蘭陽學報 |
卷期 | 11 2012.06[民101.06] |
頁次 | 頁39-47 |
分類號 | 496.7 |
關鍵詞 | 消費認知; 關係行銷; 信賴關係; Service quality; Relationship marketing; Service industries; Trustworthy relationship; |
語文 | 英文(English) |
中文摘要 | 相關研究主要探討消費者對服務品質之認知,進而了解對產品之滿意程度,本研究以不同之角度,探討當消費者對服務品質產生認知差距時,在產品行銷過程中所產生之關係變化。我們發現:一、在了解服務品質意義與眞諦之前提下,此差距產生〝超越性〞二、此 ” 超越性” 之認知間隙可催化消費者之信賴關係。研究結果可提供各產業在建立客户服務,信賴關係以及行銷教育之建議與參考。 |
英文摘要 | Most studies have examined the gaps between customers’ perceptions of service quality before the service and their perceptions of that after the service. This study is trying to use a different approach to examine service quality by studying the gaps between the perception of sales peoples and that of their customers. We find that:(1) by having them comprehend the intentions of quality service, most sales peoples would require the quality of their services even beyond what their customers demand from them; and (2) by perceiving this gap, a trustworthy relationship, therefore, exists between sales peoples and their customers, which presents a result that the customers are more willing to repurchase. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。