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標題: 顧客主導關係與關係利益對關係品質與忠誠度之影響
Effects of Customer Management Relationships and Relationship Benefits on Relationship Quality and Loyalty
作者: 楊涵如
Yang, Han-Ju
出版社: 高階經理人碩士在職專班
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當行銷走進1990年代時,一切事物似乎變得愈來愈複雜。許多公司開始對於投入大筆行銷支出卻未獲得同等的報酬產生質疑,而在同時,多數西方國家的發展已逐漸走向以服務為主導的經濟社會,此即凸顯出企業與顧客對雙方關係的認知具有差距的重要議題。事實上,行銷的中心信條「顧客主權」(customer supremacy)

1. 除了社會利益對於滿意及承諾的影響並不顯著外,信心利益以及特殊待遇利益二項關係利益對於滿意及承諾等二項關係品質具有顯著且正向的影響。
2. 兩項關係品質對於忠誠度具有顯著且正向的影響,其中以滿意的影響最大。
3. 顧客主導關係中的兩項構念:顧客參與以及高許可強度分別對於關係品質中的承諾以及滿意具有顯著且正向的影響。
4. 本研究亦發現顧客主導關係中的構念之一:高許可強度對於忠誠度具有顯著且正向的影響。

As marketing entered the 1990s things appeared to be going from bad to worse.
Companies were beginning to question the large expenditure on marketing without a m-
easurable return on investment that had been assumed in past decades. Most western co-
untries were becoming largely service-led economies,so it has to be stressed that the iss-
ue of perceptive gaps between customers and companies. It was frequently acknowledg-
ed that customer supremacy, the central tenet of marketing, although rational in principl-
e was fawed in practice.
The present study aims to investigate the effects of customer management relati-
onships and relationship benefits on relationship quality and loyalty.According to New-
ell (2003), customer management relationships including two dimensions: customer par- ticipation and high permission intensity. Base on Hennig-Thrau et al.,(2002), these vari- ables were further categorized into two or three dimensions. That is, relationship benefi- ts consist of confidence benefit, social benefit ,and special treatment benefit, whereas relationship quality in composed of satisfaction and commitment.
In respect of experiment, our study targets at customer who accept bank or touri-
st services,and we obtain 301 useful questionaires by convenience sampling.
The findings are summarized as follows:
1. While the effect of social benefit on relationship quality is not significant, co-
fidence benefit and social benefit positively affect the two dimensions of rela-
tionship quality.
2. The two dimensions of relationship quality positively affect loyalty in which
satisfaction has the strongest effect on loyalty.
3. The two dimensions of customer management relationships positively affect
relationship quality.
4. While customer participation on loyalty is not significant, high permission
intensity positively affect loyalty.
其他識別: U0005-1408200702121200
Appears in Collections:高階經理人碩士在職專班

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