Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24666
標題: A Study on the Service Quality, Relation Marketing, Relation Quality and Customer Loyalty
服務品質、關係行銷、關係品質與顧客忠誠度之探討 -以中部地區酒品專賣店為例
作者: 楊良基
Yang, Liang-Chi
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1808200914481400;關係行銷;服務品質;關係品質;忠誠度
出版社: 高階經理人碩士在職專班
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摘要: 
自從加入WTO後台灣的開放速度與國際化程度漸趨成熟,每個產業都面臨更加複雜的環境變化與經營上嚴峻考驗,在菸酒販賣業產業變化中,從政府保護的專賣時代到加入WTO後的完全開放,品牌競爭白熱化、銷售通路多元化。傳統的菸酒販賣業者面對量販店破壞性價格競爭、五大超商提供通路便利性的服務、連鎖專賣店深耕顧客關係提供客製化與關懷性的服務,傳統的菸酒販賣業者已到了不思變革無法生存的關鍵時刻。
由於傳統的菸酒販賣業者,其內在資源與建構能力的知識有限,有心變革者往往不知從何著手,因此本研究一方面透過行銷策略上所討論的公司與顧客結合模式,就是關係行銷結合層級,二方面思維業者對顧客知覺的服務品質的範籌上,業者該如何利用有限資源提升顧客關係品質,在關係行銷中許多學者都認為透過關係品質的中介能更有效提升顧客忠誠度,本研究在關係品質使用承諾、信任、滿意來探討對忠誠度的影響,最後並探討關係品質的中介效果。
本研究以菸酒販賣業者的顧客為對象,以關係行銷、服務品質、關係品質與忠誠度之探討,共發出問卷1000份回收率45%,透過實證結果獲得下列發現,(1)關係行銷結合方式的結構性對滿意有影響(2)服務品質的保證性與關懷性對關係品質有影響(3)關係品質對忠誠度有影響(4)關係品質具中介效果。
依據上述的研究結果,提出建議給予菸酒販賣業者做為行銷策略與服務品質提升之建議。

Being a member of WTO, Taiwan has to remove the protection for some industries according to the regulations, which not only affecting the local commercial activities of the retail stores but also increasing the competition tense between the retail stores and conglomerate. The traditional retail stores of wines and tobaccos are experiencing tremendous competitions such as low price, intensive commercial advertisement, and spacious layout from the well-known conglomerates. Under such circumstances, they are facing the toughest competition and felt the hardest threat never happened before.

With limited resource and lack of the related knowledge, the traditional retail stores of wines and tobaccos usually do not know how to make changes on their operations to survive in this changing environment. In order to provide concrete suggestions for the traditional retail stores, this study tries to combine the relationship marketing, service quality and relationship quality to explain the customer loyalty. Furthermore, we investigate the mediation effect of relationship quality on the relationship between relationship marketing (and service quality) and loyalty. Totally 1000 questionnaires are distributed to the customers of the traditional retail stores of wines and tobaccos and 450 valid copies are returned. The empirical results show that relationship marketing has positive effect on satisfaction in terms of the structure way, the warranty and care constructs of service quality have positive effects on relationship quality, relationship quality has positive effects on loyalty, and relationship quality has the mediation effect on the relationship between relationship marketing (and service quality) and customer loyalty.
URI: http://hdl.handle.net/11455/24666
其他識別: U0005-1808200914481400
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