專案經理關係行銷與服務品質知覺、顧客忠誠度之關聯探討

A Study of the Associations among Relationship Marketing, Customers' Perception of Service Quality and Loyalty

謝效昭(Hsiao-Chao Hsieh) ； 李美玉(Mei-Yu Lee)

《東吳經濟商學學報》 60期 (2008/03) Pp. 133-158

https://doi.org/10.29735/SJEB.200803.0005

摘要

在學術研究領域，有關關係行銷與顧客服務品質、忠誠度關聯性的議題雖然已有不少，但關係行銷與服務品質恰為企業與顧客互動的兩端，在研究方法上若單從企業或顧客一方進行調查，所得到的結果往往流於主觀，如果可以整合企業與顧客兩者的立場，將會使研究發現更具說服力。本研究以企業端之客服人員及其所服務的客戶為探討對象，研究企業所採行之關係行銷、專案經理的人格特質、顧客感受之服務品質以及顧客忠誠度之關聯，採取配對式問卷調查，分別由專案經理與其服務的客戶填答，結果發現：企業之關係行銷活動與顧客感受之服務品質，兩者有顯著正向關聯；良好的服務品質對顧客忠誠度的提升有顯著正向關聯；專案經理的人格特質，會干擾關係行銷活動與服務品質的關聯性，而干擾的方向性與程度，因不同的人格特質而有差異。

關鍵字

關係行銷 ； 服務品質 ； 顧客忠誠度

並列摘要

Some of the literatures proved that relationship marketing can increase customers' service quality and loyalty. But most of them were surveyed from either the supply side or the demand side. To improve the survey method, this paper uses matching questionnaires between project manager and customer to survey the associations among relationship marketing, customer's perception of service quality and loyalty. The findings are: the relationship marketing can increases customer's perception of service quality. the service quality perceived by customer can increases customer loyalty, the personality traits of project manager will affects the association between relationship marketing and service quality.

並列關鍵字

Relationship Marketing ； Service Quality ； Customer Loyalty

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