公平知覺對顧客忠誠的影響－中介變數的角色

The Effects of Perceived Fairness to Customer Loyalty: The Role of Intervening Variables

施錦村(Chin-Tsun Shih) ； 洪儒瑤(Ju-Yao Hung)

《東吳經濟商學學報》 60期 (2008/03) Pp. 39-66

https://doi.org/10.29735/SJEB.200803.0002

摘要

「顧客忠誠」的理論觀點自1990年代初期興起以來，其內涵雖廣為理論界及實務界所運用，但其前提要素及中介變數為何？過去屢有實證研究，惟無一致性的結論。因此，本研究乃以咖啡簡餐連鎖業為實證對象，探討公平知覺（支付公平、互動公平及程序公平）與顧客忠誠（口碑及購買意圖）的關係，藉以確認其間有無中介變數存在。本研究範圍界定為台北地區的咖啡簡餐連鎖業，針對該產業前4名業者之顧客施以問卷調查，實證結果發現：公平知覺與顧客忠誠直接效果不顯著，間接效果存在；「顧客滿意」及「承諾」係公平知覺與顧客忠誠間之中介變數，且「顧客忠誠」為「承諾」的前提要素。

關鍵字

公平知覺 ； 顧客滿意 ； 顧客忠誠 ； 承諾

並列摘要

The theoretical standpoints of ”customer loyalty” have risen since early 1990's, their connotations are applied by theoretical and actual field widely. Although what are antecedents and interval variables of it that often had been discussed in the past time empirical studies, there are not able to agree identically also. Based on a research of the industry of chain coffee dish that explores the relationships between percevied fairness (payment equity, interaction fairness and procedural fairness) and customer loyalty (word of mouth and purchase intention), to confirm whether interval variables exsit or not. The samples studied from the customers of the front 4 companies of the chain coffee dish in Taipei region. By using LISREL software to resolve the structure equation model, the results are as follow: Between percevied fairness and customer loyalty exist indirect relationship only. Customer satisfaction and commitment occupy the functions of interval role, and customer satisfaction is the antecedent of commitment.

並列關鍵字

Customer Loyalty ； Perceived Fairness ； Customer Satisfaction ； Commitment

參考文獻

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