網路書店關係品質與顧客忠誠度模式之研究

A Relationship Quality and Customer Loyalty Model for Cyber Bookstores

陳致魁(Chih-Kui Chen) ； 翁淑緣(Shu-Yeng Wong)

《大葉學報》 10卷2期 (2001/12) Pp. 31-46

https://doi.org/10.7119/JDYU.200112.0031

摘要

本研究主要在瞭解影響網路書店與顧客間之關係品質的前因變項及結果變項，並且驗證關係品質及顧客忠誠度之因果模式。本研究發現關係品質可以分成正向關係品質與負向關係品質兩個構面，而不是一個整體的、單一的建構。本研究所建立的「網路書店關係品質與顧客忠誠度之模式」，被驗證為具有滿意的適配度，顯示產品／服務品質、安全性、及互動強度等前因變項，會影響正向關係品質。而安全性、互動強度、及專業知識會影響「負向關係品質」，並透過「負向關係品質」而反向的影響「正向關係品質」。至於正向關係品質則會強化顧客忠誠度。因此可以肯定正向關係品質具有中介變項的作用，在承受前因變項的影響後，進而影響顧客忠誠度。

關鍵字

網路書店 ； 關係行銷 ； 關係品質 ； 顧客忠誠度

並列摘要

The objective of this research is to study the impact of relationship quality on the loyalty of cyber bookstores' customers and to propose a relationship quality and customer loyalty model for cyber bookstores. This study finds that relationship quality is not a single construct, but rather consists of both positive relationship quality and negative relationship quality. The relationship quality and customer loyalty model for cyber bookstores shows that offering quality, security, and contact intensity will affect the positive relationship quality. The negative relationship quality is affected by the security, contact intensity, and expertise perceived by the customers. The positive relationship quality is also affected by the negative relationship quality. Consequently, the positive relationship quality will significantly and directly enhance customer loyalty. It is concluded that the positive relationship quality serves as a mediator which is influenced by antecedent variables and subsequently affects customer loyalty.

並列關鍵字

cyber bookstore ； relationship marketing ； relationship quality ； customer loyalty