顧客忠誠驅動因子之研究－顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響

A Study on the Drivers of Customer Loyalty-The Key Role of Customer Perceived Value and the Moderating Effects of Customer Satisfaction and Trust

張淑青(Su-Ching Chang)

《輔仁管理評論》 13卷1期 (2006/01) Pp. 107-132

https://doi.org/10.29698/FJMR.200601.0005

摘要

確認顧客忠誠的關鍵驅動因子，對關係行銷理論而言是相當重要的，不但將有助於對顧客之了解，並可據以發展行銷策略。本研究引據關係行銷的理論概念及其了解顧客忠誠的途徑，將其運用於企業組織與顧客間(B-C)的關係交換過程，選擇消費者行為研究中相當成熟的「顧客滿意」途徑、本世紀策略性新議題之「價值」途徑及關係行銷範疇的「信任」等三種重要途徑加以探討及驗證顧客忠誠的關鍵驅動因子。本研究目的旨在於提出以「顧客知覺價值」作為「顧客滿意－信任－顧客忠誠」關係模式之前因變項，建構成為整合性因果關係模式，藉以探索各變項間之交互影響，選擇西式速食餐廳之顧客為研究樣本進行實證，分析發現顧客知覺價值對顧客忠誠的關鍵驅動效果，及顧客滿意與信任的中介影響效果，研究結果提供相關業者發展行銷策略之建議與參考。

關鍵字

顧客滿意 ； 顧客知覺價值 ； 信任 ； 顧客忠誠

並列摘要

It is very important to identify the key drivers that influenced the outcomes in relationship marketing theory; this not only will help us to have a better understanding of the customers but will also help us to develop the marketing strategies. This study adopts the theoretical concepts and approaches of understanding customer loyalty in relationship marketing and applies it into the relationship exchange process of business-to-customer (B-C). The three important approaches are selected to discuss about and test the key driver of Customer loyalty, they are the ”customer satisfaction” approach which is a pretty mature study field in customer behavior; ”value” approach which is a new strategic issue in this century, and ”trust” approach which is in the scope of relationship marketing.
The purpose of this study is to propose an integrated cause-effect model which takes the ”customer perceived value” as the antecedent variable of the ”customer satisfaction-trust-customer loyalty” model in order to explore their interaction effects. The customers of fast-food restaurant were selected to be the study samples and tested the constructed model. On the basis of the research results, the customer perceived value play the key driving effects on customer loyalty and the moderating effects of customer satisfaction and trust; those research results offer ample and concrete managerial suggestions to develop the marketing strategies for related service providers.

並列關鍵字

customer satisfaction ； customer perceived value ； trust ； customer loyalty

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