餐飲服務業如何挽回流失顧客之研究

對於餐飲服務業而言，流失顧客挽回的研究尚未被重視，但其重要性不亞於保留現有顧客與開發新客源。所以要如何藉由關係連結（財務、社會和結構連結）來挽回流失顧客，而流失顧客對原先餐飲服務業者的再次信任、情感依附與態度忠誠等構念之看法為何，成為本文探討之問題。本研究問卷調查方法採立意抽樣方式，分析主要採用PLS（partial least squares）結構模式分析建立理論模式，進一步分析模式各構念間的直接效果與間接效果影響。最後結果顯示財務連結對流失顧客挽回具有最顯著的正向影響，而重要的發現為瞭解到要使流失顧客能有真正的態度忠誠，除了對原先服務業者再次信任外，仍須使其產生感情依附，才不會導致其再次流失。

關鍵字

挽回流失顧客；關係連結；再次信任；感情依附；態度忠誠

並列摘要

For food services industries, the studies of retrieve the lost customers have not been taken seriously, but as important as retaining existing customers and develop new customers. Therefore how to retrieve the lost customers by relationship bonding (financial bonding, social bonding and structural bonding), and make the customers retrust, emotional attach and attitude loyalty to the service providers again, those constructs become the research problems of this article. In this study, the survey method used purposive sampling, analysis is mainly based PLS (partial least squares) analysis of structural equation model established theoretical model. Further analyze the direct effects and indirect effects on the model. Finally, results show that the financial bonding to retrieve the lost customers with the most significant positive influence. The important finding is the lost customers to make a real attitude loyalty, in addition to retrust the original service provider, but still need to produce emotional attachment, so that customers will not be lost again.

並列關鍵字

customer reacquisition ； relationship bonding ； retrust ； emotional attachment ； attitude loyalty

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