關係行銷、顧客滿意度與忠誠度之研究－以高科技產業為例

A Study on Relationship Marketing, Customer Satisfaction and Loyalty-Empirical Study of High Technology Industry in Taiwan

佘溪水(Shih-Shue Sher) ； 侯博仁(Po-Jen Hou)

《聯大學報》 6卷2期 (2009/12) Pp. 323-343

https://doi.org/10.29847/JNUU.200912.0015

摘要

本研究的目的主要在探討台灣高科技產業市場關係行銷的影響變數，藉以瞭解關係行銷（含關係利益與產銷能耐之構面）、客戶支持（含品牌印象與共享價值之構面）、滿意度（含知覺價格與能量服務之構面）以及忠誠度（含再購意願與態度忠誠之構面）等構面間的影響程度。研究方法以問卷調查訪問台灣北中南科學園區的高科技廠商，藉由LISEL分析各構面變數的影響性。實證結果顯示，在滿意度的前置變數中，只有關係利益與共享價值對滿意度的知覺價格與能量服務有顯著影響；在滿意度對忠誠度方面，知覺價格對再購意願有顯著影響，能量服務對再購意願與態度忠誠有顯著影響。
本研究結論認為，關係是行銷的本源，有共享價值的「關係」獲得客戶的支持與合作，找出讓顧客「感到滿意」的「因子」，從而贏得更高的顧客佔有率與顧客終身價值，建立良好的顧客忠誠度。

關鍵字

關係行銷 ； 關係利益 ； 品牌形象 ； 滿意度

並列摘要

The purpose of this study is to investigate the affecting variables in Taiwan’s High-Tech industry relationship marketing. It is used to understand the degree of mutual affecting in relationship marketing (including relationship benefit and capabilities of production and marketing dimensions), customer support (including brand image and shared value dimensions), satisfaction (including perceptive value and competencies service dimensions), and loyalty (including repurchase intention and attitude loyalty dimension). The research was conducted through a questionnaire survey on the High-Tech companies in Taiwan's north, center, and south science parks. LISREL was used to analyze the effects of each dimensional variable. Empirical test results show that in the lateral variables of satisfaction, only relational benefit and shared value has significant effect on the perceptive value and capability service in satisfaction dimension. On the satisfaction versus loyalty, perceptive value has a significant effect on the repurchase intention. Competencies service has significant effects on repurchase intention and attitude loyalty.
The research concluded that relation is the foundation of marketing. A shared value is the one that secure the relation of customer support and cooperation. A shared value can be obtained through finding the factors the make customers feel satisfied, gaining an even higher customer market share and customer value, and establishing a good customer loyalty.

並列關鍵字

Relationship Marketing ； Relationship benefits ； Brand Image ； Satisfaction

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