The Study on Customer Value-creation Model: From the Relational Benefits and Relational Bonds Perspectives

在建構及維繫顧客與企業間的長期關係上，關係行銷一直都被視為是個重要的議題。雖然先前研究探討了許多有關關係行銷的前因與結果，但是卻少有研究去整合這些與關係、有關的變數。因此，本研究試圖透過結構方程模式去檢驗與釐清關係利益、關係聯結、以及顧客價值之間的影響關係。以曾經搭乘過臺灣高鐵的消費者為調查對象。實證結果顯示如下：（1）除了信心利益沒有顯著影響結構聯結外，所有類型的關係利益皆會正向地影響各種關係聯結；（2）財務聯結與結構聯結均會正向地影響效用價值，而社會聯結對享樂價值有顯著且正向地影響；（3）效用價值會顯著且正向地影響享樂價值。整體而言，這些發現提供了一些重要的管理意涵。

關鍵字

關係行銷；關係利益；關係聯結；顧客價值

並列摘要

Relationship marketing has been viewed as an important issue for establishing and maintaining long-term relationships between customers and corporations. Although previous studies explored many antecedents and consequences related to relationship marketing, few studies have integrated these relationship-related variables. Therefore, we attempt to examine and clarify the influential relationships among relational benefits, relational bonds and customer value through structural equation modeling. The subjects chosen for this study are consumers who have taken the Taiwan High Speed Rail. The empirical results are as follows: (1) all types of relational benefits significantly and positively influence various relational bonds, apart from confidence benefits which have no significant effect on structural bonds; (2) both financial and structural bonds significantly and positively affect utilitarian value, while social bonds have a significant and positive impact on hedonic value; (3) utilitarian value significantly and positively influences hedonic value. Overall, these findings provide some important managerial implications.

並列關鍵字

Relationship Marketing ； Relational Benefits ； Relational Bonds ； Customer Value

參考文獻

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