五流管理、來源國形象、延伸性產品與顧客忠誠關係之研究-以臺灣黑貓宅急便為例

The Relationships among Logistics Management, Country-of-Origin Image, Extended Products and Customer Loyalty- Empirical Evidence from Kuroneko Tkyubin’s Customers in Taiwan

楊惠娥(Hui-O Yang) ； 侯心雅(Sin-Ya Hou)

《顧客滿意學刊》 12卷1期 (2016/03) Pp. 33-64

摘要

本研究主要探討黑貓宅急便的來源國形象與延伸性產品對五流管理與顧客忠誠關係的影響。黑貓宅急便藉由提供各種優質的服務，不但是臺灣宅配業的龍頭，更在宅配市場中擁有超過四成的市場佔有率。由於黑貓宅急便是日本宅配業市佔率第一的公司－大和運輸創立的品牌，本研究探討來源國形象，亦即消費者是否因為品牌來自於日本而更滿意黑貓宅急便的五流。另外，黑貓宅急便為了開發並行銷各地特色商品而成立的黑貓探險隊，此一延伸性產品的出現，是否使消費者對黑貓宅急便提供的五流所持的忠誠提高。本研究採量化與質化研究方法，以南部地區曾經使用過黑貓宅急便的消費者為樣本，共回收465份問卷，探討黑貓宅急便之物流、商流、金流、人流、資訊流(簡稱五流管理)，對顧客忠誠的影響，並進一步探討來源國形象及延伸性產品對黑貓宅急便之五流管理與顧客忠誠關係的調節(增強)效果。結果發現：黑貓宅急便整體五流管理確實對顧客忠誠有顯著正向的影響效果，五流各流皆對顧客忠誠有顯著正向的影響效果。來源國形象及延伸性產品均會增強黑貓宅急便整體五流管理對顧客忠誠的影響效果。

關鍵字

黑貓宅急便 ； 來源國形象 ； 延伸性產品 ； 顧客忠誠

並列摘要

This study investigates how Kuroneko Tkyubin’s country-of-origin image and extended products moderate the relationship between logistics management and customer loyalty. Kuroneko Tkyubin is the top of the business of home delivery service and has over 40% market share in Taiwan. Kuroneko Tkyubin is authorized and licensed from YAMATO Transport which has the highest market share in Japan’s home delivery market. This study examines how country-of-origin image influence consumers in Taiwan. In addition, Kuroneko Tkyubin has extended its services to provide the delivery of famous products home. This study also examines the perceiveness of customers after Kuroneko Tkyubin introduced the extended products. This study adopts both quantitative and qualitative methods, and 465 customers who had experience of using Kuroneko Tkyubin’s services were chosen. This research explores the relationship between five flows (goods flow, business flow, money flow, service flow and information flow) of Kuroneko Tkyubin and customer loyalty. Moreover, this study examines how country-of-origin image of Kuroneko Tkyubin and its extended products influence the relationships between the five flows and customer loyalty. The findings of research show that five flows, both in combination and individually, influence customer loyalty positively, and both country-of-origin image and extended products enhance influence of five flows on customer loyalty.

並列關鍵字

Kuroneko Tkyubin ； Country-of-Origin Image ； Extended Products ； Customer Loyalty

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