網路商店的關係行銷與顧客自發行為關係之研究

The Relationship between Relationship Marketing and Customer Voluntary Performance of Online Stores

池文海(Wen-Hai Chih) ； 楊宗儒(Tsung-Ju Yang) ； 卓憲平(Hsien-Ping Cho)

《行銷科學學報》 3卷2期 (2007/12) Pp. 137-159

摘要

網路商店的顧客關係管理是一項重要議題，過去關係行銷理論奠基在實體通路上，是否適用於網路環境值得研究，而強化顧客自發行為也成為一項挑戰。本研究建立一觀念性模型，以關係行銷為前因，中介變數包含服務品質、品牌權益及關係品質，應變數則為顧客自發行為，驗證關係行銷對顧客自發行為的影響，結果發現：第一，網路商店的關係行銷對顧客知覺服務品質、品牌權益、關係品質及自發行為皆有正向影響，顯示關係行銷對網路業者的重要性；第二，服務品質、品牌權益、關係品質在關係行銷及顧客自發行為間皆具有中介效果；第三，在影響顧客自發行為變數中，影響效果依序為關係行銷、服務品質、關係品質及品牌權益，說明網路業者投入關係行銷經營具有事半功倍效果，由此可知網路與實體業者皆應積極投入關係行銷的經營。

關鍵字

網路商店 ； 關係行銷 ； 服務品質 ； 品牌權益 ； 顧客自發行為

並列摘要

The customer relationship management of online stores is an important issue. Previous relationship marketing theories base on the psysical environment and it worths to study if if could work in the online environment. Besides, how to manage customer voluntary performance is a critical challenge to online stores. The researchers develop a conceptual model to study the relationships among relationship marketing, service quality, brand equity and customer voluntary performance of online stores. The results are as follow, first, relationship marketing of online stores affect customer perceived service quality, brand equity, relationship quality and customer voluntary performance positively and show its importance to online stores. Second, service quality, brand equity, relationship quality all are mediators between relationship marketing and customer voluntary performance. Third, the effects ranking of the antencedent variables are relationship marketing, serve quality, relation quality and brand equity and show s that relationship marketing is a most critical factor. The results show that both online stores and psysical channels should pay attention to the management of relationship marketing.

並列關鍵字

online store ； relationship marketing ； service quality ； brand equity ； customer voluntary performance

參考文獻

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