宅配業顧客關係慣性與忠誠度之關係模式

The Relation Model of Inertia and Customer Loyalty for Home Delivery Service

蔡明春(Ming-Chun Tsai) ； 吳羿蓁(Yi-Chen Wu)

《中華管理學報》 10卷1期 (2009/03) Pp. 1-18

https://doi.org/10.30053/CHJM.200903.0001

摘要

本研究以關係慣性連結顧客忠誠度，探討宅配業顧客關係慣性在消費頻率、價格及服務便利性與顧客忠誠度之間所扮演的角色，並比較郵局與便利商店兩種不同型態宅配服務於此模式之差異性。本文之研究對象為新竹地區使用過宅配服務的消費者，於郵局與便利商店以實際臨櫃寄送包裹的消費者進行問卷調查，總計共取得331份的有效問卷。資料回收後利用結構方程模式(SEM)來進行實證結果分析。研究結果顯示，關係慣性對顧客忠誠度具有高度的影響，而服務便利性與價格對關係慣性亦有顯著地影響，其中價格對郵局宅配服務之關係慣性影響較高；服務便利性則對便利商店宅配服務之關係慣性有較高之影響。

關鍵字

關係慣性 ； 顧客忠誠度 ； 宅配服務

並列摘要

The purpose of this research is to explore the relationships among customer inertia, loyalty and the factors of influence on inertia, including frequency, price and service convenience. The objects of this research are the consumers of Hsinchu area who has used the Home Delivery Services. We surveyed by carrying on questionnaire investigation in the post office and convenience store. We got 331 valid questionnaires and then used the structural equation modeling (SEM) to analysis. The results show that the influence of inertia is high on loyalty; the influences of price and convenience on inertia are significant. Furthermore, the influence of price on inertia is higher for post office; the influence of convenience is higher for convenience store.

並列關鍵字

Inertia ； Customer Loyalty ； Home Delivery Service