顧客價值預期對關係品質與忠誠度影響之模式研究－以國際觀光旅館為例

面對現在急劇變動的環境，以經驗法則來了解顧客價值顯然已經不夠，因為顧客的價值一直在變動，由於顧客水平已經提高，需求也因此越來越難以滿足；企業是不是具備能夠預測消費者未來需求，不斷地改善並創造高價值的產品或服務的能力，儼然是顧客是否成為未來的忠誠顧客的一個重要影響因素，但關於顧客價值未來動態的研究卻很少。本研究以「臺灣國際觀光旅館」為研究對象，從觀光旅館「顧客」的角度進行實證分析與探討。本研究之重要研究發現如下：一、本研究證明企業的顧客價值預測能力對顧客而言，是願意與企業維持關係的重要條件。二、滿意度對於國際觀光旅館而言，是判斷顧客能否成為忠誠顧客的指標。三、有別於滿意度此指標，關係品質中的其他兩指標（信任與承諾）顯示對於不同的忠誠產生不同的效果。

關鍵字

顧客價值預期；關係品質；忠誠度；國際觀光旅館

並列摘要

For reflecting deeper and more complex connections between service suppliers and customers, knowing what customers' currently value is clearly not enough because what they value changes. When suppliers anticipate what they value, and discuss the importance of anticipating changing customer needs, there is a notable lack of discussion about customer value anticipation capability from consumers' perspective; empirical evidence is missing as well. The main purpose of this research is to investigate the influence of customer value anticipation capability on relationship quality and loyalty in the industry of international tourist hotels in Taiwan. This study applied questionnaire survey to collect data. In total of 406 respondents participated in the survey. Multivariate analysis and Amos analysis were used for analyzing data. Important findings are: (1) Customer value anticipation is the key factor to business relationships retention in the future. (2) Customer value anticipation capability positively influences relationship quality and lead to long-term relationships. (3) For the international tourist hotel, satisfaction is a very important construct to maintain customer relationships and loyalty. (4) The other two (trust and commitment) constructs of relationship quality have their distinct effects on different kinds of loyalty.

並列關鍵字

Customer Value Anticipation Capability ； Relationship Quality ； Customer Loyalty ； Taiwan International Tourist Hotels

參考文獻

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