跨通路觀點之顧客價值與顧客忠誠關係研究

Exploring the relationship between customer value and customer loyalty from the cross-channel perspective

劉緣梵(Liu Yuan-Fan)

指導教授 ： 羅明琇

國立政治大學/商學院/企業管理研究所(MBA學位學程)/碩士(2019年)

https://doi.org/10.6814/NCCU201900201

摘要

隨著全通路 (omni-channel) 概念的興起，企業發展跨通路 (cross-channel) 整合的需求遽增，發展策略除了可以根據外在的消費者行為規劃外，亦可以透過內在的顧客價值研究來調整策略與行動。本研究目的在於驗證跨通路環境下顧客價值 (customer value) 與顧客忠誠 (customer loyalty) 之關係，進而提出跨通路整合之策略性發展建議。本研究認為，影響顧客忠誠的三大價值因素分別為：服務品質、知覺價值與顧客品牌認同。以這三大因素出發，本研究以問卷方式收集共計429 份問卷，其中180份為「跨通路」、249份為「線上通路」顧客資料，並進行結構方程模式及中介與調節效果等分析，研究結果顯示：跨通路與線上通路間顧客價值感知存在顯著差異，而跨通路經驗僅會在知覺價值上對顧客忠誠產生弱化關係之調節作用。以次，本研究的結果將給予發展跨通路整合的企業一個策略性、有價值的評估指導方針。

關鍵字

跨通路整合 ； 服務品質 ； 知覺價值 ； 顧客品牌認同 ； 顧客忠誠

並列摘要

Nowadays with the development of the Omni-channel, the demand for Cross-channel integration has been constantly increasing in the business world. Although customers’ external behavior provides guidance for business firms’ channel integration, the intrinsic value of customers could be even more meaningful. Consequently, this research aims to explore the relationship between service quality, customers’ perceived value, customer-brand identification, and customer loyalty in cross-channel. The moderator role of cross-channel experience in the relationships was also examined. This research further argues the mediation roles of perceived value and customer-brand identification in the relationship of service quality and customer loyalty. The quantitative methodology was employed in this research. A total of 429 questionnaires (180 cross-channel and 249 online users) were collected. The results indicate that the difference of customer values perception between the cross channel and online-only users is significant. It is further confirmed that the relationship between perceived value and customer loyalty is significantly moderated by users’ cross-channel experience. Following our study result, it will give the companies who develop the cross-channel integration a strategic and valuable evaluation guideline.

並列關鍵字

Cross-channel integration ； Service quality ； Perceived value ； Customer-brand identification ； Customer loyalty

參考文獻

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