- 學位論文
顧客導向與顧客行為意向關係之研究
The Research of the Relationship Customer Orientation and The Intention of the Customer Behavior
摘要
近年來，商業環境的改變，消費者意識的高漲，企業生存之道，來自於維持穩定且持續的獲利。而唯有滿足顧客的需求與問題解決之顧客導向的公司才可以永續經營。顧客導向就是以顧客利益為先的一種信念。在服務業中，服務人員與顧客的互動相當重要，因為這往往會影響顧客對其公司整體服務的評價、顧客與公司關係的建立，以及是否繼續交易的依據。所以，成功的顧客導向策略，是公司與員工皆站在顧客的立場，去了解其需求，增進其服務品質，讓顧客感到信任與滿意，進而產生正向的行為意向。 本研究主要以服務業為研究範圍，參考學者Silvestro服務業的架構，鎖定理財專員之顧客為研究對象。分別探討顧客導向對其服務品質與關係品質的影響，並檢測服務品質與關係品質對其顧客價值的影響，最後檢測顧客價值對顧客行為意向的影響。有效問卷220份，本研究利用統計分析工具LISREL8.72進行資料的實證分析，研究結果發現皆有顯著的正向關係的存在。
並列摘要
Because of the intangible nature of services and their high level of customer interaction and integration, customer orientation can be expected to play a crucial role in terms of economic success for service companies. customer contact personnel have a major influence on the formation of expectations, managing and controlling customer experiences and in shaping the overall evaluation of the service received by clients. And a strong customer orientation also improves the satisfaction and value attributed to an exchange and, ultimately, behavioral outcomes. This research integrated mulit-connection of customer orientation, relationship quality, service quality, and customer value and behavior intention. There are total 220 effective questionnaires. This research LISREL 8.72 as statistical tool to conduct confirmatory analysis. This results show that there are positive influence between customer orientation and service quality, customer orientation and relationship quality, service quality and customer value, relationship quality and customer value, customer value and behavior intention.