由於市場的全球化,消費者意識提高,企業需要採取有效的行銷策略,以促進客戶關係,並維持其競爭優勢。此外,更高的顧客知覺價值會導致良好的客戶關係,進而增加顧客的忠誠度。 因此,本研究的主要目的是以行銷策略的角度來探討顧客知覺價值對顧客忠誠度的影響。 本研究以台灣南部小林眼鏡公司的消費者為問卷發放對象,共回收有效問卷241份,並以因素分析和迴歸分析等方法進行數據分析。 研究結果顯示:(1)顧客知覺價值與顧客忠誠度有顯著正向影響;(2)行銷策略與顧客知覺價值有顯著正向影響;(3)行銷策略與顧客忠誠度有顯著正向影響;(4)行銷策略對顧客知覺價值與顧客忠誠度具有干擾作用。 最後,本研究希望藉此研究結果,能提供服務業者在執行策略上有些許的建議與參考依據。
Due to the globalization of market, consumer conscious is raising. Businesses need to adopt effective marketing strategies to promote the customer relationship and maintain their competitive advantages. Moreover, higher customer perceived value may lead to better customer relationship and may thus increase customer loyalty. Therefore, the main purpose of this study is to investigate the effects of customer perceived value on customer loyalty from marketing strategy’s perspective. 241 survey data were collected from consumers of service industry in southern Taiwan. Factor analysis and regression analysis were adopted to analyze the data. The results indicated that (1) The customer perceived value are positively related to the customer loyalty, (2) The marketing strategy are positively related to the customer perceived value, (3) The marketing strategy are positively related to the customer loyalty and (4) The marketing strategy and the customer perceived value significantly contributes to the customer loyalty. The implications of findings for practice will be discussed in the study.