農會關係行銷、顧客滿意度與顧客忠誠度之 相關性研究－以岡山地區農會為例

A Study of the Relationship among Relationship Marketing, Customer Satisfaction and Customer Loyalty: Taking Farmers’ Associations in Gangshan Area as Examples.

謝宗憲(Tzung-Shian Shie)

指導教授 ： 謝介仁

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2016年)

摘要

面對全球化競爭與金融自由化，台灣農會從農業社會，走向科技
時代，正面臨著艱鉅嚴苛的競爭環境，農會在內憂外患的夾擊下，其
組織在經營管理上已急迫須要透過新思維、新理念以及新策略，方能
轉型蛻變為有價值、功能之企業，進而達到永續經營的目標.
由於目前農會關係行銷影響整體顧客忠誠度的表現，因此，本研
究目的係以農會關係行銷、顧客滿意度與顧客忠誠度之相關性來進行
研究，亦即探討關係行銷、顧客滿意度與顧客忠誠度之間的相關性，
並檢視顧客滿意度的中介效果。本研究方法採文獻分析法與問卷調查
法，以岡山地區農會的顧客為施測對象，採便利抽樣方式，共發出問
卷 400 份，經由篩選及剔除無效問卷後，共獲得有效問卷 359 份，有
效問卷回收率為 89.75%。資料分析顯示，本問卷具有良好的信度與
效度。統計方法採次數分配與百分比、皮爾遜積差相關以及階層迴歸
分析。

關鍵字

農會 ； 關係行銷 ； 顧客忠誠度 ； 顧客滿意度

並列摘要

The world market is now too much turmoil, to be successful and competitive in today’s dramatically changing diverse business environment especially for traditional financial corporate such as farmer’s associates, the organization must know how to retain the customers.
This study is aimed to explore the relationship among relationship marketing, customer satisfaction and customer loyalty, examine the mediating effect of customer satisfaction. This study adopts documentary analysis and questionnaire survey and takes the customers of Farmers' Association in Gangshan Area as objectives. There are three major constructs operationalized: (1) relationship marketing, (2) customer satisfaction and (3) customer loyalty. It utilizes convenience sampling, 359 out of 400 questionnaires are valid and with fine reliability and validity for data analysis. The statistical methods include frequency distribution and percentage, mean and standard deviation, Pearson’s product-moment correlation, hierarchical regression analysis, etc.
The results suggest that customer royalty is influenced positively by relationship marketing and customer satisfactory. Meanwhile, relationship marketing also impacts customer satisfactory positively. In addition, customer satisfactory mediates the effects of relationship marketing and customer royalty significantly.
Finally, the conclusion, managerial implications and suggestions are presented for further practical and researchers to take into consideration and make contributions.

並列關鍵字

relationship marketing ； customer loyalty ； customer satisfaction

參考文獻

客滿意度及顧客忠誠度關係之研究。電子商務學報，8(4)，

邱聯榮(2009)。蔬食餐廳消費者消費動機、滿意度對忠誠度之研究。

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