探討全通路裡的顧客感知價值是如何影響顧客保留

Exploring the Influence of Customer Perceived Value on Customer Retention in Omni-Channel

曹輝(Cao, Hui)

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/科技管理研究所/碩士(2019年)

摘要

隨著互聯網技術的快速發展，企業能夠為消費者提供更多的通路。然而，消費者購物個性化以及多樣化的需求的增長,企業開始更加重視為顧客提供無縫並且一致的購物體驗。與此同時，人類經濟發展也從服務經濟到了體驗經濟的時代了。因此，企業為了整合通路同時提供完美一致的顧客體驗進而催生了全通路零售。
全通路零售因為具備高度整合以及提供無縫接軌的購物體驗，對顧客保留將更具優勢。然而在全通路的領域，過去的一些文獻以及研究大多是區分全通路跟以往零售形態的差異亦或是從企業的角度去討論如何實現或者構建全通路。鮮少有從消費者角度去探討通路是如何影響顧客保留的，且顧客感知價值對顧客滿意的具有重要作用，因此，為了更清晰的找出全通路如何提升顧客保留，本研究考慮以顧客感知價值作為中介變數。希望藉由這篇研究，具體瞭解顧客感知價值在全通路與顧客留存之間是如何運作。
在本研究中發現，全通路的四個特性都對顧客保有顯著的正向影響。一致性對於功能價值具有正向效果，可進入性對功能價值亦有正向效果。互動性對情感價值以及社會價值都有正向效果。除此之外，顧客感知價值對於顧客保留也有正向的效果。這表明當通路的特性讓消費者的感知價值提升，顧客保留的可能性就越大。本研究結果不僅可以用於通路的構建使用，亦可以幫助企業制定相對應的產品策略以及行銷策略。

關鍵字

全通路零售 ； 顧客感知價值 ； 顧客保留

並列摘要

With the rapid development of information technology, companies can provide more channels for consumers. However, as consumers shopping becomes more personalized and their demands are diversified, companies are companies are beginning to pay more attention to providing customers with a consistent and seamless customer experience. The human economic model has also changed, from the service economy to the experience economy. Omni-channel can help companies to deliver a perfect shopping experience for customers.
Omni-channel retailing has an advantage in customer retention because of its high level of integration and the advantage of providing a seamless shopping experience. And in the field of the omni-channel, some of the previous literature and research mostly distinguish the difference between the omni-channel and the previous retail form or discuss how to implement or construct the omni-channel from the perspective of the enterprise. There is little to start from a consumer perspective, how the omni-channel affects customer retention. Therefore, in order to more clearly find out the reasons for customer retention under the omni-channel, this study considers customer perceived value as a mediator variable. It is hoped that this study will specifically understand how customer perceived value works between the omni-channel and customer retention.
We found the significant positive influence of the four characteristics of omni-channel on customer retention. The results also reveal that consistency has a positive effect on functional value, and accessibility has a positive effect on functional value. Interactivity has a positive effect on emotional value and social value. In addition, customer perceived value also has a positive effect on customer retention. These findings suggest that as channels and products increase the customer’s perceived value, the chances of customer retention are greater. Our findings can be used not only for the construction of pathways, but also for companies to develop corresponding product strategies and marketing strategies.

並列關鍵字

Omni-channel ； Customer perceived value ； Customer Retention

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