全通路特性在不同顧客類別對於顧客保留之影響

The Influence of Omni-channel Characteristics on Customer Retention Across Customer types

潘同甯(Tung-Ning Pan)

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

拜科技進步所賜，現在我們有非常多的通路可以選擇。消費者可以透過不同通路來完成各種需求，從事前的資料查詢、商品購買到顧客服務階段，消費者都可以在任何時候、任何地點來完成。因此，相較於以往的單一通路、多通路，全通路提供了消費者更完整多樣的選擇，也因此全通路的消費者擁有較高的忠誠度，這不僅幫助提升全通路店家的營收，更能幫助店家建立良好的形象，由此可知，全通路的盛行勢在必行。

目前關於全通路的相關文獻遠不及單通路、多通路來的豐富，且內容多半較分散，因此本篇研究統整了全通路裡四個重要的特性，分別為一致性、顧客中心性、易進入性及互動性。我們想驗證這四個特性是否能對顧客保留產生顯著影響，如果成立的話，我們想更進一步的了解不同族群的顧客是否會因為這四個特性而產生改變，又是如何影響的？因此我們將顧客類別設定為干擾變數，並以此來探討其如何影響全通路特性對於顧客保留的正向關係。

研究結果發現，全通路四個特性都對顧客保留成正向影響，其中又以互動性最大，店家可以優先以此作為提升顧客保留的選項。而不同顧客類別基本上對顧客保留沒有太大的差異。唯有一致性可以正向提升消費者轉換通路時的進入意願，並有效提升其顧客保留。

全通路將成為未來零售界的新趨勢，但過去並沒有太多前例可循，希望透過這個學術性的研究能為想要採用全通路的業者提供一些想法與建議。

關鍵字

全通路 ； 多通路 ； 一致性 ； 顧客中心性 ； 易進入性 ； 互動性 ； 顧客保留

並列摘要

Thanks to technological advances, we now have a wide range of pathways to choose from. Consumers can complete all kinds of needs through different channels. From information inquiry, commodity purchase to customer service at anytime and anywhere. Therefore, compared with the previous single channel, multiple channel, omni-channel provides more choices and complete variety for consumers, and therefore omni-channel consumers have high loyalty. This is not only improving the distribution of revenue, it can also establish good business image, therefore, it is clear that omni-channel is a rising new trend.

However, literature on the omni-channel is far less abundant than single channel and multi-channel, and the content is mostly scattered. Therefore, this study integrates four important characteristics of the omni-channel, which are consistency, customer orientation, accessibility and interaction. We want to verify whether these four features can have a significant impact on customer retention. If so, we want to further understand whether and how different groups of customers will change as a result of these four characteristics. Therefore, we set customer types as moderators to explore how it affects the positive relationship of omni-channel characteristics to customer retention.

The research results show that all the four characteristics of the omni-channel have a positive impact on customer retention, among which the interaction is the largest, so retailers can give priority to this as an option to improve customer retention. However, different customer types basically have no great difference in customer retention. Only consistency can positively improve consumers' intention to enter the channel and effectively enhance their customer retention.

Omni-channel will be a new trend in the retail industry in the future, but there are not many precedents in the past. I hope this academic study can provide some thoughts and suggestions for those who want to adopt omni-channel in the future.

並列關鍵字

Omnichannel ； Multichannel ； Consistency ； Customer orientation ； Accessibility ； Interaction ； Customer retention

參考文獻

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