分析工業品市場中顧客關係管理與往來意願之關聯性

Analyzing the Influence between Customer Relationship Management and Behavioral Intentions in Industrial Market

賴欣圓(Hsin-Yuan Lai)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300573

摘要

工業品市場與消費品市場的最大差異在於產品複雜度高、顧客數量少，但由於規模大，因此供應商必須更加了解與滿足顧客需求，以免顧客流失，故本研究期望透過此研究能夠得知顧客關係管理對往來意願之關鍵因子為何？本研究採隨機抽樣法，調查對象主要為北部地區傳統製造業為主，共回收有效問卷128份，並運用信度分析、相關分析及多元回歸分析等方法進行資料處理。
本研究結果發現，在工業品市場中「關係行銷」社交性到結構性的結合程度代表客製化的程度越高，產品的持續化競爭差異化的能力也越高，迫使競爭者無法仿效；「顧客滿意度」與「往來意願」呈現顯著影響，但是深入分析後發現產品購面會影響往來意願之再購意願，作業購面影響往來意願之推薦意願，且對於價格容忍度部分皆無影響，因此，如何在無價格誘因下提升顧客滿意度須多做通盤考量；此外，在不同規模企業下，「顧客關係管理」與「往來意願」亦呈現部分差異性，其中在中小企業下「財務性」結合對於「再購意願」有相關性，表示出中小企業在採購過程中較重視價格的影響。但在大型企業下「顧客滿意度」與「往來意願」則呈現無顯著性，這項結果將成為針對不同規模企業訂定行銷策略上重要因素。

關鍵字

顧客關係管理 ； 關係行銷 ； 顧客滿意度 ； 往來意願

並列摘要

Comparing with the consumer market, the industrial market consists of high complex products and relatively less number of customers. On account of the large industrial market scale, the suppliers are required to understand and satisfy the customer needs to avoid losing them. This study aims to find key factors between customer relationship management and behavioral intentions. Random sampling method is applied and target traditional manufacturers are mainly in northern area. The total number of questionnaire is 128. Multiple data analysis methods are conducted including reliability analysis, correlation analysis, and multiple regression analysis.
According to the idea of power level of social bond and structural bonds in relationship marketing, in industrial market, higher level of customization results from stronger integration level of social bond to structural bond. At the same time, the competency of products in sustained competition and differentiation can be stronger and other competitors cannot copy. Although customer satisfaction and behavioral intentions show significant influences after deeply analysis, three factors in behavioral intentions are found as the followings: product dimension affects the repurchase intension, operation dimension affects the willingness of recommendation and the price tolerance is not concerned. Thus, more comprehensive consideration is required to improve customer satisfaction without any price incentive. Moreover, the result shows that under different size of enterprises, there are partial differences between customer relationship management and behavioral intentions. For small and middle-sized enterprises, financial bond is related to repurchase intention, which reveals the enterprises are more price-orientated. However, for large corporations, there is no significant influence between customer satisfaction and behavioral intentions. Therefore, this study provides important elements for different sizes of enterprises to implement their marketing strategies.

並列關鍵字

Customer relationship management ； Behavioral intentions ； Customer satisfaction ； Relationship marketing

參考文獻

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