關係行銷與服務品質對顧客滿意度與顧客忠誠度之影響－以宏碁電腦專售店為例

The Influence of Relationship Marketing and Service Quality for Customer Satisfaction and Loyalty －A Case of Acer Retailers

劉萬方(wan-fang Liu)

指導教授 ： 邱榆淨

中原大學/商學院/企業管理學系/碩士(2007年)

https://doi.org/10.6840/cycu200700857

摘要

在競爭激烈的市場中，顧客愈來愈重視效率、服務、價格、品質與產品可靠性。一般電腦專售店的進貨策略與經濟規模均無法與大型的3C賣場相比且其除了要面對現有價格戰的壓力外，其顧客還期望能提供免費的到府檢測、收送與維修的優質服務，因而造成經銷商在服務成本的大幅增加。然而，如何在以價格戰為主的市場中贏得消費者的青睞是本論文想要研究的議題。在品質掛帥的年代，增進服務品質以提昇顧客的滿意度是必然的趨勢，然而顧客滿意度高並不代表顧客會再次購買，所以如何提高顧客的忠誠度亦是值得討論的部分。另外，Reichheld & Sasser (1990)認為失去現有顧客比開發新顧客所造成的損失大，若企業能避免顧客的流失且又能提升百分之五的顧客維持比率，則將可提高百分之二十五至八十五的利潤，故顧客關係管理也變得非常重要。故本研究之目的是想探討關係行銷與服務品質對顧客滿意度與顧客忠誠度是否會造成影響，及瞭解顧客滿意度對顧客忠誠度是否會受到人口統計變數與使用特性所干擾。
本研究運用多變量相關之方法來分析人口統計變數與使用特性及驗證各項研究假設是否成立。由人口統計變數與使用特性分析得知，大多數顧客以購買桌上型電腦為主，其購買動機以工作需求為先，其次是休閒娛樂，最後是學習教育。顧客期望三年保固的電腦售後服務且其選購下一部電腦時會購買同一品牌的比率大。而顧客獲得電腦相關訊息來源，以網際網路資訊居多，其次是親朋好友介紹，再來是資訊產品專售店。另外，顧客購買時最重視的三項因素為價格、售後服務與品牌。
由研究結果可知，關係行銷對顧客滿意度有顯著影響，即顧客若認知到顧客信任和關係承諾的程度愈高，則顧客滿意度也就愈高。而服務品質中的確實性是顧客最重視的，對顧客滿意度的影響最顯著，表示顧客若認知到確實性的程度愈高，則顧客滿意度也就愈高。在顧客滿意度之整體表現是顧客最重視的，對顧客忠誠度的影響最顯著，也就是整體表現的水準愈高，則顧客忠誠度愈高。而顧客滿意度對顧客忠誠度在人口統計變數與使用特性上，整體表現、服務環境、人員服務、產品價值會受到不同程度的干擾。

關鍵字

顧客忠誠度 ； 宏碁電腦 ； 關係行銷 ； 服務品質 ； 顧客滿意度

並列摘要

In the competition intense market, the customer takes the efficiency, the service, the price, the quality and the product reliability increasingly. The computer retailers can not compete with the large-scale 3C shops on inventory strategy and the economical scale. They need to face the pressure of existing price war, but also the expectation for the best quality of the after-service which includes the free charge of the end-customer site computer inspection, transportation, and repairing service. In result, it will cause their service cost increasing. The research subject issue of this paper is to discussion about how to gain the consumer's favor in the price war primarily market. By elevating the service quality, the first step is to reach the customer’s recognition, then fulfill the customer’s satisfaction, but the high satisfied customers cannot present their re-buy intension in the same brand or shop. Therefore, how enhances the part which customer's loyalty also is worth discussing issue. In addition, Reichheld and Sasser (1990) think it is a big loss to lose the old customers than create the new customer. If company can avoid losing the old customers and advance the maintain rate of customers, it can increase the profit about 25% to 85%. It means the topic of customer relationship marketing is more important nowadays. The main purpose of this study is to investigate on the computer distribution agent adopting the “relationship marketing” and upgrading its “service quality” as well as, choosing two factors, the “population statistics variables” and “product unique characteristic” have any connection with the customer’s satisfaction and loyalty.
The related methods of analyzing multivariate data are used in this research. We use these methods to analyze and test all sorts of hypotheses in the study. According to the analyzing of the population statistics variables and product unique characteristic, the customer prefers to buy the desktop computer and the purchasing decision is mainly personal selection. The top three purchasing motives are work request, entertainment and learning for education. During the period of the after service, most of the customers expect three-year warranty, and if they need to purchase another computer, the higher probability they will choose the same brand of computer. The source of the customer to receive those computer related information, mostly is from the Internet, next is recommendation from their best friends and the last is from computer related professional shops. Three major emphasis factors before the customer buy are price, service and the brand.
The relationship marketing has a significant influence on the customer satisfaction. The customer recognizes that “the closer of the customer trust and the relationship guaranty, the higher of the customer satisfaction”. The data shows the “authenticity” is the most emphasized factor of the service quality and it will affect the most to the customer satisfaction. The customer recognizes that “the bigger of the authenticity, the higher of the customer satisfaction”. The integrated performance is the most emphasized by the customer and it has an apparent and significant impact on the customer satisfaction. That is - the best of the integrated performance, the higher of the customer loyalty. The broad view of the population statistics variables and the product unique characteristic has part influence on the customer satisfaction and loyalty. There is a different extent of the interruption coming from the ethnic group in the integrated service, service people, and product value.

並列關鍵字

Relationship Marketing ； Customer Satisfaction ； Acer Computer ； Customer Loyalty ； Service Quality

參考文獻

Allen, N. J. & Meyer, J. P., 1990, “The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization,” Journal of Occupational Psychology, Vol.63, No.1, pp.1-18.

Anderson, E. W., Fornell, C. & Lehmann, D. R., 1994, “Customer satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of Marketing, Vol.58, No.3, pp.53-66.

Anderson, J. C. & Narus, J. A., 1990, “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, Vol.54, No.1, pp.42-58.

Anderson, E. & Weitz, B., 1992, “The Use Build Sustain Commitment in Distribution Channels,” Journal of Marketing Research, Vol.29, No.1, pp.18-34.

Barnes, J. G., 2001, Secrets of Customer Relationship Management: It’s all About How You Make Them Fell, Hardcover. McGraw-Hill Inc.