關係利益對顧客滿意度與顧客忠誠度之影響：以企業提供智能服務為例

本研究旨在驗證企業提供智能服務對顧客在關係利益、滿意度與忠誠度之影響，研究方法主要採用問卷調查法，以台灣地區各產業消費者為研究樣本，問卷總共發放304份，有效樣本共計226份，有效樣本回收率為74.3%，資料處理採用的統計分析方法，包括樣本結構分析、相關迴歸分析等。經主要研究發現，得到結論如下：一.關係利益對顧客滿意度有正面的影響，表示提供智能服務在關係利益存在下，關係利益程度越深時，顧客滿意度會越高。二.關係利益對忠誠度呈現在顧客身上的時後，具有正面的影響，表示提供智能服務在關係利益存在下，關係利益程度越深時，忠誠度呈現在顧客身上會越高。三.顧客滿意對忠誠度呈現在顧客身上的時後，具正面的影響，表示提供智能服務在顧客滿意度越高時，忠誠度呈現在顧客身上會越高。從上述實證發現，產業提供智能服務使其關係利益與滿意度及忠誠度呈現在顧客身上的時後為提升，尤其顧客已習慣在行動裝置或社群媒體等平台，進行日常事務之溝通，故增加智能服務多渠道服務更可掌握趨勢將服務需求轉向數位通路，此項發現值得做為企業未來經營依據之參考。關鍵詞：智能服務、關係利益、顧客滿意度、顧客忠誠度

關鍵字

智能服務；關係利益；顧客滿意度；顧客忠誠度

並列摘要

The purpose of this study was to examine the analysis of the relationship benefits, customer satisfaction, and loyalty of the validated intelligence service. The research method was mainly based on the questionnaire survey method. Each industry consumer in Taiwan was the sample for the study. A total of 304 questionnaires were issued and a total of 226 effective samples were obtained. In addition, the effective sample recovery rate was 74.3%. Statistical analysis methods used in data processing included sample structure analysis, factor analysis, correlation analysis, and regression analysis. The statistical analysis of effective data summed up the main research findings and obtained the following conclusions: 1.The relationship benefit has a positive impact on customer satisfaction. It means that when the intelligent service is provided, the deeper the relationship interest, the higher the customer satisfaction. 2.The relationship benefit has a positive impact on customer loyalty. It means that the higher the degree of interest, the higher the customer loyalty will be in the presence of relationship benefit. 3.Customer satisfaction is positive effect on customer loyalty.. It means that the higher the customer satisfaction of providing intelligent services, the higher customer loyalty will be.. From the above empirical findings, the industry has added intelligent services to increase customer satisfaction and loyalty. In particular, customers have become accustomed to daily communications on platforms such as mobile devices or social media. Therefore, it is possible to increase multi-channel services for smart services. Grasp the opportunity to shift service requirements to digital channels, this discovery is worthy of reference for future business operations. Keywords：intelligent services, relationship benefits, customer satisfaction, customer loyalty.