- 學位論文
顧客感激在關係投資對關係績效影響之中介效果-以人工植牙產業為例
A Study of the Mediate Effect of Customer Gratitude on the Relationship between Relationship Investment and Its Performance - Using Dental Implant Industry as Example
摘要
競爭日益嚴苛時代，廠商為了維繫與顧客的長期、互利關係以提升顧客價值及獲利，無不傾力於對顧客關係的投資；雖然廠商對顧客關係的投資對關係績效具有正向影響。根據Palmatier (2009)的研究認為，顧客感激 (customer gratitude)在關係投資對關係績效扮演重要的影響角色。亦即當顧客因廠商對關係維繫的持續投資而獲益，基於互惠原則，可能心存感激而有所回報，因而增進了雙方關係績效。 本研究採用Berry (1995)的觀點，將關係投資分為財務、社會及結構等三構面，針對提供人工植牙治療之牙醫診所為研究對象，透過問卷調查檢驗牙科植體供應商對其牙醫診所客戶，所進行的關係投資與績效之關係，藉以了解不同的關係投資對顧客感激的影響，並探討顧客感激在關係投資對關係績效所扮演的中介角色。 資料蒐集透過實體問卷訪查方式，針對提供植牙治療之牙醫師進行資料蒐集，共回收128份有效問卷。採用驗證性因素分析 (CFA)進行信效度分析，並透過迴歸分析以驗證本研究之假說。研究結果發現：(1)關係投資對採購意願有正向顯著影響；(2)顧客感激在關係投資對採購意願之間具有中介效果；(3)廠商聲譽會強化顧客感激對採購意願的影響。
並列摘要
In order to maintain a long-term and mutual beneficial relationship with their clients in this age of increasing competitiveness, all suppliers devote themselves into developing and investing in customer relationship by increasing customer value. According to Palmatier (2009), customer gratitude plays an important and influential role. When customers benefit from suppliers’ continuous investment in maintaining their relationship, they will feel obligated to reciprocate out of appreciation, which enhances the performance of relationship. However, investments in such relationship may not always lead to higher profitability and better performance. This research takes the viewpoint of Berry (1995), dividing investment in relationship marketing into financial, social and structural links. Using dental implant clinics as the research target, through questionnaire surveys by examining relationship performance achievements from the relationship marketing investments performed by dental implant suppliers on dental clinics. This research is able to understand the influence in customer gratitude based on different types of relationship marketing investments. It also explores the role that customer gratitude plays in enhancing suppliers’ relationship performance achievements. A theory is also provided to prove the meaning of managing strategies in customer relationship marketing. Survey data with 128 effective respondents are collected for dentists with the experience of dental implant treatment. Hypotheses were tested with hierarchical regression analysis, The results confirmed that (1) the relationship investment positively influence on purchase intention, (2) customer gratitude has a mediating effect between relationship marketing and purchase intention, and (3) corporate reputation strengthens customer gratitude for the purchase intention.