知覺電話銷售不倫理對關係品質認知及顧客忠誠度之影響-以銀行業為例

The effects of perceived unethical telemarketing on relational quality and customer loyalty - A Study on Banking

張家聖(Chia-Sheng Chan)

指導教授 ： 施佳玫

崑山科技大學/商業管理學院/企業管理研究所/碩士(2011年)

摘要

電話行銷(Telemarketing)具有快速、深入且有效的特點，同時節省距離上的成本，使得企業視電話行銷為快速變化的顧客導向環境中，維護顧客關係以及創造企業價值與利潤的利器。但在市場飽和，競爭激烈的情形下，各家銀行營業成長的前提是要求每位電話銷售人員必須達到業績的標準，因此銷售人員在日常工作壓力下仍有配額要完成，就容易產生銷售倫理的問題。
當銀行太頻繁的對顧客進行電話銷售，或透過不倫理之手段推銷其金融商品，是否會造成顧客對銀行之間關係的惡化，進而影響其對銀行的信任以及滿意度，並且造成未來拒絕繼續與此銀行往來，均是本研究想了解的議題。
因此本研究主要探討顧客知覺銀行倫理銷售對於關係品質的影響，以及關係品質對於顧客未來的行為意圖知影響。並應用Morgan & Hunt (1994)所提出的承諾-信任理論為基礎，以了解銀行倫理銷售是否對顧客未來行為意圖造成影響。並以國內曾經接過銀行電話行銷的312位顧客為驗證對象。
線性結構模式分析(LISREL)結果顯示，(1)知覺電話銷售不倫理顯著負向影響顧客對銀行的滿意度及信任；(2)顧客對銀行的滿意度顯著正向影響其對銀行的信任；(3)顧客對銀行的滿意度顯著正向影響其關係承諾；(4)顧客對銀行的信任顯著正向影響其關係承諾；(5)關係承諾顯著正向影響行為忠誠度。最後研究者依據實證結果提出建議，以供銀行參考，並提出後續相關研究建議。

關鍵字

關係品質 ； 知覺電話銷售不倫理 ； 行為忠誠度

並列摘要

Telemarketing has fast, thorough and effective features, while saving the cost of distance, so companies as the Telemarketing to maintain customer relationships and create business value and profit tool in the rapidly changing customer-oriented environment. But in a market saturated and highly competitive circumstances, banks operating on the premise that the groeth requirement of each telephone sales must to achieve performance standards, salespeople there is still pressure in their daily work quota to complete, so it is easy to generate sales ethical issues.
When the bank too often to the customer telephone sales, or through a means of unethical to sell its financial products, whether caused the relationship between customers and banks deteriorated, thus affect the bank’s trust and satisfaction, and cause a denial of continued contact with the bank in the future, are all the subject of this study want to know.
The research focusing on the effects of perceptions regarding the unethics of telemarketing on relational quality and customers’ loyalty, and impact on intention in the future of relational quality. At the same time application base on the trust-based commitment theory that Morgan & Hunt (1994) opinion, to find out about the impact on customers’ behavior intention in the future of the banks’ ethical sales behaviour. Three hundred and twelve from customer of the people who took banks’ telemarketing were samples as subjects.
This LISREL analysis shows that, (1) Customers’ perceptions regarding unethical telemarketing have negative effects on satisfaction and trust, (2) Customers’ satisfaction has positive effects on trust of bank, (3) Customers’ satisfaction has positive effects on relationship commitment, (4) Customers’ trust has positive effects on relationship commitment, (5) Relationship commitment has positive effects on loyalty. Finally, suggestions for bank and commendations for future research are offered.

並列關鍵字

Relationship Quality ； Perceptions regarding the unethics of telemarketing ； Customers’ behavioral loyalty

參考文獻

周慧蓮(2004)，請勿來電－淺談美國Do not call機制，科技法律透析，2月。

姚能筆(2002)，「電話行銷輕鬆成交」，美商麥格羅•希爾國際股份有限公司台灣分公司。

Bhote, K. R.,(1996) Beyond Customer Satisfaction to Customer Loyalty, New York: American Management Association.

王郁琦，網路上的隱私權問題，資訊法務透析，1999年10月，p.39

Aditya, R. N.,(2001) The Psychology of Deception in Marketing: A Conceptual Framework for Research and Practice, Psychology & Marketing, 18, pp735-761.