關係行銷、關係品質與顧客忠誠度之銷售溝通探討

Sales Communication Investigation for Relationship Quality and Customer Loyalty of Relationship Marketing

陳家昕(Chia-Hsin Chen)

指導教授 ： 周旭華

國立臺北商業大學/財經學院/貿易實務法律暨談判碩士學位學程/碩士(2021年)

摘要

紡織產業是與人類文明同步發展且並存的行業，從1967年起至2003年共計37年紡織品是台灣最大的創匯產品，平均每年創匯約100億美元，對台灣的經濟、民生可謂貢獻良多。紡織檢測產業與紡織業的消長，息息相關。紡織產業從1967年之每年成長至近幾年之逐年下滑，加上2020年受新型冠狀病毒肺炎疫情衝擊，市場緊縮、產業衰退，在有限的市場中，紡織檢測產業之競爭已然白熱化。
紡織檢測產業應該如何減緩檢測流失、維持客源、鞏固甚至增加市佔率，希望本研究經由構念關係行銷、關係品質、顧客忠誠度之構面互動強度、人際溝通、優惠待遇、專業知識、信任、承諾、顧客滿意度、顧客忠誠度，來探討紡織檢測產業之銷售溝通。
本研究以紡織檢測產業之顧客與被服務之公司為研究對象設計問卷，問卷發放時間為2020年6月1日至6月11日間共11日，有效問卷共81份。
本研究結果發現：（一）關係行銷之互動強度對信任之間有正向影響；（二）關係行銷之互動強度對承諾之間有正向影響；（三）關係行銷之互動強度對顧客滿意度之間有正向影響；（四）關係行銷之人際溝通對信任之間有正向影響；（五）關係行銷之人際溝通對承諾之間有正向影響；（六）關係行銷之人際溝通對顧客滿意度之間有正向影響；（七）關係行銷之優惠待遇對信任之間有正向影響；（八）關係行銷之優惠待遇對承諾之間有正向影響；（九）關係行銷之優惠待遇對顧客滿意度之間有正向影響；（十）關係行銷之專業知識對信任之間有正向影響；（十一）關係行銷之專業知識對承諾之間有正向影響；（十二）關係行銷之專業知識對顧客滿意度之間有正向影響；（十三）關係品質之信任對顧客忠誠度之間有正向影響；（十四）關係品質之承諾對顧客忠誠度之間有正向影響；（十五）關係品質之顧客滿意度對顧客忠誠度之間有正向影響。
根據以上研究結果，紡織檢測企業應對其業務人員，提供關係行銷之互動強度、人際溝通、優惠待遇與專業知識之相關訓練課程，正向影響關係品質之信任、承諾與顧客滿意度，促進顧客忠誠度之維持與成長，並提供給後續相關研究學者參考。

關鍵字

關係行銷 ； 關係品質 ； 顧客忠誠度 ； 紡織檢測產業 ； 銷售溝通

並列摘要

Since 1967, the textile industry had been developed for more than 50 years in Taiwan. The industry leaded effectiveness to every textile-related company with revenue income, business, and operating model, and even the relevant Textile Testing Service Industry was subjected to far-reaching implications. In addition to the special market pattern, the international market recession and COVID-19 caused the competition of textile industry and Textile Testing Service Industry even much fiercer than before did.
Nowadays, it was a more critical and more important issue for Textile Testing Service Industry to maintain and manage the existing customers than to find new ones. Therefore, it was a must to consider how to provide better services and Sales Communication to hold and keep the existing target customers, develop long-term relations, promote and enhance customer loyalty, and develop new customers for Textile Testing Service Industry.
The purpose of this thesis, "Sales Communication Investigation for Relationship Quality and Customer Loyalty of Relationship Marketing", was to investigate Sales Communication in the Textile Testing Service Industry. Another aim was to find out the application of Relationship Marketing to Relationship Quality for the customers of Textile Testing Service Industry. Finally, the way of enhancing Customer Loyalty was examined in the study.The method to carry out this thesis was using a questionnaire survey for quantitative research, which included questions and statements to which the participants were expected to respond anonymously. The participants in this study were customers of Textile Testing Service Industry. Subjects were recruited through posted sign-up sheets, e-mail, and word of mouth. Materials were constructed by questionnaire survey and reference that consists of books and journals. A descriptive survey design was adopted to collect the data. The data collected from the official questionnaire was conducted from June 1st to June 11th, 2020, 11 days in total. There were 81 questionnaires collected, all of which were valid. The analysis used the software package of SPSS Statistics V22.0. First, descriptive statistics were computed. Next, reliability as a measure of internal consistency was calculated.
The results revealed that key dimensions had a direct and positive impact on each other. Based on 6-point Likert Scale, the survey concluded: (a) Interactive Intensity of Relationship Marketing had a direct and positive impact on Trust of Relationship Quality, (b) Interactive Intensity of Relationship Marketing had a direct and positive impact on Commitment of Relationship Quality, (c) Interactive Intensity of Relationship Marketing had a direct and positive impact on Customer Satisfaction of Relationship Quality, (d) Interpersonal Communication of Relationship Marketing had a direct and positive impact on Trust of Relationship Quality, (e) Interpersonal Communication of Relationship Marketing had a direct and positive impact on Commitment of Relationship Quality, (f) Interpersonal Communication of Relationship Marketing had a direct and positive impact on Customer Satisfaction of Relationship Quality, (g) Preferential Treatment of Relationship Marketing had a direct and positive impact on Trust of Relationship Quality, (h) Preferential Treatment of Relationship Marketing had a direct and positive impact on Commitment of Relationship Quality, (i) Preferential Treatment of Relationship Marketing had a direct and positive impact on Customer Satisfaction of Relationship Quality, (j) Expertise of Relationship Marketing had a direct and positive impact on Trust of Relationship Quality, (k) Expertise of Relationship Marketing had a direct and positive impact on Commitment of Relationship Quality, (l) Expertise of Relationship Marketing had a direct and positive impact on Customer Satisfaction of Relationship Quality, (m) Trust of Relationship Quality had a direct and positive impact on Customer Loyalty, (n) Commitment of Relationship Quality had a direct and positive impact on Customer Loyalty, and (o) Customer Satisfaction of Relationship Quality had a direct and positive impact on Customer Loyalty.
The analysis of empirical investigation demonstrated the direct and positive impact among key dimensions, including Interactive Intensity, Interpersonal Communication, Preferential Treatment, Expertise, Trust, Commitment, Customer Satisfaction, and Customer Loyalty. Among these, customers in Textile Testing Service Industry valued Interpersonal Communication and Expertise the most, which are the key elements of enhancing Commitment, Customer Satisfaction, and Customer Loyalty. Therefore, the improvement of Sales Communication for marketing management and sales representatives was directed toward four directions, containing Interpersonal Communication, Expertise, Commitment, and Customer Satisfaction, for the aim of maintaining and enhancing Customer Loyalty.
The conclusions of this empirical study lead to the managerial implications: (a) Improve Relationship Marketing to enhance Relationship Quality and Customer Loyalty, (b) Improve Interpersonal Communication of sales representatives, (c) Improve Expertise of sales representatives, (d) Enhance Commitment to customers, (e) Enhance Customer Satisfaction, (f) Maintain and enhance Customer Loyalty. The managerial implications of Sales Communication in Textile Testing Service Industry indicated that Relationship Marketing was mainly behaved by sales representatives. The improvement of which had a direct and positive impact on Relationship Quality as well as enhancing Customer Loyalty.
The differentiation analysis based on the questionnaire survey of this study suggested 7 managerial implications toward different types of customers, conducting: (a) For 51~60 years of age, Trust of Relationship Quality should be improved, (b) For Bachelor's Degree of the educational level, Preferential Treatment and Expertise of Relationship Marketing should be improved, (c) For the north area of Taiwan, every dimension should be improved, (d) For sales representatives or sales managers of job positions, Customer Satisfaction of Relationship Quality should be improved, (e) For being working with for 7~9 years and over 10 years, Interpersonal Communication, Preferential Treatment, Expertise, and Customer Satisfaction should be improved; furthermore, for being working with for 7~9 years, Trust, Commitment, and Customer Loyalty should be improved as well, (f) For every week, every month, a half year, and over a year of testing frequency, Interactive Intensity, Interpersonal Communication, Preferential Treatment, and Trust should be improved, and (g) For fabric and garment of supplier types, Interactive Intensity, Interpersonal Communication, Preferential Treatment, Trust, Commitment, Customer Satisfaction, and Customer Loyalty should be improved.
The study findings may serve as a guide for further research on Sales Communication Investigation for Relationship Quality and Customer Loyalty of Relationship Marketing for Textile Testing Service Industry.

並列關鍵字

Relationship Marketing ； Relationship Quality ； Customer Loyalty ； Textile Testing Service Industry ； Sales Communication

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