關係行銷對顧客忠誠度之研究

民以食為天，農藥是農業生產過程中的必需輔助品，農藥的銷售頻繁且不分季節。目前，農藥的銷售多透過關係行銷方式進行，本研究以屏東地區農藥經銷商、零售商、農民為研究對象，運用結構方程模型分析，了解關係行銷，信任度，顧客忠誠度和顧客承諾之間的關係。本研究得出，關係行銷與信任度有正向的顯著，關係行銷對顧客承諾度有正向的顯著，關係行銷與顧客忠誠度有正像顯著，以上結果可能是由於關係行銷是影響顧客忠誠和信任的關鍵要素，藉由關係行銷中的關係履行來影響顧客信任度和忠誠度，顧客承諾則是滿足信任和忠誠度之後才能夠達成的。

關鍵字

顧客承諾；關係行銷；信任度；顧客忠誠度

並列摘要

Food is regarded as the first priority in people’s lives, pesticides are important supplements for agricultural workers, The sale of pesticides is frequent and important, today, most of the sales of pesticides are made through relationship marketing. This study takes pesticide distributors, retailers and farmers in Pingtung district as the objects, and uses structural equation model analysis, to clarify the relationship between relationship marketing, trust, customer loyalty and customer commitment. This study concludes that relationship marketing and trust have a positive significance, and relationship marketing has a positive significance for customer commitment. Relationship marketing and customer loyalty are positively significant, and trust is positively significant to customer loyalty, In addition, customer commitment has a positive and significant loyalty, The results above may be because that relationship marketing is a key element that affects customer loyalty and trust. Influence customer trust and loyalty through relationship fulfillment in relationship marketing, Customer commitment can only be achieved after satisfying trust and loyalty.