關係行銷品質對服務品質與顧客滿意度之干擾效果--以高雄市地區3C連鎖通路體系之消費者為例

Moderating Effects of Relationship Marketing between Service Quality & Customer Satisfaction— A Case of the Consumers of 3C Chain Stores in Kaohsiung Area

陳卜僑(Pu-Chiao Chen)

指導教授 ： 拾已宇

義守大學/管理學院/管理碩博士班/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00207

摘要

消費者行為亦隨著網路的興起而有別於傳統消費者行為，以往人們皆已習慣在實體通路購物，而如今對線上購物的接受度日益增高。因此必須發展並培養與顧客的關係，這是企業成功的重要策略。在服務的傳遞過程中，吸引新顧客只是行銷過程的一環，最重要的是要能夠留住舊有顧客，並與其保持良好關係。要維持競爭優勢及領先的地位，就必須和顧客保有良好的關係，顧客才有可能再度重複購買。而關係行銷品質著重在與消費者發展並維持一個長期、互惠的合作關係，不同於傳統的行銷，其與顧客的關係是短暫的且非連續的，會隨著交易的結束而終止關係。故本研究試圖探討服務品質對顧客滿意度的影響，並進一步探討關係行銷品質在服務品質對顧客滿意度的干擾效果。本研究範圍與對象選定高雄市地區的3C連鎖通路體系之消費者作為本研究調查對象，並採便利抽樣法，以現場人員訪問調查的方式，發放500份問卷經回收後整理，扣除未購買過3C商品民眾、填答不完整與填答答案一致者等無效問卷112份，計有388份有效問卷，有效回收率為77.60％。本研究發現：服務品質對3C連鎖通路體系之消費滿意度有顯著正向影響，其中又以服務品質之可靠性對顧客滿意度的影響最大；而且關係行銷品質對服務品質與顧客滿意度有正向干擾效果。企業可以透過提升服務品質改善顧客知覺價值和滿意度，同時3C消費者所感受之顧客滿意度程度除了可能源自於服務品質之外，也可能來自於關係行銷品質之干擾效果。因此，運用好的關係行銷有助於提升企業服務品質並吸引、維持和強化其與顧客間關係，其目的是建立與客戶的長期接觸。關係行銷是結合一般的廣告銷售、促銷、公共關係與直接行銷等元素，藉由提供相關產品與服務，與顧客間發展持續且長久的關係，以創造更有效率及效能的行銷方式，亦即藉由關係行銷來創造更良好的顧客價值、滿意度及顧客忠誠度。

關鍵字

關係行銷品質 ； 服務品質 ； 顧客滿意度 ； 3C連鎖通路 ； 干擾效果

並列摘要

The rise of the Internet has changed consumer behavior. In the past, people were used to going shopping in physical stores, but now their acceptance toward online shopping is increasing day after day. Therefore, an important strategy for enterprises to succeed is to develop and cultivate a relationship with their customers. Attracting new customers is only a part of the marketing process. What is more important is to retain current customers and maintain a good relationship with them in the service delivery process. To keep a good relationship with customers is necessary if enterprises want to maintain their competitive edge and leading position, and this will help them get repeat customers. Quality of relationship marketing emphasizes developing and maintaining a long-term and reciprocal cooperative relationship with consumers. This is different from traditional marketing, which features a momentary, discontinuous relationship with customers. This relationship ends when a transaction ends. Thus, this study endeavored to explore the impact of service quality on customer satisfaction, and to further discuss the interference effect of quality of relationship marketing on service quality and customer satisfaction. The participants of this study were consumers of the 3C chain store system in Kaohsiung City. The method of convenience sampling was adopted, and an interview survey was conducted by on-site personnel, with 500 questionnaires distributed. After excluding 112 invalid questionnaires returned by those who had never bought 3C products, failed to complete the questions and completed the questions with same answers, there were a total of 388 valid questionnaires, with a recovery rate of 77.6%. The findings of this study are as follows: service quality has a significant positive effect on consumer satisfaction related to the 3C chain store system, and reliability in service quality has the biggest impact on customer satisfaction. Quality of relationship marketing has a positive interference effect on service quality and customer satisfaction. Enterprises can improve customer perceived value and satisfaction by enhancing their service quality. Meanwhile, the degree of satisfaction that 3C consumers perceive may come from the interference effect of relationship marketing in addition to service quality. Therefore, using good relationship marketing can help enterprises enhance their service quality, maintain and strengthen their relationship with their customers. The objective is to establish a long-term relationship with customers. Relationship marketing combines elements such as general advertising sales, promotion, public relations, and direct marketing to develop a continuous and long-term relationship with customers by providing them with relevant products and services, so as to create a more effective and efficient marketing model. In other words, better customer value, satisfaction and loyalty can be created by means of relationship marketing.

並列關鍵字

Relationship marketing quality ； service quality ； customer satisfaction ； 3C chain stores ； moderating effect

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