關係行銷和關係品質在顧客關係管理中的角色－來自汽車租賃業的實証

THE ROLE PLAYED BY RELATIONSHIP MARKETING AND RELATIONSHIP QUALITY IN THE CUSTOMER RELATIONSHIP MANAGEMENT-EVIDENCE FROM THE INDUSTRY OF AUTOMOBILE LEASING

邱聖媛(Shang-yuan Chiu)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

近年來國內租車市場日趨成熟，一方面隨著週休二日來臨，帶動國民旅遊風潮並且隨著高鐵的通車及人民更重視休閒旅遊，因而刺激家庭及小團體集體出遊的短期租車市場，另一方面基於購車成本及維修費用因素考量，企業主也逐漸接受以租車代替購車的理財觀念，促使國內長期租車市場的蓬勃發展，因此汽車租賃業有更蓬勃發展的趨勢。以往探討顧客關係管理的研究較少著墨於汽車租賃業，因此本研究選擇汽車租賃業作為研究對象。
在日趨競爭的汽車租賃業中，良好的關係行銷和關係品質，能夠提高顧客滿意度有助於提升公司的業績，提高企業的獲利能力。本研究想了解汽車租賃業如何去掌握顧客，進而提高公司獲利，並且要了解在關係行銷的三個層面，對顧客關係管理的影響程度為何，藉此提供汽車租賃業的業者有更多管理的意涵及參考方向，在管理策略的發展上，以達到永續的經營。
本研究採用便利抽樣的調查方式，在租車的服務站去發放問卷，並以SPSS14.0與AMOS6.0等統計工具驗證出所提出的各項研究假設。

研究結果發現：(1)關係行銷對於關係品質有正向顯著的影響(2)財務性結合對於關係品質沒有正向顯著的影響(3)社交性結合對於關係品質沒有正向顯著的影響(4)結構性結合對於關係品質正向顯著的影響(5)關係品質對於顧客滿意度正向顯著的影響(6)以關係品質為中介變數時關係行銷對於顧客忠誠度有正向顯著的影響，反之不以關係品質為中介變數時，關係行銷對於顧客忠誠度是沒有正向顯著的影響，因此關係品質是具有中介效果(7)顧客滿意度對於顧客忠誠度的有正向顯著影響(8)關係行銷對於顧客忠誠度沒有顯著正向的影響
汽車租賃業者在關係行銷上，與顧客的結合更應該重視結構性的結合，以穩固與顧客間的關係，欲提升顧客關係管理績效，應重視顧客滿意度和顧客忠誠度，進而才能提高公司獲利。

關鍵字

關係行銷，關係品質，顧客滿意度，顧客忠誠度

並列摘要

The domestic automobile leasing market has gradually reached maturity in recent years. In one way, the two-day weekend policy has helped promote citizen travel. Following the availability of high speed rail transport service, people now place greater importance on recreation and leisure. The short-term automobile leasing market for family and group travel is in turn promoted. Most of the previous studies focus on CRM in financial industry, but few studies explore CRM in automobile leasing industry.
In the growingly competitive automatic leasing industry, the industry has good relationship marketing and relationship quality which can increase customer satisfaction and promote company profit-making. This study aims to understand the enterprise how to maintain customer and increase earning. This study also wants to know the three bonds of relationship marketing how to affect the customer relationship management. By this way, this study can offer management suggestion in the strategy to the automatic leasing industry.
The questionnaire distribution method in this study adopted convenience sampling, and went to leasing operation spots. SPSS12.0 for Windows and AMOS6.0 are used to process the data in this study; then, this study will offer research hypothesis.
The research found: 1. Relationship marketing has significantly positive effects on relationship quality. 2. Financial bond has no positive effects on relationship quality.3. Social bond has no positive effects on relationship quality. 4. Structural bond has positive effects on relationship quality. 5. Relationship quality has positive effects on customer satisfaction. 6. Study results show that when relationship quality affects customer loyalty through customer satisfaction, the effects are greater than direct effects of relationship quality on customer loyalty. Therefore, in a way, customer satisfaction possesses mediating effects. 7 Customer satisfaction has positive effects on customer loyalty. 8. Relationship marketing has no positive effects on customer loyalty.
In the relationship marketing, it is essential for automobile leasing operators to work on structural bond to provide customers with customized services; however, it can strength relationship with customer. The enterprise wants to increase the performance of CRM, which can promote profit-making; it must emphasis on customer satisfaction and customer loyalty.

並列關鍵字

Relationship marketing ； Relationship quality ； Customer satisfaction ； Customer loyalty.

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