關係行銷與關係品質對顧客忠誠之影響

The Impact of Relationship Marketing and Relationship Quality on Customer Loyalty

張仁福(Jen-Fu Chang)

指導教授 ： 卓為智

嶺東科技大學/商管學院/行銷與流通管理系碩土班/碩士(2022年)

摘要

網路產業無疑是近年來最熱門、讓投資業者趨之若鶩的管道，藉由網路使得交易無地域國界之分，網路可大量降低溝通使用成本更讓經營者欣喜。由於網路市場的瞬息萬變，企業置身網路的商業環境中，必須精確的掌握目標族群，即時滿足他們的需求，方能開發企業本身獨特的利基。
本研究以網路購物為例，針對中部之大學生進行問卷發放，探討關係行銷結合方式、關係品質、顧客忠誠度三者之間的關聯性，作為網路購物經營者之參考、制定相關策略，進而促使跨境商務行銷制度更加完善。由本研究的結果可得知：關係行銷結合關係品質、提高顧客購物為三者間，具有正向相關，而關係品質在關係行銷的結合與顧客購買行為上，扮演著關鍵的角色。

關鍵字

網路購物 ； 關係行銷 ； 關係品質 ； 顧客忠誠度

並列摘要

The Internet industry is undoubtedly the most popular channel for investors in recent years. With the Internet, transactions have no geographical boundaries. The Internet can greatly reduce the cost of communication and make operators happy. Due to the rapid changes in the Internet market, companies must accurately grasp the target groups in the online business environment and meet their needs in real time in order to develop their own unique niche.This study takes online shopping as an example, and distributes questionnaires to college students in Central China to explore the relationship between the combination of relationship marketing, relationship quality, and customer loyalty, and serve as a reference for online shopping businesses to formulate relevant strategies. Promote more perfect e-commerce marketing. From the results of this study, we can know that there is a positive correlation between the combination of relationship marketing, relationship quality, and customer loyalty. Relationship quality plays a key role in the combination of relationship marketing and customer loyalty.

並列關鍵字

Online Shopping ； Relationship Marketing ； Relationship Quality ； Customer Loyalty.

參考文獻

參考文獻

一、中文部分

1. 宋真禎(2018)。高雄市捐款人與非營利組織關係品質及其忠誠度之相關研究。國立高雄師範大學碩士論文。

2. 李東松(2004)。服務品牌權益、關係行銷和服務品質對關係品質與行為意向的關聯性研究--以資訊產品流通業為例。南華大學管理科學研究所碩士論文。

3. 李冠達(2019)。服務品質、顧客滿意度與顧客忠誠度之研究-以K鋁業公司鋁帷幕材料為例。嶺東科技大學國際企業系碩士論文。