關係行銷是當前服務業盛行的行銷手法,因此,近年來有關關係行銷與關係品質的研究受到學術界的重視。本文是以節慶活動之顧客關係行銷、關係品質及關係結果為研究主題。研究結果將有助於節慶活動主辦者在經營上發展關係行銷策略,並應用在節慶活動上,使其產生良好的關係行銷績效,例如購買占有率、關係持續及口耳相傳等關係結果。 本研究則以參加2006年宜蘭綠色博覽會的遊客為對象,蒐集到643份樣本,並應用結構方程模式來驗證服務提供者及遊客間關係經營之結構化程度。 研究結果顯示:(1)相互揭露、服務者特質、顧客導向及關係導向皆正向影響到關係行銷;(2)較高明的關係行銷手法會導致較高關係品質(滿意、信任);(3)較高滿意會導致較高的關係結果(購買占有率、關係持續和口耳相傳);(4)較高的信任不必然產生較高的口耳相傳。
Relationship marketing is a popular strategy for many current service industries. Therefore the academic attach importance to relationship marketing and relationship quality’s research in recent year. This study investigated the relationship market, relationship quality and relationship outcome in the special event industry. This study will help special event managers to develop and implement effective relationship marketing strategies. Effective usage of relationship marketing strategies will be able to improve special events’ performance such as share of purchases, relationship continuity, and word of mouth inductive this study. To analyze data collected from 643 guests in Yi-Lan Green Exposition, the structural equation model was used to identify structural characteristics of relationship management between service providers and guests. The empirical results of this study indicated : First, mutual disclosure, service provider attributes, customer and relationship orientation has a positive influence relationship marketing. ; Second, higher relationship marketing resulted in higher relationship quality (satisfaction and trust). ; Third, higher satisfaction resulted in higher relationship outcome (share of purchases, relationship continuity and word of mouth). ; Forth, higher trust resulted in higher relationship continuity, but didn’t guarantee they would tell to other people.