從顧客觀點探討關係動機對顧客忠誠之影響－商業友誼中介模式

在經濟活動過程中，消費者也企圖謀取額外利益而樂與企業發展長期關係。顧客基於哪些動機而與服務者發展關係？對雙方建立的商業情誼有何影響？又能否轉換成企業的商業利益？為回答這些問題，本研究以汽車修護業顧客為對象，進行實證分析，探討發展關係動機、商業友誼與顧客忠誠間的因果關係。以ERG理論觀點將顧客發展商業友誼動機分為資訊學習、信心利益、社交性與特殊待遇四個因素；商業友誼則劃分為能力與表現、親近性與相互性三構面。再將商業友誼視作中介變數，並以線性結構模式建構動機對顧客忠誠間因果影響模式，結果顯示此中介模式配適度良好，支持商業友誼的中介角色。文末，討論商業友誼中介角模式的研究涵義，並針對後續研究與實務界提出建議。

關鍵字

商業友誼；關係動機；顧客忠誠

並列摘要

Customers like to establish long-term relationships with service providers. This phenomenon raises important questions regarding the motivations of customers in establishing such relationships, the effect of relational benefits on commercial friendships, how such commercial friendships relate to customer loyalty, and whether such relationship achieves benefits. To answer these questions, this study investigated customers in the automobile repairs industry, examining the relational motivations of customers with service providers, commercial friendships, and loyalty. Relational motivations were divided into four factors based on ERG Model: informing and learning, confidence, social and special treatment motivation. Moreover, commercial friendships were divided into competence/performance, intimate and mutual. In the mediating model, commercial friendship was a key mediating variable determining the effect of relational motivation on customer loyalty. The analytical results showed that commercial friendship was a mediating variable in the relation between relational motivations and commercial friendships. This study compared our subject mode with a rival model that has no mediating variable. Some of the hypotheses proposed in this study were supported. Finally, management implications for practice and future research of the findings are discussed.