公平知覺與顧客忠誠關聯之驗證：關係品質的角色

本研究利用不同驗證模型實證公平知覺（支付公平、互動公平及程序公平）與顧客忠誠的關聯性，同時也驗證關係品質在二者間之中介角色。雖然顧客忠誠仍是21世紀經營管理最盛行的研究課題，且往往相同的類型研究，却有不同的實證結果，而這種情形却鮮有人加以驗證。有鑑於此，仍整合過去實證研究，提出三種驗證模型（直接效果模型、完全中介模型及不完全中介模型）加以競爭比較。驗證結果，不完全中介模型具有最佳整體模型適合度，在該模式各潛在變數間，除互動公平、程序公平與顧客忠誠外，其餘路徑都達顯著水準，且程序公平與顧客忠誠間之弱勢直接效果（0.1顯著水準），是其他忠誠架構研究中未曾驗證的結果，此為未來相關研究值得注意的議題。

關鍵字

公平知覺；關係品質；顧客忠誠

並列摘要

This study examined the relationships between perceived fairness (payment equity, interaction fairness and procedural fairness) and customer loyalty, simultaneously examined the mediating roles of relationship quality among them by different empirical models. Although a study of customer loyalty also will prevail in the 21 century business management area, and there are different empirical results in the same type studies, but little study validates above issues in the previous researches. Based on those reasons, this study integrates past empirical results and addresses 3 different models (Direct Effect Model, Full Mediate Model and Non-full Mediate Model) to examine. The empirical results confirm that the ”Non-full Mediate Model” is the best fitness model among them. They also confirm paths of ”Non-full Mediate Model” are significant except between interaction fairness, procedural fairness and customer loyalty. Furthermore, it is a notice issue that there is a weak direct effect (90% significant) between procedural fairness and customer loyalty，this result has not been examined by previous study.

並列關鍵字

Perceived Fairness ； Relationship Quality ； Customer Loyalty

參考文獻

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