網路企業關係結合方式與顧客滿意度之關係：不同知覺價格下之分析

Relationship between Relational Bonds and Customer Satisfaction on Internet: A Study across Various Price Conscious Customers

陳怡伶(Yi-Ling Chen) ； 丘宏昌(Hung-Chang Chiu) ； 謝依靜(Yi-Ching Hsieh) ； 張文華(Wen-Hua Chang)

《臺大管理論叢》 16卷2期 (2006/06) Pp. 51-71

https://doi.org/10.6226/NTURM2006.16.2.51

摘要

本研究主要目的，為探討電子商務關係結合方式對顧客整體滿意度的影響，是否會隨著顧客知覺價格的不同，而產生顯著的差異。由於電子商務改變了企業間的競爭模式。再加上過去研究曾指出實行關係行銷有助於企業累積競爭力，因為維繫舊客戶不但可增加企業的利潤亦可降低企業的成本。因此本研究最後歸納出兩個主要的研究發現。第一、對整體顧客而言，實施財務性與結構性關係行銷結合策略對網路顧客整體滿意度有正向影響，但是社會性結合方式影響不顯著。第二、對知覺價格低者實行財務性、社會性、結構性的關係行銷結合方式均有效，但對於知覺價格高者只有施行結構性結合方式才有效。

關鍵字

關係行銷 ； 關係結合方式 ； 顧客滿意度

並列摘要

The objective of this paper is to examine the relationship between the relational bonds of the e-commerce and the consumers' overall satisfaction across customer perceptions of the prices on products. Apparently, e-commerce changes the ways of competition. Based on the past researches, administering relationship marketing is important to cultivate competitiveness since holding existing customers increases profit and decreases cost for enterprises. In this paper, two major results are showed. First, the financial and the structural bonds have positive impacts on online shoppers' satisfaction; however, the social bond does not. Second, when the customers who perceive lower price of products, the financial, social and structural bonds are helpful in improving their satisfaction; on the other hand, for the customers who perceive higher price of products, only structural bond is helpful to strengthen their overall satisfaction.

並列關鍵字

relationship marketing ； relational bonds ； customer satisfaction

參考文獻

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