服務業顧客知覺關係狀態與未來關係發展之研究

The Relationship between Service Customer's Perceived Relationship Status and the Development of Future Intention

練乃華(Nai-Hwa Lien) ； 高淑鑾(Shu-Luan Kao)

《管理評論》 24卷4期 (2005/10) Pp. 127-143

https://doi.org/10.6656/MR.2005.24.4.CHI.127

摘要

本研究探討服務業顧客知覺的關係狀態對未來關係發展的影響，以某一商業銀行的公司戶為研究對象，將滿意度與依賴作為決定關係狀態的變數，信任、承諾及未來往來意願作為關係發展之變數，建立整合性的模型架構。研究結果顯示：(1)顧客對銀行服務人員的滿意度愈高，對銀行組織與服務人員的信任也隨之增加，同時會產生情感承諾，提昇未來繼續往來的意願。(2)顧客對銀行組織及核心服務知覺的滿意與依賴程度，對於顧客對銀行的信任與建立計算承諾有正面影響。(3)信任與情感承諾均會直接且正向地影響未來往來意願，表示信任和承諾是穩固雙方關係的關鍵因素。

關鍵字

滿意度 ； 依賴 ； 信任 ； 承諾 ； 未來往來意願

並列摘要

This study examines the effects of customer's perceived relationship status on development of future intention in banking industry. An integrated model is proposed, in which measures of relationship status are satisfaction and dependence, and that of future relationship development are trust, commitment, and future intention. Data collected from a survey of the corporate customers of a commercial bank are used to test the model. The results indicate that (1) satisfaction with service personnel leads to trust in bank, trust in bank employees, affective commitment, and greater level of future intention; (2) satisfaction with service organization and core service, as well as dependence, has positive influence on trust in bank and calculative commitment; (3) Trust and affective commitment have direct effects on future intention, implying that trust and commitment are key factors in a stable relationship.

並列關鍵字

satisfaction ； dependence ； trust ； commitment ； future intention

參考文獻

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