顧客關係利益之階層探析：方法目的鏈之應用

Exploring the Hierarchy of Customer Relational Benefits: An Application of Means-End Chain

嚴秀茹(Rebecca Hsiu-Ju Yen) ； 李有仁(Eldon Y. Li) ； 蕭丞傑(Cheng-Chieh Hsiao) ； 李國書(Kuo-Shu Lin)

《管理評論》 25卷1期 (2006/01) Pp. 95-119

https://doi.org/10.6656/MR.2006.25.1.CHI.95

摘要

本研究旨在運用方法目的鏈探析顧客關係利益之階層關係。60位受訪者係來自台灣與中國地區各30位成年人士，年齡介於20歲至50歲，男女比為3: 2。研究結果歸納出顧客關係利益包括三層級：真誠相待、服務周到、掌握顧客資訊、環境親和、商家熟悉與服務內涵清楚等6種關係屬性；客製化服務、選擇簡化、人脈拓展、情誼交流、知識提升、尊榮禮遇、具體利得、風險降低與情報靈通等9種關係結果；尊重需求、安全／保全、和合性、歸屬感、自我成長、務實性與經濟需求等7種關係價值。進一步繪製出華人消費者之顧客關係利益價值階層圖，並且比較二地消費者特性之差異。

關鍵字

顧客關係利益 ； 方法目的鏈 ； 價值階層圖

並列摘要

The study aims at exploring the hierarchical relationships of customer relational benefits with means-end chain approach. Sixty in-depth interviews were conducted in eastern China and northern Taiwan with 30 usable cases from each region. The respondents aged between 20 and 50 are distributed between the two genders. The results reveal three distinct levels of customer relational benefits. The relationship attributes level consists of six elements: ”sincere treatment from employees”, ”improved service quality”, ”exploiting customer information”, ”affinity with service environment”, ”familiarity with service personnel”, and ”acquaintance with service procedures”. Nine elements are extracted at the relationship consequences level, including ”customization”, ”choice simplification”, ”social network extension”, ”fraternity”, ”knowledge enhancement”, ”special treatment”, ”economic gaining”, ”risk reduction”, and ”information sharing”. Seven elements are derived for the relationship values level, including ”self-esteem”, ”safety/security”, ”interpersonal harmony”, ”belonging”, ”self-enhancement”, ”pragmatism”, and ”being economical”. These elements lead to a hierarchical value map that represents the customer relational benefits in the context of Chinese consumers. The different consumer characteristics in Taiwan and China were also compared.

並列關鍵字

Customer relational benefits ； Means-end chain ； Hierarchical value map

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