購物網站之網路顧客關係管理對忠誠度影響－顧客觀點

The Effects of the Shopping Site's Internet-Mediated Customer Relationship Management on Customer Loyalty from the Customer Perspective

李淑芳(Su-Fang Lee)

《資訊管理學報》 15卷4期 (2008/10) Pp. 177-203

https://doi.org/10.6382/JIM.200810.0177

摘要

先進網路資訊技術對於企業執行創新的顧客關係管理之資訊取得、擴散、顧客及市場的資訊應用具有更大的能力，使企業能夠更便利地設計與執行回應顧客需求之相關過程。在網路購物的情境中，機智的網路顧客只要滑鼠點選之間不需費力，就可比較各購物網站，不僅方便而且也很有效力。要留住網路顧客，必須提高顧客對網站的滿意、信任、承諾，以及顧客對網站之忠誠度。本研究使用AMOS軟體以線性結構模式來驗證理論模型，將滿意、信任、承諾、忠誠度以「社會交換」觀點與「經濟交換」觀點，來探討網路企業執行顧客關係管理對顧客滿意、信任、承諾、忠誠度的影響。結果顯示顧客關係管理正向影響經濟關係品質與社會關係品質，關係品質正向影響忠誠度，同時也驗證不同觀點有不同的影響。

關鍵字

社會交換 ； 經濟交換 ； 顧客關係管理 ； 關係品質 ； 關係式忠誠度 ； 交易式忠誠度

並列摘要

The cutting-edge networking technologies available today decade are now offering an unprecedented collection of powerful capabilities for businesses to implement innovative customer relationship management (CRM). These capabilities can greatly facilitate the acquisition, dissemination, and application of customer and market information. Never has it been more convenient for businesses to design and implement highly responsive customer-related processes. Comparison shopping involves not much more effort than just a little clicking around and is not only convenient but also powerful for savvy online customers. To be truly innovative in offering appealing customer value, therefore, businesses must develop a deep understanding of their customers by going beyond mere the notion of customer satisfaction and examining other important issues such as relationship commitment, trust, and loyalty in the context of online shopping.
This study analyzed the impacts of businesses' Internet customer relationship management (I-CRM) practices on customer satisfaction, commitment, trust and loyalty. The linear structural modeling analysis software AMOS was employed to validate the theoretical model from two distinct perspectives: social exchange and economic exchange. Among other findings, a positive impact of I-CRM practices on relational quality was found for both perspectives. And relational quality positively impacted loyalty. Different degrees of some of these impacts from different perspectives were also identified.

並列關鍵字

Social Exchange ； Economic Exchange ； Customer Relationship Management ； Relational Quality ； Loyalty

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