關係阻礙對顧客滿意度、知覺價值與顧客自發行為之影響-以實施忠誠方案之零售業為例

The effects of retailing industries’ relationship barriers on customer satisfactions, perceived values and customer voluntary performance- a study of loyalty programs

林美秀(Mei-Hsiu LIn)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2006年)

摘要

顧客關係的維持一直受到企業的重視，忠誠顧客是企業重要的資本，80/20法則更讓業者鎖定主要顧客群，並積極開發這些顧客群。業者不斷以關係行銷工具如：忠誠方案、獎勵優惠活動等，尋求創造最高的顧客權益來達成維持、留住顧客的目標。競爭激烈的市場中，業者紛紛提供相似的關係行銷工具來增加顧客的權益，希望以利益為出發點抓住顧客，卻忽略了關係維持過程中，顧客所可能遭遇到的阻礙，進而導致關係行銷工具使用的失敗。因此本研究嘗試以關係行銷之概念為基礙，發展出關係阻礙構念包含：「維持阻礙」、「時間阻礙」、「吸引力阻礙」、「個人損失阻礙」、「投機行為阻礙」，並探討關係阻礙對「顧客滿意度」、「知覺價值」與顧客自發行為包含：「忠誠行為」、「合作行為」、「參與行為」的因果關係。研究對象以廣泛使用關係行銷工具之零售業為主，並分為實體(大潤發量販店)與虛擬(雅虎購物網站)兩賣場進行比較。透過問卷調查的方式共發放600份問卷，並以LISREL 8.54統計工具進行實證分析，針對有效問卷對提出之研究假設與因果關係進行分析與探討。
實證結果顯示顧客對虛擬與實體賣場所感受到的阻礙類型有所差異，直接影響顧客滿意度部分，實體在投機行為阻礙上較為明顯，而虛擬在吸引力阻礙上較為明顯，直接影響知覺價值部份，實體與賣場都以吸引力阻礙為最主要之影響因素。因果關係探討結果如下：
1.關係阻礙對顧客滿意度的影響：在實體賣場方面，時間、投機行為等阻礙會對顧客滿意度造成直接負向的影響，而維持、吸引力阻礙型態則透過知覺價值的中介而間接影響顧客滿意度；虛擬賣場方面，時間、吸引力阻礙會對顧客滿意度造成直接負向影響，而維持、投機行為阻礙則會透過知覺價值中介而間接影響到顧客滿意度。
2.關係阻礙對知覺價值的影響：在實體賣場方面，維持、時間、吸引力、投機行為等阻礙會對顧客知覺價值造成負面的影響；虛擬賣場方面，則以維持、吸引力、投機行為阻礙為影響知覺價值的負面因素。
3.知覺價值對顧客滿意度的影響：實體與虛擬兩賣場消費者的知覺價值與顧客滿意度之間都有正向的影響關係。
4.顧客滿意度與顧客自發行為：實體賣場中顧客滿意度對消費者的忠誠、參與行為有正面影響；虛擬賣場方面顧客滿意度對消費者忠誠、合作行為有正向影響。
5.知覺價值與顧客自發行為：不論實體或虛擬賣場其消費者知覺價值皆對忠誠、合作、參與行為有正向的影響。

關鍵字

關係阻礙 ； 顧客滿意度 ； 知覺價值 ； 顧客自發行為 ； 忠誠方案

並列摘要

The maintenance of customer relationship is emphasized by the company all the time. Loyal customers are vital capital in the company. According to the 80/20 law managers pay more attentions to the major customers and develop them actively. In order to achieve the goal of maintaining the customers, managers seek the relationship marketing tools such as loyal programs and awarded programs to create the biggest customer benefits. In the keen competition environment, suppliers offer similar relationship marketing tools to increase customers’ rights and interests, they hope to attract customers via the beneficial temptation, but they ignore the likely hindrances that lead to the failure in the relationship maintaining process. Owing to the lack of the hindrance research this research try to develop the relationship barriers based on the relationship marketing theory. The relationship barrier structure includes keep-up barrier, time barrier, attractiveness barrier, personal loss barriers, and opportunity barriers. Besides, the cause and effect research among relationship barriers, customer satisfaction, perceived values, and customer voluntary performance behavior including loyal behavior, corporation behavior, and participating behavior is discussed in this paper. The research industries including hypermarkets and online shopping stores are selected by the one that using the relationship marketing tool generally. The real and virtual environment will be compared via the research analysis. There were six hundred questionnaires delivered to the objects. The linear structural relations were adopted in the analysis.
According to the verified results, the difference of barrier types is existed in the real hypermarket and the virtual shopping website and the barriers will affect the customer satisfactions and perceived values directly and indirectly. The cause and effect relationships can be described as follows:
1.The relationship barriers toward the customer satisfaction: in the hypermarket, keep-up and opportunity barriers will affect customer satisfactions in the negative direction directly and other barriers are indirectly. In the shopping website, time and attractive barriers will affect customer satisfaction in the negative direction directly and others are indirectly.
2.The relationship barriers toward perceived values: in the hypermarket, maintaining, time, attractiveness, and opportunity barriers will affect the perceived values in the negative direction directly and the same result will occur in shopping website except for the time barrier.
3.The perceived value toward the customer satisfaction: the positive relationship between perceived value and the customer satisfaction is existed in both hypermarket and shopping website directly.
4.The customer satisfaction toward customer voluntary performance behavior: there is a positive relationship among customer satisfaction, loyal behavior, and participating behavior in the hypermarket. Instead of the participating behavior, customer satisfaction will affect loyal and cooperation behavior in the positive direction directly.
5.The perceived value toward the customer voluntary performance behavior: the positive relationship between perceived value and the customer voluntary performance behavior is existed in both hypermarket and shopping website directly.

並列關鍵字

Relationship barriers ； Customer satisfaction ； Perceived value ； Customer voluntary performance behavior ； Loyal awarded programs

參考文獻

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