關係行銷、顧客知覺價值與顧客再購買意願的關聯性之研究

A Study on the Relations amongst the Relationship Marketing, Customer Perceived Value and Repurchase Intention

胡智欽(CHIH-CHIN,HU)

指導教授 ： 謝介仁 ； 哈冀連 ； 何嘉惠

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2011年)

https://doi.org/10.6833/CJCU.2011.00070

摘要

摘要
本研究主要以顧客知覺價值的觀點來探討關係行銷對顧客再購意願的影響之研究，此外也針對關係行銷對顧客再購意願的影響以顧客知覺價值作為中介變項的情況加以探究。本研究以寒軒國際大飯店的顧客為研究對象，以問卷方式收集資料，共回收有效問卷248份。
研究結果顯示：(1) 關係行銷對顧客知覺價值成顯著正向影響；(2) 顧客知覺價值對顧客再購意願成顯著正向影響；(3) 關係行銷對顧客再購意願成顯著正向影響；(4) 顧客知覺價值在關係行銷對顧客再購意願時，具中介效果。
最後，本研究希望藉此研究之結果，能提供企業在執行關係行銷上些許建議及參考。

關鍵字：關係行銷、顧客知覺價值、顧客再購意願

關鍵字

關係行銷 ； 顧客知覺價值 ； 顧客再購意願

並列摘要

Abstract
This study focused on the aspects of customer perceived value to explore the relationship marketing on customer repurchase, in addition, for the relationship marketing on customer repurchase of customer perceived value as an intervening variable to explore the situation. In this study, these objects that we send out questionnaires are the customers of Han-Hsien International hotel, total of 450 questionnaires are sent out.
The results showed: (1) the relationship marketing had significant positive effect on the customer perceived value s; (2) the customer perceived value has significant positive effects on customer repurchase as; (3) the relationship marketing has significant positive effects on customer repurchase; (4) the customer perceived value had a mediator effect between the relationship marketing and customer repurchase.
Finally, it is hoped that the outcomes of the study can offer suggestions and reference to the corporations that are going to explore the relationship marketing.

Keywords: relationship marketing, customer perceived value, customer repurchase

並列關鍵字

relationship marketing ； customer perceived value ； customer repurchase

參考文獻

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