如何藉由關係結合策略提升顧客價值和顧客忠誠度

How to use relational bonding strategies to enhance customers’ value and loyalty

葉志鴻

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/科技管理研究所/碩士(2013年)

摘要

關係行銷的目的在於建立及維持顧客與組織之間的關係並提升顧客對組織的忠誠度。在過去的文獻中，大多將重點放在不同的關係結合策略如何的提升顧客忠誠度，而將焦點放在關係結合策略中如何增加利益及障礙來留住顧客的研究是很少見的。並且，關係策略的研究大多各自針對B2B和B2C商業模式做研究，較少一起討論，但B2B和B2C的商業模式明顯不同，故此研究有興趣為行銷管理者對於如何在不同商業模式下，藉由選擇合適的關係結合策略透過利益與障礙以提升顧客價值和顧客忠誠度提出建議。

關鍵字

關係行銷 ； 關係結合 ； 利益和障礙 ； 顧客忠誠度 ； 商業行銷模式

並列摘要

The goal of relationship marketing is to build and maintain a committed, loyal relationship between a customer and an organization. Although studies have discussed the types of relational bonds that enhance customer loyalty, empirical research that focuses on the application of relational bonds in benefit (carrot) and barrier (stick) is relatively sparse. Past study on relationship marketing strategy mainly discussed separately on either B2C or B2B scenario. Relatively few studies compare the differences of relational bonds effects between B2B and B2C sectors. Since the B2B and B2C business models are different. The present study provides insights for marketers how to align relational bonds, customer value and loyalty between B2B and B2C sectors.

並列關鍵字

relationship marketing ； relational bond ； benefit (carrot) and barrier (stick) ； customer loyalty ； business marketing model

參考文獻

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