關係品質前因與構面對網站績效影響之研究—以入口網站使用者強度為系絡變項實證

Study on Relationship Quality Antecedents and Dimensions upon Portal Performance－Empirical Study of Potal user intensity

陳志剛(CHIH-KANG CHEN)

指導教授 ： 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100083

摘要

近年來，利用網際網路進行商業活動正快速地發展，相關的網路服務業及使用之消費者亦正急速成長著，網際網路最重要的功能是為消費者提供資訊的服務，而提供有品質的服務被認為是影響入口網站業者在目前的競爭環境中，成功與生存的競爭優勢與策略。入口網站業者日益體認到要吸引顧客上門並不難，但要培養顧客的忠誠度及提升網站的廣告績效則相當不容易，因此業者如何提供良好的服務來滿足目標顧客群，提昇顧客忠誠度，維繫並創造顧客，乃是當前入口網站業者的重點所在。而如何突破瓶頸，從過去學者對服務業的探討中可發現關係行銷(relationship marketing)應是目前入口網站者可用來突破困境的一種策略性作法。
因此，本研究嘗試以關係品質模式，探討銀行業在服務傳遞過程中，如何透過滿意與信賴的建立來提高兩者間的關係品質進而提高顧客忠誠度並提升網站的廣告績效。另外加上使用強度因素，探討在不同使用強度下，對整個入口網站關係品質模式所造成的差異。本研究利用因素分析和迴歸分析來驗證關係品質模式。主要研究結果如下：
1.影響關係品質的因素為專業銷售行為、關鍵事件補救、自我揭露及安全性。
2.關係品質的構面（滿意、信賴）對顧客忠誠度及廣告績效均有顯著影響。
3.前因變項中對關係品質的影響大小依序為專業銷售行為、自我揭露、安全性、關鍵事件補救。
4.前因變項中對網站績效的影響大小依序為專業銷售行為、安全性、自我揭露、關鍵事件補救。
5.不同的使用強度下，專業銷售行為與安全性對關係品質及網站績效均具有顯著影響。

關鍵字

入口網站 ； 關係行銷 ； 關係品質

並列摘要

ABSTRACT
In recently years, the use of the Internet for commercial activity has been growing rapidly, and there has been a concomitant in related Internet service industries and in the number of consumers using them. The Internet's most important function is to provide consumers with information services. In the current competitive environment, the provision of quality service is felt to be the most effective competitive advantages and strategy for ensuring survival and success. Portal managers face extreme competition in this business, also have the recognition that, to attract customers doing business with us is not difficult, however make our customers keep the loyalty doing business with us seems not so easy. Provide good quality of service and merchandise to make our customers relationship quality (reliability、satisfaction), and make-effort to raise-up the portal performance (customers' loyalty、advertisement performance), and , these are major-points for portal managers. Then, how to break through this bottleneck? According to many scholars' researches in service business, Relationship Marketing becomes one of the strategies that can be applied by portal managers.
This research builds up a pattern in relationship quality, to discuss that portal business through service processing to raise-up customers' satisfaction and reliability in a way to raise customers loyalty and advertisement performance. Also, including the relationship-time-factor to conclude different relationship quality pattern by short-term and long-term time-factor, which interprets the difference that affects relationship quality pattern. This research applied factor-analysis and regression-analysis to prove this pattern of relationship quality. The main results as follow:
1.Professional selling behavior, self disclosure, critical incident recovery and security will affect the relationship quality.
2.Relationship quality dimensions (reliability、satisfaction) will affect portal performance (customers' loyalty、advertisement performance).
3.Factors effecting relationship quality are Professional selling behavior , self disclosure, security and critical incident recovery in piority as below.
4.Factors effecting portal performance are Professional selling behavior , security, self disclosure and critical incident recovery in piority as below.
5.Under different usage intensity, only professional selling behavior and security will affect the relationship quality and portal performance.

並列關鍵字

relationship quality ； portal site ； relationship marketing

參考文獻

21. 張玉琳(民85)，消費市場之關係行銷研究-以信用卡為例，政治大學企業管理研究所碩士論文。

10. 林元元（民87），顧客關係品質與自發行為之探討--以銀行服務業為例，元智大學管理研究所碩士論文

19. 陳致魁（民88），關係品質對網路書店顧客忠誠度影響之研究，大葉大學資訊管理研究所碩士論文。

22. 張紹勳，林秀娟(民87) ，SPSS For Windows統計分析(上)(下) ，松崗圖書公司，台北。

2. Axelrod (1984),"The Evolution of Cooperation", New Youk:Basic Books, Inc.