B2B交易情境中顧客滿意度及關係行銷對顧客忠誠之影響研究

The Impact of Customer Satisfaction and Relationship Marketing to Customer Loyalty in B2B Transaction.

林裕隆(Lin-Yu Lung)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00077

摘要

由於現今的半導體設備維修產業競爭日益趨烈，企業顧客對於成本控制、產品的品質及技術的要求逐漸提高，如何維持企業客戶的忠誠度與滿意度成為此產業管理者所重視之問題。對企業而言，顧客忠誠度是影響了競爭力的重要因素之一，由於企業對企業的勞務之間的互動和過程相較於一般消費者複雜，除了考量成本、服務品質、維修產品技術之外，彼此之間的溝通協調及關係行銷也在交易過程中為成為重要的角色之一。一般而言，當公司能提供愈好的服務對顧客滿意度與忠誠度都會有明顯著的提升，本研究依企業對企業的觀點和角度去探討企業對企業的關係行銷、對設備維修的滿意度與忠誠度的影響關係為何。　
本研究的對象台灣半導體設備維修產業，並透過問卷的方式蒐集資料。主要的目的在探討設備維修產業市場關係行銷的影響層面數，藉本研究瞭解關係行銷和顧客滿意度對顧客滿意度的影響程度，以及滿意度對忠誠度的影響程度；本研究又進一步探討企業對企業的關係行銷的構面的變數是否具有顯著差異。研究方法以問卷調查訪問台灣北中南科學園區高科技廠商，藉由因素分析萃取關係行銷的各構面變數，以多元迴歸來分析各構面變數的影響性，以變異數分析探討高科技產業對各構面的差異性。
一般而言，半導體設備維修產業會大部分會以價格的策略手法搶攻半導體市場，但難免會讓顧客會感覺價格不一定與品質相等的顧慮，而本研究為了改變或提升企業對其他的服務如關係行銷或其他服務項目及管理來提高顧客對企業的忠誠度。因此在策略上，除了價格外，更加強業務人員各項的關係行銷及專業的訓練來提升服務品質，並加強工程人員的維修技術和廠內作業環境及管理流程作業，藉此提高顧客的忠誠度，來提高其核心競爭力及形象。
根據本研究實證結果顯示，顧客滿意度對顧客忠誠有顯著的關連性；關係行銷對顧客忠誠度無干擾之影響、但經由和顧客滿意之因素：客戶服務及產品品質技術，做共同納入複迴歸模式進行驗證，本研究關係行銷對顧客忠誠度的具主體效果，而且其影響力還高於產品品質技術因素，僅次於顧客滿意度的因素一客戶服務，可以得知關係行銷在此產業影響了顧客忠誠，扮演了一個重要的角色，藉此研究可供半導體設備維修產業參考的指標。最後，針對研究結果進行管理意涵的討論，並提出後續研究建議。

關鍵字

顧客忠誠 ； 顧客滿意度 ； B2B ； 關係行銷

並列摘要

Due to the fact that the gradually increasing competition in the repair industry of semiconductor equipment, the customers have higher requests for the cost control, product qualities and technical requirements. How to maintain the loyalty and satisfaction of customers is an important issue for the industry managers. For the enterprises, the customers’ loyalty is one of the important factors that will affect the competitiveness. Because the services between enterprises and enterprises compared to the normal customers are more complicated, except for considering cost, service qualities and maintenance skills, the communication and the relationship marketing play one of the important roles in the transaction. Generally speaking, the better services the companies provide, obviously the customers will have higher satisfaction and loyalty. The research discusses the influences on customers’ satisfaction and loyalty of relationship marketing, from the point of view of the business to business.

The objects of the study are Taiwan semiconductor equipment repair industries. And the data collecting is through the questionnaire. The main purpose is discussing the factors of equipment repair industry market relationship marketing. According this study, we can understand the impacts of relationship marketing and customer satisfaction and the affecting degrees on customer loyalty. This study further examines the business-to-business relationship marketing have significant differences. By the method of questionnaire from North, Central, and South Science Park, we can analyze the influence factors in relationship marketing. Analysis of each dimension variable in multiple regression to explore, high-tech industries to the dimensions of the different factors to variance analysis.

In general, most of the semiconductor equipment repair industries will occupy the market by lower price. However, it will let customers worry about the lower price is not equal to the good quality. This research is to change and enhance the enterprise of other services such as relationship marketing or other services and management to improve customer loyalty. Therefore, in strategy, in addition to prices, the sales’ relationship marketing and professional training should be improved to strengthen service qualities. The strengthen of the engineers’ repair technology, the operation environment and management process should be improved to enhance the customer loyalty and lift its core competitiveness and image.

According to the results of this study, it shows that the customer satisfaction has significant relationship with customer loyalty; the relationship marketing has no interference to the customer loyalty. But factors and customer satisfaction: customer service and product quality, make into the validated model regression. The relationship marketing on customer loyalty has the main effect, and its influence is higher than the quality of the products, but is less than customer service. So we can know the relationship marketing influence customer loyalty, and plays an important role. This study can offer references to the semiconductor equipment repair industries and finally discuss in connection with management connotation, and offer the continuing suggestions.

並列關鍵字

Customer Satisfaction ； Customer loyalty ； B2B ； Relationship Marketing

參考文獻

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