關係投資、關係品質與顧客忠誠之連結：顧客依附的調節角色

Linking Relationship Investment, Relationship Quality, and Customer Loyalty: The Moderationg Role of Customer Attachment

賴虹君(Hung-Chun Lai)

指導教授 ： 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2014年)

摘要

本研究之研究目的在於分別探討牙技廠商進行關係投資(財務性、社會性、結構性)時，對關係品質(滿意、信任、承諾)或顧客忠誠(再購意願、口碑)的影響。同時了解牙醫師的依附型態，對關係投資與關係品質之間的干擾效果。藉由心理學上廣為運用之依附理論，分析依附焦慮與依附逃避的牙醫師，面對牙技廠商進行財務性、社會性或結構性的關係投資時，對於關係品質與顧客忠誠的影響。
資料蒐集透過實體問卷訪查的方式，針對台灣有假牙製作需求的牙醫師調查，共收集202份有效問卷。採用驗證性因素分析(CFA)進行信效度分析，並透過迴歸分析以驗證本研究之假說。研究結果發現：(1) 關係投資對關係品質具有影響，牙醫師面對牙技廠商提供關係投資均有顯著正向影響，其影響強度為：結構性 > 社會性 > 財務性。整合投入三種關係投資構面時，僅結構性投資仍具顯著正向影響。(2) 顧客依附對關係品質具有影響，且存在調節效果。牙醫師的顧客依附焦慮與依附逃避型態，均對關係品質有顯著負向影響。依附焦慮在關係投資與關係品質之間，具有調節效果，依附逃避則無。(3) 關係品質對顧客忠誠具有影響。牙醫師的滿意、信任、承諾對再購意願與口碑均有顯著正向影響。整合三構面對再購意願之影響，信任呈現不顯著。同時，關係品質具部分中介效果。

關鍵字

依附理論、關係投資、關係品質、口碑、再購意願、牙技

並列摘要

The purpose of this study is to investigate the impact of using relationship investment (such as financial, social and structural) to improve relationship quality (satisfaction, trust and commitment) and customer loyalty (repurchase intention and word of mouth) in dental technology. And this study is also to investigate the moderate effects between relationship investment and relationship quality by using customer attachment to separate different detists' styles.
The study collects data by questionary from Taiwan’s dentists. Total samples are 202. Confirmatory factor analysis (CFA) is adopted to examine the reliability and validity of measurement. And the study uses hierarchy regression analysis to verify the hypotheses. The major research results show that: (1) Relationship investment has a significantly effect on relationship quality. And structure investment is more significant than social and financial investment. When the study put three constructs of relationship investment together to explore the effect, only structure investment is still has a significant positive effect on relationship quality. (2) Customer attachment has a moderate effect between relationship investment and relationship quality. Both attachment anxiety and attachment avoidance have significantly negative effects on relationship quality. But only attachment anxiety has a significantly moderate effect between relationship investment and relationship quality. (3) Relationship quality has a significantly positive effect on customer loyalty whether satisfication, trust or commitment. When the study put three constructs of relationship quality together to explore the effect, commitment has no significantly effect on customer loyalty. Also relationship quality has a partial mediate effect between relationship investment and customer loyalty.

並列關鍵字

Attachment Theory, Relationship Investment, Relationship Quality, Word of Mouth, Repurchase Intention, Dental Technology

參考文獻

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