消費者關係利益、轉換障礙對顧客忠誠度之影響－以雲嘉地區會員制量販店為例

The Effect of Consumers’ Relationship Benefit and Switching Barriers on Customer Loyalty: A Case of Warehouse class in Yunlin and Chiayi Area

陳柏州(Po-Zo Chen)

指導教授 ： 周登陽

國立中正大學/管理學院/經濟系國際經濟研究所/碩士(2015年)

摘要

綜合商品零售業競爭市場裡，追求與掌握「顧客忠誠度」是個非常困難的問題，故業者衍生出了「會員制」消費行為，從服務提供過程中帶給顧客所想要的關係利益，進而讓顧客得以與企業間長期地穩定地維繫關係，本研究即探討會員制量販店與顧客間是否存在某種程度的關係聯繫，而此種關係聯繫是否可能形成顧客對業者的忠誠度，此為研究動機之一；另外關係利益與轉換障礙對顧客忠誠度是否有顯著正向的影響，以及移轉障礙是否對關係利益間會有相互的影響，此為研究動機之二。
本研究之抽樣對象僅限於雲嘉地區會員制量販店的消費者為抽樣對象，抽樣方法則採用隨機抽樣法，共計發放300份問卷，調查時間為103年度10月1日至10月31日止，回收問卷241份，剔除漏填問項及選項答案過分集中之問卷，有效問卷共191份，有效回收率為79.25%，利用敘述性統計分析、相關分析、迴歸分析，研究結果如下：

一、雲嘉地區會員制量販店顧客關係利益對轉換障礙有顯著的正向影響。

二、雲嘉地區會員制量販店顧客關係利益對顧客忠誠度有顯著的正向影響。

三、雲嘉地區會員制量販店顧客轉換障礙對顧客忠誠度有顯著的正向影響。

關鍵字

顧客忠誠度 ； 行銷體驗 ； 轉換障礙 ； 關係利益

並列摘要

In retail market, customer loyalty is difficult to handle; therefore, the membership is created by vendors to provide customers relationship benefit during shopping. Besides, it keeps a long stable relationship between customers and enterprises. This study explored whether there is the relationship between customers and hypermarkets or not, and the first motivation of this study was to understand if this relationship could be the customers loyalty. The second motivation of this study was to learn if there was significant and positive effect of relationship benefit and switching barriers on customer loyalty, and if there was influence between switching barriers and relationship benefit.
The participants of this study were selected randomly from customers in warehouse clubs in Yunlin and Chiayi county. There were 300 questionnaires released from October 1st to October 31th in 2014, and 241 questionnaires returned; except for invalid questionnaire, 191 questionnaires were valid. Effective response rate was 79.25%. By descriptive statistics, correlation analysis, and regression analysis, the results of this study are as follows:
1. There is a significant positive effect of consumers’relationship benefit on switching barriers in warehouse clubs in Yunlin and Chiayi county.
2. There is a significant positive effect of consumers’ relationship benefit on customer loyalty in warehouse clubs in Yunlin and Chiayi county.
3. There is a significant positive effect of consumers’ switching barriers on customer loyalty in warehouse clubs in Yunlin and Chiayi county.

並列關鍵字

Marketing experience ； Switching barriers ； Relationship benefit ； Customer loyalty

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