顧客滿意度、信賴度及顧客承諾關係之評估-以甘比亞教師信用合作社為例

Evaluating the Relationship between Customer Satisfaction, Customer Trust and Customer Commitment in Cooperative Industry: A Case of The Gambia Teachers Union Cooperative Credit Union

莫弍樂(Mortala Boye)

指導教授 ： 洪仁杰 ； 鍾惠雯

國立屏東科技大學/國際學院/熱帶農業暨國際合作系/碩士(2014年)

https://doi.org/10.6346/NPUST.2014.00112

摘要

關係行銷近來已越來越受重視。行銷理論與實務已越來越顧客導向，且管理者由於顧客往來持久性與企業長期營收與獲利之關係，而亦越發重視與顧客之長期關係。過去研究指出關係行銷，顧客滿意度，信賴度及承諾為關係建構之基石。過去研究探討許多已開發國家不同服務間關係行銷之構面，包括顧客滿意度，顧客信賴度及顧客承諾等，然而有關合作組織關係行銷之構面之研究則付之闕如，特別是在本研究中之甘比亞。故本研究旨在探討甘比亞教師信用合作社(GTUCCU) 顧客滿意度，顧客信賴度及顧客承諾之關係。此外，本研究亦探討人口統計變數在顧客滿意度，顧客信賴度及顧客承諾間是否有顯著差異。本研究以自製問卷，在Greater Banjul區383位GTUCCU會員中，得到196份受訪者之問卷。本研究採用敘述統計，Spearson相關檢定， t檢定，以及ANOVA等統計分析方法。Spearson相關檢定結果顯示，顧客滿意度與顧客信賴度以及顧客滿意度與顧客承諾均呈現顯著相關。另外，顧客信賴度與承諾亦呈現顯著相關。迴歸分析顯示顧客滿意度與顧客信賴度對承諾有顯著影響。惟t檢定以及ANOVA均未發現人口統計變數在顧客滿意度，顧客信賴度及顧客承諾間存在顯著差異。本研究之發現可提供 GTUCCU 管理階層發展與客戶永續關係之有效洞見與觀察。
關鍵字: 甘比亞，信用合作社, 顧客滿意度，顧客信賴度，顧客承諾

關鍵字

甘比亞 ； 信用合作社 ； 顧客滿意度 ； 顧客信賴度 ； 顧客承諾

並列摘要

Over the years marketing theories and practices has become increasingly customer centered and managers have increased emphases on long-term client relationships because the length of a customer’s tenure is assumed to be related to long-run company revenues and profitability. However, research has shown that in relationship marketing, customer satisfaction, trust and commitment are the key pillars of relationship building. Studies have empirically examined the dimensions of relationship marketing such as customer satisfaction, customer trust, and commitment in many developed countries testing them in difference service organisations. Nevertheless, empirical research on these key constructs in the context of Cooperative organizations are scanty and more especially in the case of the Gambia. Thus, this study seeks to examine the relationship between customer satisfaction, trust and commitment in the context of The Gambia Teachers’ Union Cooperative Credit Union (GTUCCU). Besides, the study examines the difference among demographic variables in relation to satisfaction, trust and commitment. However, the data were collected through a self-administered questionnaire survey and a total of 196 usable responses from customers or otherwise members of (GTUCCU) in the Greater Banjul Area were received out of 383. The data was analyzed using Pearson Correlation and Multiple Regression techniques, T-test, and ANOVA. Thus, the results from Pearson Correlation test shows significant relationship exists between satisfaction and trust. In addition, in testing the relationship between customer satisfaction and commitment, the result shows significant relationships. Moreover, relationship was also found to exist between trust and commitment. However, results from multiple regressions test shows that customer satisfaction and trust has significant influence on customer commitment. However, to test the difference among the demographic variables, the results from both the T-test and ANOVA do not show any significant difference in relation to the relational constructs. However, the findings from this research provides useful insight for the (GTUCCU) management to develop marketing strategies that may be useful to build sustain relationship with their customers.
Keywords: the gambia, credit union, customer satisfaction, customer trust, customer commitment

並列關鍵字

the gambia ； credit union ； customer satisfaction ； customer trust ； customer commitment

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