侵擾性廣告、顧客抱怨行為與抱怨處理對顧客忠誠度之影響性研究：以關係行銷為中介變項

A study on the Relationships among Irritation Advertisement, Customer Complaint Behavior and Complaint Dealing, and Customer Loyalty: Relationship Marketing as a Mediator

徐霈玲(PEI-LING SYU)

指導教授 ： 田靜婷

朝陽科技大學/管理學院/保險金融管理系/碩士(2017年)

摘要

本研究主旨是探討侵擾性廣告、顧客抱怨行為與抱怨處理對顧客忠誠度之影響，並以關係行銷作為中介變項，探討侵擾性廣告、顧客抱怨行為與抱怨處理和顧客忠誠度間之中介效果，以作為銀行業對顧客關係的管理之參考依據。
針對侵擾性廣告、顧客抱怨行為、顧客抱怨處理、關係行銷、顧客忠誠度做相關的文獻探討，並提出研究架構以及七個研究假設。研究方法採用問卷調查法，其量表有侵擾性廣告、顧客抱怨行為與抱怨處理、關係行銷、顧客忠誠度。研究對象以與台灣地區的銀行來往之客戶為主，共發放300份，有效問卷為265份，問卷回收率為88.34%，有效問卷率為100%。
本研究從回收之有效問卷作敘述性統計分析，以了解樣本資料在個人背景屬性上的分佈情形；利用Pearson積差相關分析，以了解侵擾性廣告、顧客抱怨行為、顧客抱怨處理、顧客忠誠度與關係行銷之各變數間的關聯程度；利用迴歸分析，以了解侵擾性廣告、顧客抱怨行為、顧客抱怨處理對顧客忠誠度之影響性關係，還有侵擾性廣告、顧客抱怨行為、顧客抱怨處理對關係行銷之影響性關係；利用區段迴歸分析，檢定關係行銷對侵擾性廣告、顧客抱怨行為、顧客抱怨處理和顧客忠誠度間關係之中介效果。
本研究依據資料分析，研究結果為：
一、顧客忠誠度受侵擾性廣告之負向影響，其結果為成立。
二、顧客忠誠度受顧客抱怨行為與抱怨處理之正向影響，其結果為成立。
三、關係行銷受侵擾性廣告之負向影響，其結果為不成立。
四、關係行銷受顧客抱怨行為與抱怨處理之正向影響，其結果為成立。
五、關係行銷對侵擾性廣告和顧客忠誠度間具中介效果，其結果為不成立。
六、關係行銷對顧客抱怨行為與抱怨處理和顧客忠誠度間具中介效果，其結果為成立。

關鍵字

侵擾性廣告 ； 顧客抱怨行為 ； 顧客抱怨處理 ； 顧客忠誠度 ； 關係行銷

並列摘要

This study mainly explored the relationships among irritation advertisement, customer complaint behavior and complaint dealing, customer loyalty and relationship marketing as a mediator to research the interfering effect on the relationship between irritation advertisement, customer complaint behavior and complaint dealing with customer loyalty. We provided customer relationship management suggestions for banking industry.
In this study, we proposed conceptual framework and seven study hypotheses after the literature reviewed about irritation advertisement, customer complaint behavior and complaint dealing, customer loyalty and relationship marketing. The research method was survey by questionnaires, including the irritation advertisement scale, customer complaint behavior and complaint dealing’s scale, customer loyalty scale, and relationship marketing scale. The questionnaires participants were based on clients with Taiwanese area’s banks. In this study, 300 questionnaires were sent, and a total of 265 valid questionnaires, a return rate of 88.34%, the rate of valid samples were 100%.
After valid questionnaires collected, descriptive statistical analysis was conducted to understand the distribution of the sample data in personal background. Pearson correlation analysis was conducted to test the relationships of the dimensions of irritation advertisement, customer complaint behavior, customer complaint dealing, customer loyalty and relationship marketing. Regression analysis was conducted to understand the effect of irritation advertisement, customer complaint behavior, and customer complaint dealing on customer loyalty and the effect of irritation advertisement, customer complaint behavior, and customer complaint dealing on relationship marketing. Segment regression analysis was conducted to test the mediated effect of the relationship marketing on the relationships among irritation advertisement, customer complaint behavior, customer complaint dealing, and customer loyalty.
According to data analysis, the conclusions were proposed as follows:
1. Customer loyalty was negatively affected by irritation advertisement, the hypothesis was accepted.
2. Customer loyalty was positively affected by customer complaint behavior and complaint dealing, the hypothesis was accepted.
3. Relationship marketing was negatively affected by irritation advertisement, the hypothesis was unaccepted.
4. Relationship marketing was positively affected by customer complaint behavior and complaint dealing, the hypothesis was accepted.
5. Relationship marketing had mediated effect on irritation advertising with customer loyalty, the hypothesis was unaccepted.
6. Relationship marketing had mediated effect on customer complaint behavior and complaint dealing with customer loyalty, the hypothesis was accepted.

並列關鍵字

Irritation Advertisement ； Customer Complaint Behavior ； Customer Complaint Dealing ； Customer Loyalty ； Relationship Marketing

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