關係行銷對關係品質和網路忠誠度的影響─ 以三種網際網路類型商品為例

THE IMPACT OF RELATIONSHIP MARKETING ON RELATIONSHIP QUALITY AND E-LOYALTY ─ TAKING INTERNET-BASED SEARCH-EXPERIENCE-CREDENCE PRODUCTS AS AN EXAMPLE

鍾怡君(I-Chun Chung)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

網路的暢行無阻讓顧客對於產品資訊的蒐集成本降低，甚至無需任何成本。當供應商之間的差異化不大時，會使得此等虛擬市場近似完全競爭市場。消費者在幾乎沒有轉換成本的情況下，將輕易的轉換至其他商家與之交易。因此知道如何保留顧客對於網路商家是相當重要的。
本研究以無形的網路環境作為研究主體，探討關係行銷結合方式在關係品質為中介變數下，在不同的產品類型中對於顧客忠誠度會有何影響。由於網路的特性，本研究以產品資訊不對稱的程度作為標的，將產品區分為搜尋型、經驗型與信任型產品。
本研究發現，財務性結合方式對於關係品質的影響，在搜尋型產品中會比在經驗型和信任型產品影響來得大；社會性結合對於關係品質的影響，在經驗型和信任型產品中會比在搜尋型產品影響要大；結構性結合對關係品質的影響裡，在信任型產品裡的影響，會比在經驗型和信任型產品中的影響來得大。另外，若商家能與顧客擁有較好的關係品質，將會導致較高的網路忠誠度。

關鍵字

關係行銷、關係品質、網路忠誠度

並列摘要

Because Internet shoppers can search and compare offerings worldwide at little or no cost, the Internet is nearly a perfect market (Srinivasan, Anderson and Ponnavolu, 2002). Customers almost don’t have switching cost, thus they would transfer to other sellers easily. It is very important for e-tailers to understand how to keep customers for long-term.
This study suggests the way to build long-term relationship with customers in a virtual environment, including information about the nature of bonds between consumers and e-tailers and the relationship about relational bonds, relationship quality and e-loyalty, and determining which bonding strategies lead to higher relationship quality in different products.
The results suggest that financial, social, and structural bonds have positive impacts on relationship quality and e-loyalty and relationship quality have positive impacts on e-loyalty. In addition, a specific relational bond would have a greater impact on relationship quality in different products. Relationship quality can enhance the positive effect of relational bonds on e-loyalty.

並列關鍵字

Relationship Marketing ； Relationship Quality ； E-loyalty

參考文獻

Girard, Tulay. “Influence of Product Category on Consumer Information Search Behavior.” DMEF’s Robert B. Clarke Educator’s Conference, (2003): 1-3.

Kotler, Philip and Gary Armstrong. Marketing: an introduction, Upper Saddle River, N.J. Prentice Hall, (1997):89-203

Aladwani, Adel M.. “Online Banking: A Field Study of Drivers, Development Challenges, and Expectations.” International Journal of Information Management, (2001): 213–225.

Alder, P. S. Services Marketing Division formed, American Marketing Association, (1984).

Anderson, J. C. and D. W. Gerbing. “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.” Psychological Bulletin 103 (1988): 411-423.