產業市場顧客知覺價值、倫理銷售行為、關係品質對顧客滿意度與顧客忠誠度之影響

THE IMPACTS OF CUSTOMER PERCEIVED VALUE, ETHICAL SALES BEHAVIOR, AND RELATIONSHIP QUALITY ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN THE INDUSTRIAL MARKETS

裴文鼎(Wen-Ding Pei)

指導教授 ： 陳美芳

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

全球化的超競爭態勢已然形成，全球各地的企業亦越趨巨型化。產業市場買主追求成本極小化與優勢談判，因此常對供應商過分誇飾價格的重要性。在成本相關議題之外，企業必須確認關鍵成功要素以建立持續的競爭優勢。
本研究之文獻探討從關係行銷開始，緊接著與顧客關係管理、顧客知覺價值、關係品質，乃至顧客滿意度與顧客忠誠度等環環相扣。產業市場買主常接洽賣方的銷售人員，因此倫理銷售行為值得加入探討，以求更加豐富化本研究之內容與架構。
本研究應用統計軟體AMOS 5進行驗證性因素分析(confirmatory factor analysis, CFA)與結構方程模式(structural equation modeling, SEM)分析。本研究之七項假設有六項獲得支持，研究結果說明：(1)顧客知覺價值正向影響顧客滿意度與顧客忠誠度；(2)倫理銷售行為正向影響顧客滿意度，透過顧客滿意度的中介效果間接地正向影響顧客忠誠度；(3)關係品質正向影響顧客滿意度與顧客忠誠度；(4)顧客滿意度正向影響顧客忠誠度。

關鍵字

關係品質 ； 倫理銷售行為 ； 顧客知覺價值 ； 產業市場

並列摘要

The situation of the globalized hyper-competition has been forming, and the firms are becoming huger and huger worldwide. The industrial buyers pursue the cost minimization and powerful negotiation, and therefore exaggerate the price importance to the suppliers very often. The industrial firms are supposed to identify the key success factors for building the sustainable competitive advantages in addition to the cost-related issues.
The literature review starts at relationship marketing and step by step links together with customer relationship management, customer perceived value and relationship quality as well as customer satisfaction and customer loyalty. The industrial buyers often negotiate with the sellers's sales personnel, and therefore ethical sales behavior is worthily reviewable for enriching the study content and framework.
This study applies the statistical software AMOS 5 to conduct the confirmatory factor analysis (CFA) and structural equation modeling (SEM) analysis. Six of the seven hypotheses in this study are supported. The study results indicate: customer perceived value positively impacts customer satisfaction and customer loyalty; ethical sales behavior positively impacts customer satisfaction and indirectly has a positive impact on customer loyalty through the moderating effect by customer satisfaction; relationship quality positively impacts customer satisfaction and customer loyalty; customer satisfaction positively impacts customer loyalty.

並列關鍵字

relationship quality ； ethical sales behavior ； customer perceived value ； industrial markets

參考文獻

王玲惠，以轉換障礙為干擾變數來探討顧客滿意度和顧客忠誠度之間的關係，大同大學事業經營研究所碩士論文，(2005)。

2.English References

Aaker, David A. Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press, (1991).

Abdul-Muhmin, Alhassan G. “Instrumental and Interpersonal Determinants of Relationship Satisfaction and Commitment in Industrial Markets.” Journal of Business Research 58 (5) (2005): 619–628.

Agustin, Clara and Jagdip Singh. “Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges.” Journal of Marketing Research 42 (1) (2005): 96–108.