顧客關係行銷前因後果之探討─台灣汽車零組件為例

Antecedents and Consequences of Customer Relationship Marketing: A case of Automobile Parts in Taiwan

林文玲(Wen-Ling Lin)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

台灣大大小小的企業為確保競爭優勢，應該與顧客發展出長期的顧客關係，在關係行銷策略中，將行銷費用配置在保留舊顧客上將比投入新市場更具有效率。
本文即從汽車零組件業的角度，利用結構方程模型(Structural Equation Modeling; SEM)建立工業服務業關係行銷活動的因果關連模型，並利用因素分析(Factor Analysis; FA)萃取顧客對關係行銷活動的認知因素(如個人關係、客製服務、專業形象及促銷活動)，探討關係行銷活動對顧客關係利益(如社會利益、信賴利益及特殊對待利益)及關係結果(如忠誠度及口耳相傳)之因果關連性，並探討關係行銷對關係利益及關係結果的直接與間接效果；進而再利用區別分析(Discriminate Analysis; DA)探討影響汽車零組件業關係結果的相關因素。
研究結果顯示：(1)「個人關係」為汽車零組件業顧客較重視的關係行銷活動；(2)良好的「關係行銷活動」會產生正面「關係利益」；(3)關係利益中的「信賴利益」為連接關係行銷活動與關係結果的主要中介變數。

關鍵字

關係行銷、關係利益、關係結果、結構方程模型、工業服務業

並列摘要

Every enterprise in Taiwan should develop long term relationship to maintain competitive advantage. Concerning relationship marketing strategy, to allocate marketing budget to old customers is more efficient than to invest into the new market.
This research is from automobile component industry prospective and uses Structural Equation Modeling (SEM) to build the cause effect model of industry relationship marketing activities. Besides, this research also utilize Factor Analysis (FA) to find out the cognition factors of relationship marketing (such as personal relationship, tailor-made service, professional image, and promotion), analyze the cause effect association between relationship marketing, customers relationship benefit (such as social benefit, trust benefit and special treatment benefit), and relationship result(such as loyalty and word-mouth effect), and discuss direct and indirect effect of relationship marketing toward relationship benefit and relationship result. Furthermore, this research also used Discriminate Analysis (DA) to analyze related factors of relation result in automobile component industry.
According to research results, first, personal relationship is most valuable relationship marketing activity for customers in automobile component industry. Second, Good relationship marketing activities can cause positive relationship benefit. Third, trust benefit is the main intermediate variable connecting relationship marketing activities and relationship results.

並列關鍵字

relationship marketing, relationship benefit, relationship result, Structural Equation Modeling, automobile component industry

參考文獻

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