關係品質、品牌信任、預期未來使用與顧客保留之研究
－百貨公司化妝保養品專櫃實證

在台灣，服務業市場競爭激烈，尤其是化妝保養品市場，光是在各大百貨公司設有專櫃的化妝保養品品牌就已超過七十種；每逢過年及各大節慶，各大品牌無不祭出優惠促銷方案來爭取客源、創高業績。面對趨於飽和的市場狀態，產品與服務內容同質性高、競爭者眾、顧客忠誠度不再等情況，各家業者皆面臨了吸引新客戶的成本上升、舊客戶嚴重流失的雙重問題。然而，從獲利成本角度分析，比起吸引新客源，企業更應投注心力在保留既有客戶的努力上。本研究以「顧客保留」為研究主題，探討影響顧客保留的原因。統整過去相關研究文獻後發現，除了少有學者同時將過去與未來兩個觀點納入顧客保留模型探討之外，也少有研究重視顧客品牌信任建立的重要性。因此，本研究以關係品質、品牌信任與預期未來使用三大角度切入，利用實證研究來分析顧客保留的影響因素。研究結果發現，關係品質對品牌信任、預期未來使用、顧客保留皆有正面影響；品牌信任對預期未來使用、顧客保留皆有正面影響；預期未來使用亦對顧客保留有正面影響力。本研究發展出一個有別於過去的顧客保留模式，以期作為日後研究的基礎，並可協助業者達到顧客保留的策略目標。

關鍵字

關係品質；品牌信任；預期未來使用；顧客保留

並列摘要

Firms are recognizing the value of establishing close relationships with their customers as a means of retaining existing customers. Although relationship quality is recognized as a central construct in the relationship marketing literature, current models of relationship quality rarely focuses the influence of brand trust, and only focuses on the customer’s past experience. In this research, we advance the notion that when deciding whether to continue a product or service relationship, consumers not only consider past relationship with the firm, but also incorporate future considerations regarding the service. Results indicate that the evaluation of relationship quality has a positive effect on both brand trust and expected future use, and brand trust has a positive effect on expected future use, and all the relationship quality, brand trust, and expected future use also affect customer retention positively.

並列關鍵字

Relationship Quality ； Brand Trust ； Expected Future Use ； Customer Retention

參考文獻

[115] Tax, Stephen S., and Stephen W. Brown. (1998),"Recovering and Learning From Service Failure" Sloan Management Review, 40 (1): 75-88.

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[3] Anderson, E. W., and Sullivan, M. W. (1993),”The Antecedents and Consequences of Customer Satisfaction for Firms. “Marketing Science, 12(2), 125-143.

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關係品質、品牌信任、預期未來使用與顧客保留之研究－百貨公司化妝保養品專櫃實證

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