以部落格維繫顧客忠誠之探討

The Research on Remain Customer Loyalty by Weblogs

連宏達(Hung-Da Lang)

指導教授 ： 譚伯群

崑山科技大學/商業管理學院/企業管理研究所/碩士(2007年)

https://doi.org/10.6828/KSU.2007.00021

摘要

部落格已經在全球興起普遍的熱潮，而它所帶來的威力也讓國外許多企業正視這股潮流而紛紛投入，部落格有它獨特的功能與魅力，企業是否能透過部落格的幫助與顧客維繫關係，建立顧客忠誠度。本研究將以關係理論作為中介變數，透過特定關係投資、溝通品質、共享價值、互動滿意與專業知識等五個外部變數的影響進而獲得顧客忠誠，並以結構方程模式(Structural Equation Model )作為資料分析方法，針對曾閱讀或使用部落格的網友做調查，經實證結果，部落格的特定關係投資會正向影響承諾，共享價值也會正向影響承諾與信任，而承諾與信任對顧客忠誠也有顯著影響，顯示出部落格的特定關係投資與共享價值可以獲得顧客信任與承諾，進而影響顧客忠誠，研究結果可以给與維繫顧客的企業一個思考方向。

關鍵字

部落格 ； 顧客忠誠 ； 關係理論

並列摘要

Blogs dose rise general upsurge in the whole world already, and it bring might let foreign a lot of enterprise to face this trend and to join continuously, its unique function and glamour that has in the Blogs, whether enterprises can maintain the customer relation through the Blogs to build customer's loyalty. This research regarded relationship theory as mediators then get customers loyally through the influence of the five exogenous variables: relationship specific investment, communication quality, shared value, interaction satisfaction and professional knowledge, and analytical method of the data by way of Structural Equation Model, to survey the people once reading and joining of Blogs. The empirical results suggest that relationship specific investment positive influenced to commitment and shared value positive influenced trust and commitment, trust and commitment also positive influenced customer loyalty. It snowed result that the relationship specific investment and shared value of Blogs can get customer trust and commitment, and then to effect customer loyalty. The research results expect that to offer a direction of thinking on customer's relation to enterprises.

並列關鍵字

Relationship Theory ； Customer Loyalt ； Blog

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