服務品質、關係品質、關係價值與顧客忠誠度的關係之整合分析－以行動電信產業之消費者為例

An Integrated Analysis of Relationship between Service Quality, Relationship Quality, Relationship Value and Customers' Loyalty-An Example of Consumers of Mobile Telecommunication Industry

林隆儀(Long-Yi Lin) ； 簡任群(Jen-Chun Chien)

《真理財經學報》 11期 (2004/12) Pp. 73-112

https://doi.org/10.29963/TOJEB.200412.0004

摘要

隨著行動電信市場趨近飽和，成長率將不若以往，這種情況使得行動電信服務業者不但要繼續提升服務品質，也必須改變其行銷策略，將重心放在既有顧客的維繫。本研究嘗試在關係行銷的領域中，探討行動電信業者在服務傳遞過程中所提供給顧客的服務品質、關係價值和關係品質，及其對顧客忠誠度的影響。本研究以行動電信使用者為調查對象，採用便利抽樣法訪問台北縣市地區300位使用者，回收有效樣本268份，並以線性結構關係模式為分析方法進行實證研究，主要研究發現有(1)服務品質對關係品質有正向且顯著的影響，(2)服務品質對關係價值有正向且顯著的影響，(3)關係價值對關係品質有正向且顯著的影響，(4)關係品質對顧客忠誠度有正向且顯著的影響；關係價值亦對顧客忠誠度有正向且顯著的影響；服務品質對顧客忠誠度有顯著的影響，但卻為負向，不過服務品質對顧客忠誠度的直接負向效果較小，其透過關係價值與關係品質對顧客忠誠度所產生的間接正向效果較大，就總效果來看，服務品質對顧客忠誠度具有正向的總效果。

關鍵字

行動電話 ； 服務品質 ； 關係價值 ； 關係品質 ； 顧客忠誠度

並列摘要

Nowadays as the mobile telecommunication market is being saturated, the growth rate won't be higher than some time ago. The situation makes mobile telecommunication companies not only promote their service quality, but also change their marketing core strategy on holding their exist customers. The main purpose of this study is to explore the service quality, relationship value and relationship quality that mobile telecommunication companies provide for customers and their effect on customer loyalty. The region of our study focused on Taipei City and County, with experimented objects for mobile telecommunication users. There were 300 questionnaires distributed, and 286 effective samples were received. We applied LISREL analysis methods to verify model. Basically, we simply conclude the following four aspects: (1) Service quality has significantly positive effect on relationship quality. (2) Service quality has significantly positive effect on relationship value. (3) Relationship value has significantly positive effect on relationship quality. (4) Relationship quality has significantly positive effect on customer loyalty; relationship value has significantly positive effect on customers' loyalty; Service quality has significantly effect on customer loyalty, but it's negative, while the direct negative effect that service quality has on customer loyalty is minor, on the other hand the indirect positive effect that service quality has on customer loyalty through relationship value and relationship quality is major. In sum, the total effect that service quality has on customer loyalty is positive.

並列關鍵字

mobile telecommunication ； service quality ； relationship value ； relationship quality ； customers' loyalty

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