在有機產業中探討關係品質對顧客忠誠度影響之研究甚少,故本研究的目的在了解關係品質在農夫市集中對顧客忠誠度之影響,以及消費情境之調節效果。本研究以2010年4月至5月間曾經到台北市的248農學市集、台中市的興大有機農夫市集與合樸農學市集以及高雄縣的微風市集等四地之農夫市集消費者為研究對象,採用問卷發放方式蒐集資料,共計發放問卷400份,有效問卷數為360份,問卷回收率為90%。 研究結果指出關係品質中的滿意、信任與承諾對於顧客忠誠度皆有顯著的影響,其中顧客忠誠度受到承諾的影響最大,依序為滿意與信任。在承諾題項中消費者對於與農友之間經驗的分享最為重視,也印證了農夫市集當初建立的價值;在滿意度中消費者對於農友的服務態度感到最滿意,可見得農友誠懇的態度與熱情的介紹都是消費者滿意的元素;在信任中則以長期的購買與互動累積了消費者的信任感平均分數最高,可見持續的接觸在關係建立中的重要性。 在調節變項之中,以場地氣氛、溝通情境與資訊環境對顧客忠誠度皆具有顯著的影響效果,再進一步探討調節效果後,則發現溝通情境與資訊環境具有調節關係品質與顧客忠誠度的效果,而在消費者人口統計變項中唯見平均消費金額對於顧客忠誠度具有顯著影響。 因此本研究認為市集經營單位與農友可透過更多的溝通管道與消費者進行互動;而在場地布置與規劃上,清潔與規劃良善的空間與場地是消費者對於市集的第一印象,唯可再針對市集現場交易氣氛的熱絡程度作著墨,相信會使顧客回流機率更為提高。
There were less articles talking about the effect of relationship quality to customers’ loyalty, especially in organic industries. The aim of this article was to investigate the effect of relationship quality on farmer markets’ customers’ loyalty, and the moderator’s function of consumption situation. Data were collected and analyzed via a survey questionnaire which examined and explored the influences of relationship quality variables on customers’ loyalty. The findings were based on the experiences of 360 consumers, revealed that the greater the relationship quality factors perceived by farmer markets’ consumers, the more loyalty they have. The major result in this research was summarized as: trust, satisfaction and commitment significantly affected farmer markets’ consumers’ loyalty, and above all the moderating dimention: communication situation and information situation moderated significantly. Above all the relationship quality dimensions, commitment affect customers’ loyalty the most, in order of satisfaction and trust. Consumers cared about if the farmers shared their experices the most in the series of commitment questions, which confirmed the value of setting up farmer's market originally; consumers were satisfied with the farmerts’ service attitude in the series of satisfaction questions; the highest score was the purchase of long-term and interaction in the series of trust questions. And there were only communication situation and information environment which had the effect of moderating relationship quality and comsumer’s loyalty.