化妝品專櫃人員幽默感、關係行銷、關係品質與忠誠度關係之研究

A Study of the Relationship Among Cosmetics Counter Sales' Sense of Humor, Relationship Marketing, Relationship Quality and Loyalty

蔡欣容(Hsin-Jung Tsai)

指導教授 ： 黃建文

台南應用科技大學/生活科技學院/生活應用科學研究所/碩士(2014年)

摘要

因應個人化消費時代的來臨，也為了適應消費大眾生活之所需，必須將商品在適當的時機、於適當的場合，合理化且順暢地移轉到顧客手中。本研究目的是以專櫃人員透過幽默輕鬆的氣氛來拉近與顧客間距離，增進與顧客關係的品質，讓顧客能接受專櫃人員的推薦，進而藉由關係行銷，提升顧客的忠誠度，來印證整體運作的實質效益是一個重要的議題。透過文獻探討及問卷調查來進行資料的蒐集與分析，研究對象係以在台灣各地百貨公司裡化妝品專櫃上消費之顧客，共發放465份問卷，回收有效問卷381份，回收率達82％；並用IBM SPSS Statistics 20來分析，包括敘述性統計、因素分析、t檢定、ANOVA變異數分析；最後利用 Amos 21做線性結構分析來驗證研究的假設，獲得的研究結果如下:
(一)化妝品專櫃人員的幽默感對關係品質有顯著性影響。
(二)化妝品專櫃人員的關係行銷對關係品質有顯著性影響。
(三)化妝品專櫃人員的關係品質對顧客之忠誠度有顯著性影響。

關鍵字：化妝品專櫃人員、幽默感、關係行銷、關係品質、忠誠度

關鍵字

化妝品專櫃人員 ； 幽默感 ； 關係行銷 ； 關係品質 ； 忠誠度

並列摘要

ABSTRACT

In response to the advent of the era of personal consumption, also required in order to meet consumers' life, goods must to be delivered at the right time and in the appropriate forum, rationalization and smoothly migrated to the hands of customers. The purpose of this study is counter sales through humor and relaxed atmosphere to narrow the distance between the customer, Improving the quality of relationships with customers, so that customers can receive recommendations from counter sales, and then by relationship marketing, enhancing customers' loyalty, to prove the effectiveness of the overall operation of the substance is an important issue. Through literature review and questionnaire to collect and analyze data, study is based on customers purchasing cosmetics in department stores throughout Taiwan, 465 questionnaires were distributed, 381 valid questionnaires, the recovery rate of 82%; IBM SPSS Statistics 20 was used to analyze, including Descriptive statistics, Reliability analysis, ANOVA. Finally, Amos 21 Linear Structural Analysis was done to validate assumptions. The results obtained are as follows:
1.The sense of humor of cosmetics counter sales has a significant impact on relationship quality.
2.The relationship marketing of cosmetics counter sales has a significant impact on relationship quality.
3.The relationship quality of cosmetics counter sales has a significant impact on customers' loyalty.

Keywords: Cosmetics counter sales, Sense of humor, Relationship marketing , Relationship quality, Loyalty

並列關鍵字

Cosmetics counter sales ； Sense of humor ； Relationship marketing ； Relationship quality ； Loyalty

參考文獻

楊中芳（1999）。人際關係與人際情感的構念化。本土心理學研究，12，105-179。

參考文獻

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