探究關係行銷與品質對顧客忠誠度之影響效果

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/113233

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Title:	探究關係行銷與品質對顧客忠誠度之影響效果 Exploring the Impacts of Relationship Marketing and Quality on Customer Loyalty
Authors:	莊甄怡 CHUANG, CHEN-YI
Contributors:	經營管理學系
Keywords:	關係行銷;品質;知覺價值;顧客滿意度;顧客忠誠度 Relationship marketing;Quality;Perceived value;Customer satisfaction;Customer loyalty
Date:	2022
Issue Date:	2022-06-13 09:05:49 (UTC+0)
Publisher:	亞洲大學
Abstract:	本研究主要貢獻在於同時使用對稱與非對稱之資料分析方法探究關係行銷、品質、知覺價值、顧客滿意度與顧客忠誠度之關聯性。具體而言，對稱資料分析方法旨在驗證六項研究假說以分析研究構面關聯性之淨效果，非對稱資料分析方法則著重於以模糊集合概念確認由關係行銷、品質、知覺價值與顧客滿意度等前置變數所組成可導致高度顧客忠誠度之集合。本研究之主要研究對象為具有消費經驗之一般消費者，運用立意抽樣且使用Google表單蒐集實證資料，共計回收268份有效問卷。多變量分析方法依序使用敘述性統計分析、因素分析、信度分析、結構方程模型（即對稱資料分析方法）與模糊集合質性比較分析法（即非對稱資料分析方法）等。結構方程模型之研究結果顯示提升關係行銷與品質皆可有助於改善顧客知覺價值與滿意度，且提升顧客知覺價值與顧客滿意度可進一步提升顧客忠誠度。模糊集合質性比較分析法之研究結果顯示存在三組導致高度顧客忠誠度之充份條件，第一組充份條件為品質、知覺價值與顧客滿意度均高、第二組為關係行銷、品質與顧客滿意度均高，且第三組為關係行銷、品質、知覺價值與顧客滿意度均低。 This study contributes to identify relationships among relationship marketing, quality, perceived value, customer satisfaction, and customer loyalty based on symmetric and asymmetric thinking in data analysis. Specifically, symmetric approach focuses on investigating net effects between research constructs and testing hypotheses. Asymmetric method further attempts to combine relevant antecedents (i.e., relationship marketing, quality, perceived value, and customer satisfaction) into various causal recipes to explore the configurations for achieving high customer loyalty. This study employs an Internet-based (i.e., google form) questionnaires surveys based on anonymous approach and obtains a final valid sample of 268 respondents from the general customers by using purposive sampling. The methods of data analysis in this study including descriptive statistical analysis, factor analysis, reliability analysis, structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA). In terms of symmetric approach, results of SEM indicate that both relationship marketing and quality can enhance perceived value and customer satisfaction. In addition, enhance perceived value and customer satisfaction can further improve customer loyalty. With asymmetric approach, intermediate solutions of fsQCA show that there are three causal configurations found to be sufficient for high customer loyalty.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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