顧客知覺價值、關係品質與顧客忠誠之研究 吳玉靖、童惠玲
E-mail: 374869@mail.dyu.edu.tw
摘 要
本研究檢視傳銷產業的顧客知覺價值能否正向影響關係品質，以及展現關係品質後能否提升顧客忠誠的可能性。研究資料 收集來自單一E傳銷公司，共229位顧客。同時採用來源跨期研究法，分別在兩個不同時間點予以測量，T1評量顧客知覺 價值與關係品質（關係滿意、信任與承諾），而T2評量顧客忠誠。目的是在時間的變動下，檢驗關係滿意對顧客知覺價值 與顧客忠誠關係的中介效果，以及關係滿意分別對顧客知覺價值與信任、承諾的中介效果。研究結果發現，顧客知覺到價 值後展現出關係品質（關係滿意、信任與承諾），間接提升顧客忠誠。
關鍵詞 : 顧客知覺價值、關係品質、顧客忠誠、關係滿意、多層次傳銷 目錄
封面內頁 簽名頁 中文摘要...i 英文摘要...ii 誌
謝...iv 目錄...v 圖目錄...vii 表目
錄...viii 第一章 緒論... 1 第一節 研究背景與動機... 1 第二節 研 究目的... 3 第二章 文獻探討... 5 第一節 關係品質... 5 第二節 顧客忠 誠... 9 第三節 顧客知覺價值... 12 第三章 研究方法... 16 第一節 研究架 構... 16 第二節 研究假設... 17 第三節 研究對象與抽樣方法... 18 第四節 衡量工 具... 19 第五節 資料分析與統計方法... 23 第四章 統計分析與結果... 25 第一節 樣本 資料特性... 25 第二節 敘述性統計... 27 第三節 信效度分析... 30 第四節 整體模式衡 量分析... 35 第五節 相關分析... 38 第六節 迴歸分析... 41 第五章 討論與建
議... 47 第一節 研究發現... 47 第二節 實務意涵與研究貢獻... 50 第三節 研究限制 與未來研究建議 ... 51 參考文獻... 54
參考文獻
中文部分 方世榮（2002）。關係價值、關係品質與忠誠度之探討─銀行業的實證研究。管理學報，19，1097-1130。 吳水丕（1993）。
多層次直銷的世界。和宇出版社。 陳得發、王昭雄（2005）。直銷產業顧客滿意度與顧客忠誠度關係之研究－以人口特質，知覺價值 及使用者類型為干擾變項。交大管理學報，25，57-87。 劉俊宏（1995）。服務業銷售過程中，關係品質之研究－以台灣地區廣告代理 商為例。國立中正大學企業管理研究所碩士論文。 英文部分 Anderson, E. and Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29, 18-34. Anderson, E. W. and Fornell, C. (1994). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12, 267-286. Anderson, R. E. and Srinivasan, S.S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology & Marketing, 20, 123-38. Ball, D. (2004). The role of communication and trust in explaining customer loyalty: an extension to the ECSI model. European Journal of Marketing, 38, 1272. Baron, R. M., and Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182. Berry, Leonard L. (2000). Relationship marketing of services: growing interest, emerging perspectives. Handbook of Relationship Marketing, Thousand Oaks, CA: Sage Publications, 149-170. Bloemer, J. and
Odekerken-Schroder, G. (2002). Store satisfaction and store loyalty explained by customer and store-related factors. Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68-80. Bolton, R. N., and Drew, J. H. (1991). A longitudinal analysis of the impact of services changes on customer attitudes. Journal of Marketing, 55, 1-9. Bolton, Ruth N. (1998). A dynamic model of customers’ usage of services:
usage as an antecedent and consequence of satisfaction. Marketing Science, 17, 45-65. Bowen, John T. and Stowe Shoemaker (1998). Loyalty: A strategic commitment. Cornell Hotel and Restaurant Administration Quartely, 39, 12-25. Caruana Albert, Arthur H. Money, and Peirre R.
Berthon (2000). Service quality and satisfaction- the moderating role of value. European Journal of Marketing, 34, 1338-1353. Chang, T. Z., and Wildt, A. R. (1994). Price, product information, and purchase intention: an empirical study. Journal of the Academy of Marketing Science, 22, 16-27. Cram, T. (2001). Customers that count. London, United Kingdom, Person Eduation. Crosby, L. A., Eavans, K. R., and Cowles, D. (1990).
Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54, 68-81. Day, G. S. (1969). A two dimensional concept of brand loyalty. Journal of Advertising Research, 9, 29-36. Drucker, Peter F. (1964). Managing for results: Economic tasks
and risk-taking decisions. Harper & Row (New York) p. 541. Principles of customer relationship management, Thomson South-Western, ISBN 13:
978-0-324-32238-5 Dwyer, F. R., Schurr, P. H. and Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 52, 11-27.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. J Mark, 58,1-9. Garbarino, E. and Johnson, M. S. (1999).
The differential roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63,70-87. Geyskens, Inge (1998).
Trust, satisfaction, and equity in marketing channel relationships. Doctoral dissertation, Catholic University of Louvain. Giffin, J. (1995).
Coustomer Loyalty: How to earn if and how to keep it. Lexington Books, New York. Grewal, Dhruv, Kent B, Monroe, and R. Krishnan (1998).
The effects of price-comparison advertising on buyers perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62, 46-59. Gr?nroos, C. (1990). Service management and marketing. Managing the moments of truth in service competition. Lexington Books, Lanham, MD. Gummesson, E. (1987). The new marketing- developing long-term interactive relationships. Long Range Planning, 20, 10-20. Hennig-Thurau T., Gwinner K. P., Gremler D. D. (2002). Understanding relationship marketing outcomes: an intergration of relational benefits and relationship quality. J Serv Res, 4, 230-247. Heskett, James L. (2002). Beyond customer loyalty. Managing Service Quality, 12, 355-357. Holbrook, M. B. (1994). The nature of customer’s value: an axiology of service in consumption experience. Service Quality: New Directions in theory and practice, 22-71. Thousand Oaks, CA: Sage Puboications. Holmlund, Maria (2001). The D & D model-dimensions and domains of relationship quality perceptions. Service Industries Journal, 21, 13-36. Huber, F., Herrmann A., and Morgan, R. E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Research, 18, 41-53. Jacoby, J. and Kyner, D. B.
(1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Researh, 10, 1-9. Jones, T. O. and Earl Sasser, W. (1995). Why satisfied customers defect. Harvard Business Review, 73, 88-99. Kong, S. Y. (2008). Customer perceived quality, relationship quality and business loyalty:
an example of B2B organization. Faculty of Business and Accountancy University of Malaya. Kotler, Philip (2000). Marketing Management. The Millennium edition, Prentice Hall International, Inc. Kramer, R. M. (1999). Trust and distrust in organizations: emerging perspectives, enduring questions. Annual Review of Psychology, 50, 569-598. Leuthesser, Lance (1997). Supplier Relational Behaviour: an empirical assessment. Industrial Marketing Management, 26, 245-254. Lim, K. and Razzaque, A. M. (1997). Brand loyalty and situational effects: An interactionist perspective.
Journal of International Consumer Marketing, 9, 95-115. Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20, 709-734. Michailova, S. and Worm, V. (2003). Personal networking in Russia and China: blat and guanxi. European Management Journal, 21, 509-519. Moliner, M. A., Sanchez, J., Rodriguez, R. M. and Callarisa, L. (2005).
Dimensionalidad del Valor Percibido Global de una Compra. Revista Espanola de Investigacion de Marketing Esic, 16, 135-158. Moliner, M. A., Sanchez, J., Rodriguez, R. M. and Callarisa, L. (2007). Relationship quality and post-purchase perceived value: an integrative framework.
European Journal of Marketing, 41,1392-1422. Mols, N. P. (1999). The behavioral consequences of PC banking. International Journal of Bank Marketing, 28, 20-38. Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. Oliver, Richard L. (1997). Satisfaction: a behavioral perspective on the consumer. Boston, MA: McGraw-Hill. Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40. Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67, 420-450. Petrick, James F. (2002).
Development of Multi-dimensional scale for measuring the perceived value of service. Journal of Leisure Research, 34, 119-134. Ravald, A. and Gronroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30, 19-30. Reichheld, F. F. and Schefter, P.
(2000). E-Loyalty: your secret weapon on the web. Harvard Business Review, 78, 105-113. Roberts K., Varki S. and Brodie R. (2003). Measuring the quality of relationships in consumer services: an empirical study. Eur J Mark, 37, 169-196. Ruben Chumpitaz Caceres and Nicholas G.
Paparoidamis (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. European Journal of Marketing, 41, 836-867. Sajeev, Varki and Mark Colgate (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3, 232-240. Sanchez., J., Callarisa L., Rodriguez, R. M. and Moliner, M. A. (2005). Perceived value of the purchase of a tourism product. Tourism Management, 27,394-409. Selnes, F. (1998). Antecedent and consequences of trust and satisfaction in buyer-seller relationship.
European Journal of Marketing, 32, 305-322. Sheth, J. M. B., and Newman, B. (1999). Customer behavior: Consumer behavior and beyond. Fort Worth, Texas, The Dryden Press. Sheth, J. N., Newman, B. I., and Gross, B. L. (1991). Why we buy what we buy: a theory of consumption values.
Journal of Business Research, 22, 159-170. Sirdeshmukh, D., Singh, J., and Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66, 15-37. Smith, J. Brock (1998). Buyer-seller relationships: similarity, relationship management, and quality.
Psychology & Marketing, 15, 3-21. Sweeney, J. C., and Soutar, G. (2001). Consumer perceived value: the development of multiple item scale.
Journal of Retailing, 77, 203-220. Sweeney, J. C., Soutar, G. N., and Johnson, L. W. (1997). Retail service quality and perceived value. Journal of Consumer Service, 4, 39-48. Webster, F. E. J. (1994). Defining the new marketing concept. Marketing Management, 2, 22-31. Zineldin M. and Jonsson P. (2000). An examination of the main factors affecting trust/commitment in supplier-dealer relationships: And empirical study of the Swedish wood industry. The TQM Magazine, 12, 245-265. Zineldin M. and Jonsson P. (2003). Achieving high satisfaction in supplier-dealer working relationship. Supply Chain Management : An International Journal, 8, 224-240. Zeithaml, V. A. (1988) . Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22. Zeithaml, V. A., and Bitner, M. J. (2000). Service Marketing: integrating customer focus aross the firm. Boston, MA: McGraw-Hill Companies.
