An Application Strategy Study of Gifts on Customer Relationship Management 李志明、黃麗君
E-mail: 9425436@mail.dyu.edu.tw
ABSTRACT
In recent years, more and more enterprises undertake and maintain the relationship with customers via gifts; however, things usually go as the gifts are sent out without the consideration of whether those gifts are practical or beneficial to the customers. In fact, making the puzzle to customers instead is as an anti-effect which enterprises have never expected. Thus, this study was intended to evaluate the relationship between the customer gift experience and the relationship quality. There are two objectives in this study:
1.To evaluate the effectiveness of gift giving in customer relationship management. 2.To evaluate whether the effectiveness of gift giving in customer relationship management is varied with the differences of customers’ different personal values and
socio-economics. Consumers of 18 years old or older were sampled as the participants. Internet questionnaire is the main instrument to collect the data. After statistical analysis, it was found: 1.Gifts-giving in customers’ relationship management is effective for industries to build the relationship with their customers. 2.Customers of different value types had different perception toward the value of gifts. 3.Customers with different socio-economics had different perceptions toward the value of gifts. 4.Perceived gift value had positive effect on customer relationship management. 5.Customers' gift experience affected the relationship quality positively.
Keywords : Gift ; Consumer Relationship Management ; Relationship Management ; Relationship Quality Table of Contents
目錄………ix 圖目錄………
…………xi 表目錄………xii 第一章 緒論 第一節 研究背景與動機 ………
………1 第二節 研究目的 ………4 第二章 文獻探討 第一 節 禮品 ………5 第二節 顧客關係管理 ………
…13 第三節 關係行銷 ………22 第四節 關係品質 ………
………32 第五節 價值觀 ………36 第三章 研究方法 第一節 研究架構 ……
………39 第二節 研究假說 ………40 第三節 研究 變數之定義與衡量 ………42 第四節 問卷之設計與發展 ………49 第 五節 資料分析方法 ………52 第六節 預試問卷之信度與效度檢定 ………
……53 第四章 結果分析與討論 第一節 信度分析 ………62 第二節 敘述性統計分析
………63 第三節 假說驗證及分析 ………70 第四節 實證結 果彙整 ………86 第五章 結論與建議 第一節 結論 ………
………89 第二節 建議 ………91 第三節 研究限制與後續研究建議 ……
………93 參考文獻 中文部分 ………95 英文部分 …………
………96 附錄一 問卷一………
…108 附錄二 問卷二………112 圖目錄 圖3-1 研究架構圖………
………40 表目錄 表2-1 顧客關係管理主要類別圖………17 表2-2 大量行 銷、直效行銷與顧客關係管理之比較………21 表2-3 近年來關係行銷之定義………24 表2-4 交易式行銷與關係行銷之差異………26 表2-5 關係行銷之層級比較………
…………28 表2-6 價值之分類………38 表3-1 問卷回收統計表………
………48 表3-2 情境一禮品價值之因素結構………55 表3-3 情境二禮品價值之因素結 構………56 表3-4 情境一禮品體驗之因素結構………57 表3-5 情境二禮品體 驗之因素結構………58 表3-6 情境一關係品質之因素結構………58 表3-7 情 境二關係品質之因素結構………59 表3-8 預試問卷各研究變數之信度值………
…61 表4-1 正式問卷個研究變數之信度值………62 表4-2 性別分析表………
………64 表4-3 消費者年齡資料分析統表………65 表4-4 消費者教育程度資料分析統計表
………66 表4-5 消費者職業類別資料分析統計表………67 表4-6 消費者平均月收入資 料分析統計表………68 表4-7 消費者個人價值觀分析表………70 表4-8 情境一消 費者個人價值觀於禮品價值的認知比較…………72 表4-9 情境二消費者個人價值觀於禮品價值的認知比較…………73
表4-10情境一消費者個人背景資料對於禮品價值的認知比較……75 表4-11情境二消費者個人背景資料對於禮品價值的認知 比較……76 表4-12情境一禮品價值對禮品體驗之迴歸分析表………78 表4-13情境二禮品價值對禮品體驗之迴歸分 析表………80 表4-14情境一禮品體驗對於關係品質之滿意迴歸分析表…………82 表4-15情境一禮品體驗對於關係 品質之信賴迴歸分析表…………82 表4-16情境一禮品體驗對於關係品質之承諾迴歸分析表…………82 表4-17情境二禮品體 驗對於關係品質之滿意迴歸分析表…………85 表4-18情境二禮品體驗對於關係品質之信賴迴歸分析表…………85 表4-19情 境二禮品體驗對於關係品質之承諾迴歸分析表…………85 表4-20情境一研究結果與假設彙整表………
…86 表4-21情境二研究結果與假設彙整表………87 REFERENCES
中文部分: 1.王文靜(1999)。人山人海，聯電包下中山足球場發贈品。商業週刊，第600期，第79頁。 2.方世榮譯，Egan, J.原著(2002)。關 係行銷初版。台北市:五南。 3.吳欣穎(2000)。企業導入顧客關係管理之研究。國立台北大學企管研究所碩士論文，未出版，台北市。 4.
季延平(1999)。認清CRM 的真貌。0&1 Byte，57-61。 5.洪順慶:一對一獲取顧客終身價值(1995，12月21日)。工商時報，33版。 6.涂元 瀚(2002)。送禮行為中贈人與贈己心理現象之解析，台灣科技大學企業管理學系碩士論文，未出版，台北市。 7.張冰(2002)。贈品，給消 費者一個購買誘因。突破雜誌，208，97-100。 8.陳文華(2000)。顧客關係管理成功的關鍵:高品質的顧客資料。能力雜誌，278，132-135
。 9.曾光華(1995)。顧客資料庫與關係行銷。第二屆中小企業管力研討會論文集(下)。台北:經濟部中小企業處。 10.黃俊郎(1993)。禮儀之 邦的寶典-禮記。台北:黎明文化。 11.黃奕瑛(2001)。金融業導入顧客關係管理之關鍵成功因素探討。國立台北大學企業管理研究所碩士 論文，未出版，台北市。 12.黃麗君、黃俊英、韓必忠(2005)。消費者商業贈品因應策略研究。台北:國科會計畫研究報告。 13.葛樹 人(1996)。心理測驗學三版。台北:桂冠。 14.楊德勝(2000)。網際網路關係行銷之探討－以證券業為例。國立政治大學企業管理研究所碩 士論文，未出版，台北市。 15.經濟部商業司(2000)。1999年度台灣顧客關係管理運用現狀調查報告。電子商務導航，2(13)。 16.遠擎管 理顧問公司(ARC)(1999)。台北:顧客關係管理深度解析。遠擎管理顧問公司，115。 17.盧坤利(2000)。台灣地區企業採用顧客關係管理系 統之影響因素研究。台灣大學商學研究所碩士論文，未出版，台北市。 18.劉昌憫(1999)。CRM山雨欲來。0&1 Byte，32-37。 19.藤田憲 一(2002)。簡單易懂！CRM Customer Relationship Management。和昌出版社。 20.Frederick Newell著；季晶晶譯(2003)。顧客大反擊—顧 客主導關係取代顧客關係管理。台北:商智文化。 21.NCR(1999)。整合企業經營策略與顧客關係管理。電子化企業:經理人報告，20-25。
22.Ott, J (1999)。台灣第一界『顧客關係管理研討會』之專題演講:成功的發展及執行持續性的關係行銷。電子化企業:經理人報告，3
，26-30。 英文部分: 1.Adler, N. J., & Graham, J. L. (1989). Cross-cultural interaction: The international comparison fallacy. Journal of International Business Studies, 15, 515-537. 2.Anderson, J. C. & James A. N. (1990). A model of distribution firm and manufacturer firm working partnerships. Journal of Marketing, 54, 42-58. 3.Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science,12(2), 125-143. 4.Anderson, E. W., Fornell, Claes, & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from sweden. Journal of Marketing, 58(3), 53-66. 5.Alex (1999). Winning CRM strategies. ABA
BANKING JOURNAL, 54-66. Armstrong, G., & Kolter, P. (2000). Marketing: An Introduction (5th ed.). New Jersey: Prentice Hall. 6.Annamma, J., & Sherry, J. F. (2003). Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of Consumer Research, 30(2), 259. 7.Beals, R. (1970). Gifting, reciprocity, savings and credit in peasant oaxaca. Southwestern Journal of
Anthropology, 26(3), 231-241. 8.Belk, R.W. (1976). It’s the thought that counts: A signed diagraph of gift giving. Journal of Consumer Research, 3, 155-162. 9.Belk, R. W. (1979). Gift-giving behavior. In Research in Marketing, 2, 95-126. 10.Berry, L. L. (1983). Relationship marketing: In emerging perspectives on services marketing, Eds. Leonard L. Berry, G. Lynn Shostack, and Gregory Upah. Chicago, IL: American Marketing Association, 25-28. 11.Berry, L., & Parasuraman, A. (1991). Marketing service-competing through quality. New York: Free Press. 12.Belk, R. W., &
Coon, G.S. (1993). Gift giving as gapic: An alternative to the exchange paradigm based on dating experience. Journal of Consumer Research, 20, 393-417. 13.Berry, L. L. (1995). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. 14.Bitner, M.J. (1995). Building service relationships: It's all about promises. Journal of Academy of Marketing Science, 23, 246-252. 15.Blattbery, R. C., & Deighton, J. (1996). Managing marketing by the customer equity test. Harvard Business Review, 136-144.
16.Bagozzi, Richard P., & Youjae Yi (1998). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. 17.Bhatia, A. (1999). Customer relationship management. 1st ed. 18.Beltramini, R. F. (2000). Exploring the effectiveness of business gifts:
Replication and extension. Journal of Advertising, 16(2), 75-77. 19.Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249. 20.Cohen, J. B., & Goldberg, M. E. (1970). The dissonance model in post-decision product evaluation. Journal of Marketing Research, 7(3), 315-321. 21.Churchill, B. A., & Surprenant, C. (1982) An investegation into the determinant of consumer satisfaction. Journal of marketing Research, 19, 491-504. 22.Cheal, D. (1988). The ritualization of family ties. American Behavioral Scientist, 31(6), 632-644. 23.Copulsky, J. R., & Wolf, M. J. (1990). Relationship marketing: Positioning for the future. Journal of Business Strategy, 16. 24.Crosby, L. A., Kenneth, R. E., & Deborah, C. (1990). Relationship quality in services selling: An interpersonal influence perspective. Jornal of Marketing, 54(2), 68-82. 25.Christopher, Martin, A. P., & Ballantyne, D. (1991). Relationship marketing-bringing quality.
Customer Service and Marketing Together, Butterworth-Heinemann Ltd. 26.Cheal, D. (1996). Gifts in contemporary North American. In C.Otnes
& R.F.Beltramini (Eds.), Gift giving: A research anthology. Bowling Green, OH: Bowling Green State University Popular Press. 27.Christy, Richard, G. O., & Penn, J. (1996). Relationship marketing in consumer markets. Journal of Marketing Management, 12, 175-187. 28.Dwyer, F. R.,
Schurr, P. H., & Oh, S. (1987）. Developing buyer-seller relationships. Journal of Marketing, 51, 11-27. 29.Dorsch, M.J., & Kelley, S.W. (1994).
An investigation into the intentions of purchasing executives to reciprocate vendor gifts. Journal of the Academy of Marketing Science, 22(4), 315-327. 30.England, G.W., & Lee, R. (1974). The relationship between managerial values and managerial success in the United States, Japan, India, and Australia. Journal of Applied Psychology, 59, 411-19. 31.Evans, J. R., ＆ Richard, L. L. (1994). The relationship marketing process: A conceptualization and application. Industrial Marketing Management, 23, 439 -452. 32.Fischer, E., Gainer, B., & Arnold, S.J. (1996). Gift giving and charitable donating: How (dis)similar are they? In C. Otnes & R.F.Beltramini (Eds.), Gift giving: A research anthology. Bowling Green, OH:
Bowling Green State University Popular Press. 33.Gummesson, E. (1987). Marketing-a long-term interactive relationship contribution to a new marketing theory. Marketing Technique Center, Stockholm, Sweden. 34.Gronroos, C. (1990). Relationship approach to marketing in service context: The marketing and organizational behavior interface. Journal of Business Research, 3-11. 35.Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationship. Journal of Marketing, 59, 1-19. 36.Grunert, S. C., & Juhl, H. J. (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology, 16(1), 39-62. 37.Gummesson, E. (1996). Relationship marketing and imaginary organizations: A synthesis. European journal of marketing, 30(2), 31-44. 38.Godbout, J. T. (1998). The moral of the gift. The Journal of Socio-Economics, 27(4), 557-572. 39.Garbarino, E., & Johnson, M. (1999). The different roles of satisfaction, trust, and commitment in customer relationship. Journal of Marketing, 63, 70-87. 40.Harris, M. (1972). Bah humbug. Natural History, 81(10), 21-25. 41.Hunt, K. H. (1977). CS/D
－Overview and future research direction, conceptualization and measurement of consumer satisfaction and dissatisfaction. Marketing Science Institute. 42.Hennig-Thuran, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 797-764. 43.Ilgen, D. R. (1971). Satisfaction with performances as a function of the initial level of expected performance and the deviation from expectation. Organizational Behavior and Human Performance, 6, 345-361.
44.Jackson, B. B. (1985). Winning and keeping industrial customers, lexington, mass: Lexington Books. 45.Juan, M. (1998). Customer information management: The critical foundation to a CRM strategy. DM Review. 46.Joy, A. (2001). Gift giving in Hong Kong and the continuum of social ties. Journal of Consumer Research, 28(2), 239-256. 47.Peel, J. (2002). CRM: redefining customer relationship management. USA: Elsevier Science. 48.Kluckhoh, C. (1951). Values and value-orientations in the theory of action: An exploration in deffi-nition and classification. Talcott Parsons & Edward Shiis (Eds), Toward a general theory of action. Cambridge, Mass: Harvard University Press. 49.Kaiser, H. F. (1974). An index of factorial simplicity, Psychometrika, 39, 31-36. 50.Kahle, L. R. (1983). Social values and social change: Adaptation to life in America. New York:
Praeger. 51.Kahle L. R., Beatty, S. E., & Homer, P. (1991). Alternative measurement approaches to consumer values: The List of Value (LOV) and Values and Life Style(VALS). Journal of Consumer Research, 13(3), 405-409. 52.Kotler, P. (1992). Marketing’s new paradigm: What’s really happening out there. Planning Review, 20, 51-52. 53.Kotler, P. (2003). Marketing management (11th ed.). Taiwan:Thuwa. 54.Kumar, N., Lisa, K.
S., & Jan-Benedict, E. M. (1995). The effect of supplier fairness on vulnerable resellers,” Journal of Marketing Research, 32, 54-65. 55.Komter, A., & Vollebergh, W. (1997). Gift giving and the emotional significance of family and friends. Journal of Marriage and the Family, 59(3), 747-758.
56.Kalakota, R., & Robison, M. (1999). E-business: roadmap for success(1st ed.).USA:Mary T.O Brien. 57.Keith, R., Sajeev, V., & Brodie, R.
(2003). Measuring the quality of relationship in consumer service: An empirical study. European Journal of Marketing, 37(1-2), 169-196. 58.Levitt, T. (1983). The marketing imagination. New York: The Free Press. 59.Lagace, R. R., Dahlstrom, R., & Grassenheimer, J.B. (1991). The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry. Journal of Personal selling and Sale Management, 11(4), 39-47. 60.Lance, L. （1997）. Supplier relational behavior. An empirical assess. 61.Linoff, L. (1999). The two customer lifecycles. Intelligent Enterprise, 2, 8~13. 62.Larsen, D., & Watson, J. J. (2001). A guide map to the terrain of gift value. Psychology and Marketing, 18(8), 889-906.
63.Mauss, M. (1924). Essai sur la Don, Forme Archaique del, Echange, Annee Sociologique, n.s., 1, 30-186. 64.Moorman, C., Deshpand?, R., &
Zaltman, G. (1993). Factors affecting trust in marketing research relationships. Journal of Marketing, 57, 81-101. 65.Morgan, R. M., & Hunt, S. D.
(1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 20-38. 66.Miller, J. A. (1997). Exploring satisfaction, modifying model, eliciting expectation, posing problems, and making meaningful measurement: In conceptualizations and measurement of consumer satisfaction and dissatisfaction. Ed. H. Keith Hunt. Cambridge, MA: Marketing Science Institute, 72-91. 67.Nunally, J. C. (1978).
Psychomertic theory. New York: McGraw-Hill. 68.Olshavsky, R. W., & Miller, J. A. (1972). Consumer expectations, product performance, and perceived product quality. Journal of Marketing Research, 9(1), 19-21. 69.Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460. 70.Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48. 71.Oliver, R. A. (1996). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill. 72.Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336. 73.Ott, J. (2000). Successfully development and implementing continuous relationship management.
e-Business executive report, 26-30. 74.Peppers, D., & Rogers, M. (1993). The one to one future. Raphael Sagalyn, Inc. 75.Peterson, R.A. (1995).
Relationship marketing and the consumer. Journal of the Academy of Marketing Science, 23, 278-281. 76.Perrien, J., & Richard, L. (1995). The meaning of a marketing relationship: A pilot study. Industrial Marketing Management, 24, 37-43. 77.Rotter, J. (1967). A new scale for the measurement of the interpersonal trust. Journal of Personality, 35, 651-665. 78.Rokeach, M. (1973). The nature of human value. New York:Free Press. 79.Rynning, M. (1989). Reciprocity in a gift-giving situation. Journal of Social Psychology, 129(6), 769-778. 80.Reichheld, F. F., & Sasser, W.
E. (1990). Zero defection: Quality comes to services. Harvard Business Review, 301-307. Robbins, S.P. 1993). Organizational behavior: concepts, controversies and applications. N.J.: Prentice-Hall. 81.Reichheld, F. F. (1994). Loyalty-based management. Presentation to National Data and
Lifestyles Summit . 82.Ruth, J. A., Otnes, C., & Brunel, F. (1999). Gift receipt and the reformulation of interpersonal relationships. Journal of Consumer Research, 25, 385-402. 83.Schwartz, B. (1967). The social psychology of the gift. The American Journal of Sociology, 73(1), 1-11.
84.Shurmer, P. (1971). The gift game. Neo Society, 18(482), 1242-1244. 85.Sherry, JR., & John, F. (1983). Gift giving in anthropological. Journal of Consumer Research, 10(2), 157-169. 86.Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22, 159-170. 87.Shani, D., & Chalasani, S. (1992). Exploiting niches using relationship marketing. Journal of Consumer Marketing, 9(3), 33-42. 88.Sherry, J. F., McGrath, M. A., & Levy, S. J. (1993). The dark side of the gift. Journal of Business Research, 28, 225-244. 89.Storbacka, K., Strandvik, T., & Gronroos, C. (1994). Management customer relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management, 5(6), 21-38. 90.Sheth, J. N., Gardner, D. M. & Garrett, D. E. (1994). Marketing Theory: Evolution and Evaluation. New York: wiley. 91.Sheth, J. N., & Parvatiyer, A. (1995). Relationship marketing in consumer markets:
Antecedents and consequences. Journal of the Academy of Marketing Science, 255-271. 92.Stone, M., & Woodcock, N. (1996). Relationship marketing. Kogan Page Ltd. 93.Smith, J. B. (1998). Buyer-seller relationships: Similarity, relationship management, and quality. Psychology &
Marketing, 15(1), 3-21. 94.Shim, S., & Estlick, M. A. (1998). The hierarchical influence of personal values on mall shopping attitude and behavior.
Journal of Retailing, 74(1), 139-160. 95.Sharma, A., Tzokas, N., Saren, M., & Kyziridis, P. (1999). Antecedents and consequences of relationship marketing: Insights from business service salespeople. Industrial Marketing Management, 28(6), 601-611. 96.Tse, D. K., & Wilton, P. C. (1988).
Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 15, 204-212. 97.Thomas, M. J. (2000). Commentary princely thoughts on Machiavelli: marketing and management. European Journal of Marketing, 34, 524-37. 98.Vinson, E.E., J.E.Scott &
L.M.Lamont (1977). The role of personal values in marketing and consumer behavior. Journal of Marketing, 44-50. 99.Weaver, D., & Brickman, P.
(1974). Expectancy, feedback and disconfirmation as independent factor in outcom satisfaction. Journal of Personality and Social Psychology, 30, 420-428. 100.Williams, J. D., Han, S. L. & Qualls, W. J. (1998). A conceptual model and study of cross-cultural business relationships. Journal of Business Research, 42, 135-143. 101.Yan, Y. (1996). The flow of gifts: Reciprocity and social networks in a chinese village, Stanford. CA: Standford University Press.
