關係承諾在服務品質與顧客購後意向之研究--以家電產業為例

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/65088

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Title:	關係承諾在服務品質與顧客購後意向之研究--以家電產業為例
Authors:	陳昱靜;Chen,Yu-Jing
Contributors:	企業管理學系
Keywords:	服務品質;關係承諾;購後意向;service quality;relationship commitment;post-purchase intention
Date:	2014-07-03
Issue Date:	2014-10-15 14:40:03 (UTC+8)
Publisher:	國立中央大學
Abstract:	近年來3C產業蓬勃發展，消費者能透過不同通路管道購買家電產品與比價，使得家電零售通路競爭激烈，銷售通路間紛紛展開價格戰，進而使家電產業面臨微利時代。故為避免陷入價格戰，本研究希望可透過服務來創造與增加企業的競爭優勢，並與現有顧客建立長期的關係，進而增加企業的獲利。因此，本研究從家電零售商角度出發，希望透過服務品質的提升，與顧客建立關係承諾，維持長期的關係，進而保留現有顧客並透過現有顧客的口碑推薦增加新顧客。最後，進而創造買賣雙方雙贏的局面。本研究以實證的方式，針對購買家電的消費者為研究對象發放問卷，總共回收411份有效問。採用結構方程模型來驗證「服務品質」、「關係承諾」、「購後意向」三個潛在變數間的因果關係。研究結果顯示「服務品質」會透過影響「關係承諾」進而影響顧客的「購後意向」。 ;In recent years, with the thriving development of the 3C industry, consumers can purchase household appliances and compare their prices through different channels, which leads to fierce competition among retail channels of household appliances. A price war has been launched among sales channels, and the household appliances industry is now facing an era of meager profit. Therefore to avoid price wars, this study hopes to create and increase the competitive advantages of enterprises through service and to help them establish long-term relationship with their old customers to create a win-win situation for both parties. Thus, this study started from the angle of household appliance retailers in the hope to establish relationship commitment with their customers, maintain their long-term relationship, and obtain new customers through the public praise of old ones by elevating their service quality. Last but not least, this will help enterprises earn profits. With empirical research, this study distributed questionnaires to its study subjects, consumers who purchased household appliances, and 411 valid questionnaires were retrieved. Structural equation modeling (SEM) was adopted to verify the causal relationship of three latent variables, namely “service quality,” “relationship commitment” and “post-purchase intention.” The study showed that “service quality” would influence customers′ “post-purchase intention” by influencing “relationship commitment.”
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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