顧客關係利益之再探─集體主義的調節效果

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林長慶(Chung-Ching Lin) 查詢紙本館藏

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論文名稱

顧客關係利益之再探─集體主義的調節效果
(Revisit of Customer Relational Benefits─Moderating Effect of Collectivism)

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摘要(中)

顧客關係利益代表顧客與企業維持長期往來可能獲得之利益，然而，過去研究多以西方工業社會的消費者為主，缺乏以華人消費者為對象之研究。本論文有三項主要研究目的。一者，本文以Gwinner et al. (1998)提出之信任利益、社交利益，以及特別待遇利益為基本架構，另加入Hennig -Thurau et al. (2005)所提出之認同利益，以探討顧客關係利益之行銷結果。二者，本文以中國與台灣兩地區之華人為研究對象，瞭解各項顧客關係利益在華人市場中之相對重要性。三者，運用Hofstede (1983)之「個人/集體主義」構面，本文進一步探討顧客關係利益與關係品質之關係，是否受到個別消費者集體主義特性的調節。本文之樣本資料主要取自國科會補助計畫已蒐集之實徵樣本，在台灣地區與大陸地區分別取得454與459位有效樣本，並以迴歸統計模式為主要分析方法。研究結果發現，中國和台灣地區的顧客皆重視認同利益；再者，兩岸在顧客關係利益上最大的差別在社交利益，即中國地區的顧客完全不重視社交利益；最後，不論在中國還是台灣地區，集體主義在調節顧客關係利益和顧客滿意度的關係是部分顯著的，而對顧客關係利益與顧客承諾之關係的調節效果是不存在的。

摘要(英)

Customer relational benefits (CRB) refer to the benefits that customers obtain from maintaining long-term relationships with business. However, prior research has not examined the consequence of CRB for Chinese consumers. This thesis aims to address three research issues. First, in addition to the existing CRBs (confidence benefits, social benefits and special treatment benefits), identity benefit is included as one additional CRB to investigate the consequence of CRB. Second, this study examines the consequence of CRB in two different Chinese consumer groups (China vs. Taiwan). Thirds, this study explores whether “individualism/collectivism” moderates the relationship between CRB and relationship quality. The proposed model was tested with a secondary data set collected for a NSC project, with 454 and 459 valid subject data collected from China and Taiwan, respectively. The results show that identity and confidence benefits are the most important determinant of relationship quality. Second, the major difference found for consumers in China and Taiwan is that social benefit does not have any significant impact on relationship marketing consequence in China. Third, the data provide partial support for the moderating effect of individualism/collectivism. Finally, results were discussed for academic and management implications.

關鍵字(中)

★ 關係行銷結果
★ 集體主義
★ 顧客關係利益
★ 關係品質

關鍵字(英)

★ collectivism
★ relationship marketing outcome
★ relationship quality
★ customer relational benefits

論文目次

目錄
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
二、文獻探討 3
2.1 關係行銷 3
2.1.1 關係行銷的意涵和重要性 3
2.1.2 關係行銷對企業的益處 4
2.2 顧客關係利益 5
2.2.1 關係行銷對顧客的益處 5
2.2.2 顧客關係利益之定義 6
2.2.3顧客關係利益的內容 6
2.3 關係品質 9
2.3.1 關係品質的定義 9
2.3.2 關係品質的衡量指標 10
2.4 關係行銷的結果 11
2.4.1 關係行銷結果的相關研究 11
2.4.2 關係行銷結果之評估指標 11
2.5 國家文化與顧客關係利益 13
2.5.1 國家文化與顧客關係利益之相關研究 13
2.5.2 Hofstede之國家文化構面 14
第三章研究方法 20
3.1 研究變數 20
3.1.1 顧客關係利益 20
3.1.2 關係品質 21
3.1.3 關係行銷結果 21
3.1.4 國家文化構面 21
3.2 資料蒐集與分析方法 22
第四章資料分析與研究結果 23
4.1 基本資料分析 23
4.2 因素分析與信度分析 23
4.2.1 顧客關係利益 24
4.2.2 關係品質 27
4.2.3 關係行銷結果 27
4.2.4 國家文化構面 28
4.3 效度分析 29
4.4 相關分析 32
4.5 迴歸分析 36
4.5.1 顧客關係利益對於關係品質之迴歸分析 36
4.5.2 關係品質對於關係行銷結果之迴歸分析 38
4.5.3 關係品質的中介效果檢定 40
4.5.4 國家文化構面的調節效果檢定 49
4.5.5 研究假說檢定結果整理 52
第五章討論與建議 55
5.1 研究結果與討論 55
5.1.1 顧客關係利益對關係品質 55
5.1.2 關係品質對關係行銷結果 56
5.1.3 關係品質的中介效果 56
5.1.4 個人/集體主義之國家文化構面的調節效果 57
5.2 管理意涵與實務建議 58
5.3 研究限制 59
5.4 未來研究建議 59
六、參考文獻 61
表目錄
表2.1 美、泰兩國在關係利益和關係行銷結果上的差異 14
表2.2 國家文化構面分數統計表 16
表4.1 樣本之基本資料分析 24
表4.2 顧客關係利益之因素分析－中國地區 25
表4.3 顧客關係利益之因素分析－台灣地區 26
表4.4 關係品質之因素分析－中國地區 27
表4.5 關係品質之因素分析－台灣地區 27
表4.6 關係行銷結果之因素分析－中國地區 28
表4.7 關係行銷結果之因素分析－台灣地區 28
表4.8 國家文化構面之因素分析－中國地區 28
表4.9 國家文化構面之因素分析－台灣地區 29
表4.10 本研究各題項之因素負荷量和各構面AVE－中國地區 30
表4.11 本研究各題項之因素負荷量和各構面AVE－台灣地區 31
表4.12 各構面相關係數平方與AVE之比較－中國地區 32
表4.13 各構面相關係數平方與AVE之比較－台灣地區 32
表4.14 各構面之相關分析矩陣－中國地區 34
表4.15 各構面之相關分析矩陣－台灣地區 35
表4.16 顧客關係利益對關係品質之迴歸分析 37
表4.17 關係品質對於關係行銷結果之迴歸分析 39
表4-18 顧客滿意度之中介效果檢測 42
表4-19 顧客滿意度之中介效果檢測 44
表4-20 顧客承諾之中介效果檢測 46
表4-21 顧客承諾之中介效果檢測 48
表4.22 顧客滿意度之階層式迴歸分析 (依變數：顧客滿意度) 50
表4.23 顧客承諾之階層式迴歸分析 (依變數：顧客承諾) 51
表4.24 假說檢定結果 52
表4.25 關係品質之中介效果(H3)檢測結果 53
圖目錄
圖2-1 顧客關係利益之整合性模式 12
圖2.2 國家文化在關係利益和關係行銷結果之間的干擾角色 15
圖2.3 研究架構圖 19
圖4-1 迴歸分析結果－中國地區 54
圖4-2 迴歸分析結果－台灣地區 54

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指導教授

嚴秀茹(Hsiu-Ju Rebecca Yen)

審核日期

2008-7-17

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