题名

專案經理關係行銷與服務品質知覺、顧客忠誠度之關聯探討

并列篇名

A Study of the Associations among Relationship Marketing, Customers' Perception of Service Quality and Loyalty

DOI

10.29735/SJEB.200803.0005

作者

謝效昭(Hsiao-Chao Hsieh)；李美玉(Mei-Yu Lee)

关键词

關係行銷 ； 服務品質 ； 顧客忠誠度 ； Relationship Marketing ； Service Quality ； Customer Loyalty

期刊名称

東吳經濟商學學報

卷期/出版年月

60期（2008 / 03 / 01）

页次

133 - 158

内容语文

繁體中文
中文摘要

在學術研究領域，有關關係行銷與顧客服務品質、忠誠度關聯性的議題雖然已有不少，但關係行銷與服務品質恰為企業與顧客互動的兩端，在研究方法上若單從企業或顧客一方進行調查，所得到的結果往往流於主觀，如果可以整合企業與顧客兩者的立場，將會使研究發現更具說服力。本研究以企業端之客服人員及其所服務的客戶為探討對象，研究企業所採行之關係行銷、專案經理的人格特質、顧客感受之服務品質以及顧客忠誠度之關聯，採取配對式問卷調查，分別由專案經理與其服務的客戶填答，結果發現：企業之關係行銷活動與顧客感受之服務品質，兩者有顯著正向關聯；良好的服務品質對顧客忠誠度的提升有顯著正向關聯；專案經理的人格特質，會干擾關係行銷活動與服務品質的關聯性，而干擾的方向性與程度，因不同的人格特質而有差異。
英文摘要

Some of the literatures proved that relationship marketing can increase customers' service quality and loyalty. But most of them were surveyed from either the supply side or the demand side. To improve the survey method, this paper uses matching questionnaires between project manager and customer to survey the associations among relationship marketing, customer's perception of service quality and loyalty. The findings are: the relationship marketing can increases customer's perception of service quality. the service quality perceived by customer can increases customer loyalty, the personality traits of project manager will affects the association between relationship marketing and service quality.
主题分类 社會科學 > 經濟學
社會科學 > 財金及會計學
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被引用次数
  1. 黃湘雄、張睿欣、洪錦墩、何清治(2018)。醫療品質、知覺價值、病患滿意度與忠誠度之相關性探討－以中部某區域醫院門診病患及其親屬為例。醫學與健康期刊，7(1)，17-28。
  2. 駱俊賢、邱道生(2012)。服務品質、關係品質以及顧客生活型態與顧客忠誠度意向關係之實證研究─以國內餐飲業為例。運動休閒餐旅研究，7(4)，82-113。
  3. 鄭雅婷(2014)。學校關係行銷策略與家長忠誠度的相關研究─以一所特偏國中為例。明新學報，40(1)，243-260。
  4. (2021)。以專案管理觀點探討健身房品牌策略形塑。休閒運動管理學刊，7(1)，1-14。
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