题名

網路企業關係結合方式與顧客滿意度之關係：不同知覺價格下之分析

并列篇名

Relationship between Relational Bonds and Customer Satisfaction on Internet: A Study across Various Price Conscious Customers

DOI

10.6226/NTURM2006.16.2.51

作者

陳怡伶(Yi-Ling Chen)；丘宏昌(Hung-Chang Chiu)；謝依靜(Yi-Ching Hsieh)；張文華(Wen-Hua Chang)

关键词

關係行銷 ； 關係結合方式 ； 顧客滿意度 ； relationship marketing ； relational bonds ； customer satisfaction

期刊名称

臺大管理論叢

卷期/出版年月

16卷2期（2006 / 06 / 01）

页次

51 - 71

内容语文

繁體中文
中文摘要

本研究主要目的，為探討電子商務關係結合方式對顧客整體滿意度的影響，是否會隨著顧客知覺價格的不同，而產生顯著的差異。由於電子商務改變了企業間的競爭模式。再加上過去研究曾指出實行關係行銷有助於企業累積競爭力，因為維繫舊客戶不但可增加企業的利潤亦可降低企業的成本。因此本研究最後歸納出兩個主要的研究發現。第一、對整體顧客而言，實施財務性與結構性關係行銷結合策略對網路顧客整體滿意度有正向影響，但是社會性結合方式影響不顯著。第二、對知覺價格低者實行財務性、社會性、結構性的關係行銷結合方式均有效，但對於知覺價格高者只有施行結構性結合方式才有效。
英文摘要

The objective of this paper is to examine the relationship between the relational bonds of the e-commerce and the consumers' overall satisfaction across customer perceptions of the prices on products. Apparently, e-commerce changes the ways of competition. Based on the past researches, administering relationship marketing is important to cultivate competitiveness since holding existing customers increases profit and decreases cost for enterprises. In this paper, two major results are showed. First, the financial and the structural bonds have positive impacts on online shoppers' satisfaction; however, the social bond does not. Second, when the customers who perceive lower price of products, the financial, social and structural bonds are helpful in improving their satisfaction; on the other hand, for the customers who perceive higher price of products, only structural bond is helpful to strengthen their overall satisfaction.
主题分类 基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
参考文献
  1. Armstrong, G.,Kotler, P.(2000).Marketing: An introduction.Upper Saddle River, NJ:Prentice Hall.
  2. Baylis, K.,Perloff, J. M.(2002).Price dispersion on the internet: Good firms and bad firms.Review of industrial organization,21(3),305-324.
  3. Bendapudi, N.,Berry, L. L.(1997).Consumer' motivations for maintaining relationships with service provides.Journal of retailing,73(1),15-37.
  4. Berry, L. L.(1995).Relationship marketing of services-growing interest, emerging perspectives.Journal of the academy of marketing Science,23(4),236-245.
  5. Berry, L. L.,L. Berry(Eds.),G. L. Shostack(Eds.),G. D. Upah(Eds.)(1983).Emerging perspectives on services marketing.Chicago, IL:American Marketing Association.
  6. Berry, L. L.,Parasuraman, A.(1991).Marketing service-competing through quality.New York:The Free Press.
  7. Bollen, K. A.(1989).Structural equations with latent variables.New York:John Wiley.
  8. Chang, T. Z.,Wildt, A. R.(1994).Price, product information, and purchase intention: An empirical study.Journal of the academy of marketing science,22(1),16-27.
  9. Chen, I. J.,Gupta, A.,Ron, W.(1994).A study of price and quality in service operations.International journal of service industry management,5(2),23-33.
  10. Churchill, G. A.,Surprenant, C.(1982).An investigation into the determinants of consumers satisfaction.Journal of marketing research,19(4),491-504.
  11. Clemens, E. K.,Hann, Il-Horn,Hitt, L. M.(1998).Price dispersion and differentiation in online travel: An empirical estimation.Management science,48(4),534-549.
  12. Cohen, J.,Cohen, P.(1983).Applied multiple regression/correlation analysis for the behavioral science.Hillsdale, NJ:Erlbaum.
  13. Costa, R T.,McCrae, R. R.(1985).The NEO-personality inventory manual.Odessa, FL:Psychological Assessment Resources.
  14. Crosby, L. A.,Stephens, N.(1987).Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry.Journal of marketing research,24(4),404-411.
  15. Daripa, A.,Kapur, S.(2001).Pricing on the Internet.Oxford review of economic policy,17(2),202-216.
  16. Day, C. S.(2000).Managing market relationships.Journal of the academy of marketing science,28(1),24-30.
  17. De Young, B. R.(1986).Ohio, U.S.A.,The Union for Experimenting Colleges and Universities.
  18. Delbecq, A. L.,Van de Ven, A. H.,Gustafson, D. H.(1975).Group techniques for program planning: A guide nominal group and Delphi processes.Glenview, Illinois:Scott Foresman.
  19. Donney, P. M.,Cannon, J. P.(1997).An examination of the nature of trust in buyer-seller relationships.Journal of marketing,61(2),35-51.
  20. Drolet, A. L.,Morrison, D. G.(2001).Do we really need multiple-item measures in service research.Journal of service research,3(3),196-204.
  21. Engel. J. F.,Blackwell, R. D.,Miniard, P. W.(1993).Consumer behavior.Orlando, FL:The Dryden Press.
  22. Espinoza, M. M.(1999).Assessing the cross-cultural applicability of service quality measure: A comparative study between Quebec and Peru.International journal of service industry management,10(5),449-468.
  23. Feinberg, R.,Kadam, R.(2002).E-CRM web service attributes as determinants of customer satisfaction with retail web sites.International journal of service industry management,13(5),432-451.
  24. Fornell, C.,Larcker, D.(1981).Evaluating structure equations models with unobservable variables and measurement error.Journal of marketing research,18(1),39-50.
  25. Garbarino, E.,Johnson, M. S.(1999).The different roles of satisfaction, trust, and commitment in customer relationships.Journal of marketing,63(2),70-87.
  26. Gassenheimer, J. B.,Ramey, R.(1994).The impact of dependence on denier satisfaction: A comparison of reseller-supplier relationships.Journal of retailing,70(3),253-266.
  27. Gengler, C. E.,Leszczyc, P.,Popkowski, T. L.(1997).Using customer satisfaction research for relationship marketing: A direct marketing approach.Journal of direct marketing,11(1),23-29.
  28. Geyakens, I.(1998).Generalizations about trust in marketing channel relationships using meta-analysis.International journal of research in marketing,15(3),223-248.
  29. Griffin, J.(1995).Customer loyalty: How to earn it, how to keep it.New York:Lexington Books.
  30. Gwinner, K. P.,Gremler, D. D.,Bitner, M. J.(1998).Relational benefits in service industries: The customer's perspective.Journal of the academy of marketing science,26(2),101-114.
  31. Hsieh, Y. C.,Lin, N. P.,Chiu, H. C.(2002).Virtual factory and relationship marketing: A case study of Taiwan Semiconductor Manufacturing Company.International journal of information management,22(2),109-126.
  32. Janda, S.,Trocchia, P. J.,Gwinner, K. P.(2002).Consumer perceptions of internet retail service quality.International journal of service industry management,13(5),413-431.
  33. Janoff, B.(2000).Click and stick.Progressive grocer,79(2),61-64.
  34. Johnson, J. L.(1999).Strategic integration in industrial channels: Managing the interfirm relationship as a strategic asset.Journal of the academy of marketing science,27(1),4-18.
  35. Johnson, R. A.,Wichern, D. W.(1992).Applied multivariate statistical analysis.Englewood Cliffs, NJ:Prentice Hall.
  36. Kolsaker, A.,Payne, C.(2002).Engendering trust in c-commerce: A study of gender-based concerns.Marketing intelligence and planning,20(4/5),206-214.
  37. Korgaonkar, P. K.,Wolin, L. D.(1999).A multivariate analysis of web usage.Journal of advertising research,39(2),53-68.
  38. Kotler, P.(1993).Marketing management: Analysis planning and control.Englewood Cliffs, NJ:Prentice Hall.
  39. Kotler, P.,Levy, S. J.(1969).Broadening the concept of marketing.Journal of marketing,33(1),10-15.
  40. LaBarbera, P. A.,Mazursky. D.(1983).A longitudinal assessment of consumer satisfaction/dissatisfaction: The dynamic aspect of the cognitive process.Journal of marketing research,20(4),393-404.
  41. Lee, H. G.(1998).Do electronic marketplaces lower the price of goods.Communications of the ACM,41(1),73-80.
  42. Lehmann, E. E.(2003).Pricing behavior on the WEB: Evidence from online travel agencies.Empirica,30(4),379-387.
  43. Lemon, K. N.,White, T. B.,Winer, R. S.(2002).Dynamic customer relationship management: Incorporating future considerations into the service retention decision.Journal of marketing,66(1),1-14.
  44. Lin, N. P.,Weng, James C. M.,Hsieh Y. C.(2003).Relational bonds and customer's trust and commitment: A study on the moderating effects of web site usage.The service industries journal,23(3),103-124.
  45. Lovelock, C. H.(1994).Product plus: How product+service.New York:McGraw-Hill.
  46. Mann, H.,Oliver, R. L.(1993).Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction.Journal of consumer research,20(3),451-466.
  47. McConnell, J. D.(1968).The price quality relationship in an experimental setting.Journal of marketing research,5(3),300-303.
  48. Metcalf, L. E.,Frear, C. R.,Krishnan, R.(1992).Buyer-seller relationships: An application of the IMP interaction model.European journal of marketing,26(2),27-46.
  49. Morris, M. H.,Brunyee, J.,Page, M.(1998).Relationship marketing in practice-myths and realities.Industrial marketing management,27(4),357-371.
  50. Neter, J.,Kutner, M.,Nachtsheim, C.,Wasserman, W.(1996).Applied linear statistical models.Chicago, IL:Irwin.
  51. Nielsen, J. F.(2002).Internet technology and customer linking in Nordic banking.International journal of service industry management,13(5),475-495.
  52. Oliver, R. L.(1997).Satisfaction: A behavioral perspective on the consumer.New York:McGraw-Hall.
  53. Oliver, R. L.(1999).Whence consumer loyalty.Journal of marketing,963,33-44.
  54. Palmer, A. J.(1995).Defining and evaluating the dimensions of relationship marketing: An exploratory study.World marketing congress,7(3),12-130.
  55. Peltier, J. W.,Westfall, J. E.(2000).Dissecting the HMO-benefits managers relationship: What to measure and why.Marketing health services,20(2),4-13.
  56. Peppers, D.,Rogers, M.(1993).The one to one future: Building relationships one customer at a time.New York:Doubleday.
  57. Plummer, J. T.(1995).The concept and application of life style segmentation.Journal of marketing,58(5),65-73.
  58. Ran, A. R.,Monroe, K. B.(1989).The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review.Journal of marketing research,26(3),351-357.
  59. Rao, S.,Perry, C.(2002).Thinking about relationship marketing: Where are we now.Journal of business and industrial marketing,17(7),598-614.
  60. Reichheld, F.(1996).Loyalty effect: The hidden force behind growth, profits and lasting value.Cambridge, MA:Harvard Business School Press.
  61. Romano, N. C.,Fjermestad, J.(2002).Electronic commerce customer relationship management: An assessment of research.International journal of electronic commerce,6(2),61-113.
  62. Rust, R. T.,Oliver, R. L.(1994).Service quality: New directions in theory and practice.Thousand Oaks, California:Sage.
  63. Rust, R.,Zahorik, A.(1993).Customer satisfaction, customer retention, and market share.Journal of retailing,69(2),193-215.
  64. Sauer, C.,Burton, S.(1999).Is there a place for department stores on the Internet? Lessons from an abandoned pilot.Journal of information technology,14(4),387-398.
  65. Strauss, J.,Frost, R. D.(2001).E-marketing.Upper Saddle River, NJ:Prentice Hall.
  66. Swan, J. E.,Combs, L. J.(1976).Product performance and consumer satisfaction: A new concept.Journal of marketing,40(2),25-33.
  67. Szymanski, D. M.,Hise, R. T.(2000).E-satisfaction: An initial examination.Journal of retailing,76(3),309-322.
  68. Teas, R. K.,Agarwal, S.(2000).The effect of extrinsic product cues on consumers' perceptions of quality, sacrifice, and value.Journal of the academy of marketing science,28(2),278-290.
  69. Wayland, R. E.,Cole, P. M.(1997).Customer connections: New strategies for growth.Boston, MA:Harvard Business School Press.
  70. 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(2),135-143.
  71. Yi, Y.,V. A. Zeithaml(Ed.)(1990).Review of marketing.Chicago, IL:American Marketing Association.
  72. Zeithami, V. A.,Bitner, M. J.(1996).Service marketing.New York:McGraw-Hill.
  73. 王秀華譯(1996)。忠誠顧客－如何培養、如何保持。台北:朝陽堂。
被引用次数
  1. 陳細鈿、袁穎聰、呂洛宓、王蕙瑜、王宜貞(2013)。知覺價格對知覺品質與滿意度之調節效果研究。休閒產業管理學刊，6(1)，23-49。
  2. 黃銘章、李萍萍(2012)。內部行銷、外部行銷對互動行銷與顧客滿意度間關係干擾效果之研究： 多層次分析模型。中山管理評論，20(2)，637-672。
  3. 黃識銘、余泰魁(2014)。重要客戶管理之關係連結對調適銷售、關係品質與工作滿意之影響。中山管理評論，22(2)，271-322。
  4. 廖建翔、許建隆、張芳凱、李有仁(2017)。資訊管理研究在台灣：歷史回顧與未來展望。臺大管理論叢，27(4)，169-206。
print cancel