题名

服務業顧客知覺關係狀態與未來關係發展之研究

并列篇名

The Relationship between Service Customer's Perceived Relationship Status and the Development of Future Intention

DOI

10.6656/MR.2005.24.4.CHI.127

作者

練乃華(Nai-Hwa Lien)；高淑鑾(Shu-Luan Kao)

关键词

滿意度 ； 依賴 ； 信任 ； 承諾 ； 未來往來意願 ； satisfaction ； dependence ； trust ； commitment ； future intention

期刊名称

管理評論

卷期/出版年月

24卷4期（2005 / 10 / 01）

页次

127 - 143

内容语文

繁體中文
中文摘要

本研究探討服務業顧客知覺的關係狀態對未來關係發展的影響，以某一商業銀行的公司戶為研究對象，將滿意度與依賴作為決定關係狀態的變數，信任、承諾及未來往來意願作為關係發展之變數，建立整合性的模型架構。研究結果顯示：(1)顧客對銀行服務人員的滿意度愈高，對銀行組織與服務人員的信任也隨之增加，同時會產生情感承諾，提昇未來繼續往來的意願。(2)顧客對銀行組織及核心服務知覺的滿意與依賴程度，對於顧客對銀行的信任與建立計算承諾有正面影響。(3)信任與情感承諾均會直接且正向地影響未來往來意願，表示信任和承諾是穩固雙方關係的關鍵因素。
英文摘要

This study examines the effects of customer's perceived relationship status on development of future intention in banking industry. An integrated model is proposed, in which measures of relationship status are satisfaction and dependence, and that of future relationship development are trust, commitment, and future intention. Data collected from a survey of the corporate customers of a commercial bank are used to test the model. The results indicate that (1) satisfaction with service personnel leads to trust in bank, trust in bank employees, affective commitment, and greater level of future intention; (2) satisfaction with service organization and core service, as well as dependence, has positive influence on trust in bank and calculative commitment; (3) Trust and affective commitment have direct effects on future intention, implying that trust and commitment are key factors in a stable relationship.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. Andaleep, S. S.(1996).An Experimental Investigation of Satisfaction and Commitment in Marketing Channel: The Role of Trust and Dependence.Journal of Retailing,72,77-93.
  2. Anderson, J. C.,J. A. Narus(1990).A Model of Distrubutor Firm and Manufacture Firm Working Relationships.Journal of Marketing,54(1),42-58.
  3. Athanassopoulos, A. D.(1997).Customer Satisfaction and Client Type Differentials: Evidence from the Greek Banking Industry.Proceedings of the 26(superscript th) EMAC Conference.
  4. Baldinger, A. L.,J. Rubinson(1996).The Jeopardy in Double Jeopardy.Journal of Advertising Research,37-49.
  5. Bendapudi N.,L. L. Berry(1997).Customers` Motivations for Maintaining Relationships with Serice Providers.Journal of Retailing,73(1),15-37.
  6. Bergen, M.,S. Dutta,O. Walker(1992).Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories.Journal of Marketing,56,1-24.
  7. Berry, L. L.(1983).Emerging Perspectives on Service Marketing.Chicago, IL:American Marketing Association.
  8. Bettencourt, L. A.(1997).Customer Voluntary Performance: Customers as Partners in Service Delivery.Journal of Retailing,73(3),383-406.
  9. Bloemer, J.,G. Odekerken-Schroder(2002).Store Satisfaction and Store Loyalty Explained by Customer-and Store-Related Factors.Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,15,68-80.
  10. Bove, L. L.,L.W. Johnson(2001).Customer Relationship with Service Personnel: Do We Measure Closeness, Quality, or Strength?.Journal of Business Research,54,189-197.
  11. Chaudhuri, A.,M. B. Holbrook(2001).The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.Journal of Marketing,65,81-93.
  12. Crosby, L. A.,N. Stephens(1987).Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry.Journal of Marketing Research,24,404-411.
  13. Crosby, L.A.,K. R. Evans,D. Cowles(1990).Relationship Quality in Services Selling: An Interpersonal Influence Perspective.Journal of Marketing,54(3),68-81.
  14. Das, T. K.,B. S. Teng(1998).Between Trust and Control: Developing Confidence in Partner Cooperation in Alliances.Academy of Management Review,23(3),491-512.
  15. Dekimpe, M. G.,J-B E. M. Steenkamp,M. Mellers,P. V. Abeele(1997).Decline and Variability in Brand Loyalty.International Journal of Research in Marketing,14(5),405-420.
  16. Dick, A. S.,K. Basu(1994).Customer Loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22(2),99-113.
  17. Doney, P. M.,J. P. Canno(1997).An Examination of the Nature of Trust in Buyer-Seller Relationships.Journal of Marketing,61,35-51.
  18. Dorsch, M. J.,S. R. Swanson,S. W. Kelley(1998).The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers.Journal of the Academy of Marketing Science,26(2),128-142.
  19. Dwyer, F. R.,P. H. Schuur,S. Oh(1987).Developing Buyer-Seller Relationships.Journal of Marketing,52,21-34.
  20. Emerson, R. M.(1962).Power-dependence Relations.American Sociological Review,27,6-21.
  21. Fornell, C.(1992).A National Customer Satisfaction Barometer: The Swedish Experience.Journal of Marketing,56,6-21.
  22. Frazier, G. L.(1983).Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective.Journal of Marketing,47,68-78.
  23. Ganesan, S.(1994).Determinants of Long-Term Orientation in Buyer-Seller Relationships.Journal of Marketing,59,1-19.
  24. Garbarino, E.,M. Johnson(1999).The Different Roles of Satisfaction, Trust and Commitment for Relational and Transactional Consumers.Journal of Marketing,63,70-87.
  25. Gassenheimer, J. B.,F. S. Houston,C. J. Davis(1998).The Role of Economic Value, Social Value, and Perceptions of Fairness in Interorganizational Relationship Retention Decisions.Journal of the Academy of Marketing Science,26(4),322-337.
  26. Geyskens, I.,J-B.E.M. Steenkamp,L. K. Scheer,N. Kumar(1996).The Effects of Trust and Interdependence on Relationship Commitment: A Trans-Atlantic Study.International Journal of Research in Marketing,51,303-318.
  27. Hayduk, L. A.(1987).Structural Equation Modeling with LISREL: Essentials and Advances.Baltimore, MD:John Hopkins University Press.
  28. Joreskog, K. G.,D. Sorbom(1996).LISREL 8: User`s Reference Guide.Chicago, IL:Scientific Software International, Inc..
  29. Keith, J. E.,D. W. Jackson, Jr.,L. A. Crosby(1990).Effects of Alternative Type of Influence Strategies Under Different Channel Dependence Structures.Journal of Marketing,54,30-41.
  30. Konovsky, M. A.,R. Cropanzano(1991).Perceived Fairness of Employee Drug Testing as a Predictor of Employee Attitudes and Job Performance.Journal of Applied Psychology,76,689-707.
  31. Kumar, N.,J. D. Hibbard,L. W. Stern(1994).The Nature and Consequences of Marketing Channel Intermediary Commitment.Marketing Science Institute.
  32. Kumar, N.,L. K. Scheer,J-B.E.M. Steenkamp(1995).The Effects of Perceived Interdependence on Dealer Attitudes.Journal of Marketing Research,32,348-356.
  33. Lassar, W. M.,C. Manolis,R.D. Winsor(2000).Service Quality Perspectives and Satisfaction in Private Banking.Journal of Services Marketing,14(3),244-271.
  34. Moorman, C.,R. Deshpanede,G. Zaltman(1993).Factors Affecting Trust in Market Research Relationships.Journal of Marketing,57,81-101.
  35. Morgan, R. M.,S. D. Hunt(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58,20-38.
  36. Niehoff, B. P.,R. H. Moorman(1993).Justice as a Mediator of the Relationship Between Methods of Monitoring and Organizational Citizenship Behavior.Academy of Managerial Journal,36(3),527-556.
  37. Noordewier, T. G.,G. John,J. R. Nevin(1990).Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships.Journal of Marketing,54,80-93.
  38. Oliver R. L.(1999).Whence Consumer Loyalty?.Journal of Marketing,63,33-44.
  39. Oliver R. L.(1997).Satisfaction: A Behavior Perspective on the Consumer.New York:McGraw-Hill.
  40. Perriern, J.,S. Paradis,P. M. Banting(1995).Dissolution of a Relationship: The Salesforce Perception.Industrial Marketing Management,24,317-327.
  41. Ravald, A.,C. Gronroos(1996).The Value Concept and Relationship Marketing.European Journal of Marketing,30(2),19-30.
  42. Reichheld, F.F.,W. E. Sasser(1990).Zero Defection: Quality Comes to Services.Harvard Business Review,30,105-111.
  43. Rooter, J. B.(1967).A New Scale for the Measurement of Interpersonal Trust.Journal of Personality,35(4),651-665.
  44. Selnes, F.(1993).An Examination of Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty.European Journal of Marketing,27,19-35.
  45. Shemwell, D. J.,J. J. Cronin,W. R. Bullard(1994).Relational Exchange in Services: An Empirical Investigation of Ongoing Customer Service-Provider Relationships.International Journal of Service Industry Management,5(3),57-68.
  46. Sirdeshmukh, D.,J. Singh,B. Sabol(2002).Consumer Trust, Value, and Loyalty in Relational Exchanges.Journal of Marketing,66,15-37.
  47. Swan, J. E.,M. R. Bowers,L. D. Richardson(1999).Customer Trust in the Salesperson: An Integrative Review and Meta-Analysis of the Empirical Literature.Journal of Business Research,44(2),93-107.
  48. Too, L. H. Y.,A. L. Souchon,P. C. Thirkell(2001).Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration.Journal of Marketing Management,17(3-4),287-319.
  49. Westbrook, R. A.(1984).Sources of Consumer Satisfaction with Retail Outlets.Journal of Retailing,57(3),68-85.
  50. Wetzels, M.,K. d. Ruyter,M. v. Birgelen(1998).Marketing Service Relationship: The Role of Commitment.Journal of Business and Industrial Marketing,13(4/5),406-423.
  51. Zeithaml, V. A.,L. L. Berry,A. Parasuraman(1996).The Behavioral Consequences of Service Quality.Journal of Marketing,60,31-46.
  52. Zeithaml, V. A.,M. J. Bitner(2000).Services Marketing: Integrating Customer Focus Across the Firm.New York:McGraw-Hill Higher Education.
  53. 方世榮、黃美卿(2001)。銀行業關係價值－忠誠度模式之實證研究。輔仁管理評論，8(2)，47-72。
  54. 王居卿(1998)。服務業品質評量準則之探討：以中美兩國銀行業比較爲例。第四屆服務管理研討會，台北:
  55. 鄭仁偉、林進財、邵琳(1998)。台灣汽車產業行銷通路成員信任－承諾模式實證研究。交大管理學報，18(2)，143-169。
被引用次数
  1. 李其容、池文海(2006)。顧客動機對關係維繫之影響。行銷評論，3(4)，423-445。
  2. 林政佑、林俊昇、周恩頤(2016)。服務體驗管理：亞洲文獻回顧與未來研究方向。臺大管理論叢，26(2)，303-352。
  3. 汪美伶(2015)。服務氣候、顧客導向行為與顧客情感承諾關聯性之探討。人力資源管理學報，15(1)，27-54。
  4. 謝明倫,丁學勤(2012)。教師對主管的滿意度、信任與承諾之間的關係：各種理論模式之比較。教育研究與發展期刊，8(4)，175-204。
  5. 顏財發(2009)。影響都市型休閒農場遊客轉換意圖因素之研究。運動休閒餐旅研究，4(3)，1-14。
  6. 顏財發、劉修祥(2009)。都市型休閒農場遊客忠誠度決定因素之探討：關係品質的中介。餐旅暨家政學刊，6(2)，77-103。
  7. 張書豪(2010)。顧客自發公民行為：個人對商店與銷售人員之多層次分析。商略學報，2(2)，125-140。
  8. 祝道松、洪晨桓、邱展謙、池文海(2007)。知覺關係(Guanxi)量表之發展。管理評論，26(1)，47-70。
  9. (2007)。平價比薩連鎖店市場區隔及其消費行為之研究－以50元比薩焗烤美食專賣店為例。德明學報，29，23-40。
print cancel