顧客關係利益之階層探析：方法目的鏈之應用

Exploring the Hierarchy of Customer Relational Benefits: An Application of Means-End Chain

10.6656/MR.2006.25.1.CHI.95

嚴秀茹(Rebecca Hsiu-Ju Yen)；李有仁(Eldon Y. Li)；蕭丞傑(Cheng-Chieh Hsiao)；李國書(Kuo-Shu Lin)

顧客關係利益 ； 方法目的鏈 ； 價值階層圖 ； Customer relational benefits ； Means-end chain ； Hierarchical value map

管理評論

25卷1期（2006 / 01 / 01）

95 - 119

繁體中文

本研究旨在運用方法目的鏈探析顧客關係利益之階層關係。60位受訪者係來自台灣與中國地區各30位成年人士，年齡介於20歲至50歲，男女比為3: 2。研究結果歸納出顧客關係利益包括三層級：真誠相待、服務周到、掌握顧客資訊、環境親和、商家熟悉與服務內涵清楚等6種關係屬性；客製化服務、選擇簡化、人脈拓展、情誼交流、知識提升、尊榮禮遇、具體利得、風險降低與情報靈通等9種關係結果；尊重需求、安全／保全、和合性、歸屬感、自我成長、務實性與經濟需求等7種關係價值。進一步繪製出華人消費者之顧客關係利益價值階層圖，並且比較二地消費者特性之差異。

The study aims at exploring the hierarchical relationships of customer relational benefits with means-end chain approach. Sixty in-depth interviews were conducted in eastern China and northern Taiwan with 30 usable cases from each region. The respondents aged between 20 and 50 are distributed between the two genders. The results reveal three distinct levels of customer relational benefits. The relationship attributes level consists of six elements: ”sincere treatment from employees”, ”improved service quality”, ”exploiting customer information”, ”affinity with service environment”, ”familiarity with service personnel”, and ”acquaintance with service procedures”. Nine elements are extracted at the relationship consequences level, including ”customization”, ”choice simplification”, ”social network extension”, ”fraternity”, ”knowledge enhancement”, ”special treatment”, ”economic gaining”, ”risk reduction”, and ”information sharing”. Seven elements are derived for the relationship values level, including ”self-esteem”, ”safety/security”, ”interpersonal harmony”, ”belonging”, ”self-enhancement”, ”pragmatism”, and ”being economical”. These elements lead to a hierarchical value map that represents the customer relational benefits in the context of Chinese consumers. The different consumer characteristics in Taiwan and China were also compared.

1. Bagozzi, R.P.(1995).Reflections on Relationship Marketing in Consumer Markets.Journal of the Academy of Marketing Science,23,272-277.
2. Bagozzi, R.P.,P.A. Dabholkar(1994).Consumer Recycling Goals and Their Effect on Decisions to Recycle: A Means-End Chain Analysis.Psychology and Marketing,11,313-340.
3. Barnes, J.G.(2001).Secrets of Customer Relationship Management: It's All About How You Make Them Feel.New York:McGraw-Hill.
4. Bendapudi, N.,L.L. Berry(1997).Customers' Motivations for Maintaining Relationship With Service Providers.Journal of Retailing,73(1),15-37.
5. Berry, L.L.(1995).Relationship Marketing of Services - Growing Interest, Emerging Perspectives.Journal of theAcademy of Marketing Science,23(4),236-245.
6. Berry, L.L.,A. Parasuraman(1991).Marketing Services: Competing Through Quality.New York:The Free Press.
7. Claeys, C.,A. Swinnen,P.A. Vanden(1995).Consumers' Means-End Chains for 'Think' and 'Feel' Products.International Journal of Research in Marketing,12,193-208.
8. Czepiel, J .A.(1990).Service Encounters and Service Relationships: Implications for Research.Journal of Business Research,20,13-21.
9. Denzin, N.K.(1978).The Research Act: A Theoretical Introduction to Sociological Methods.New York:McGraw-Hill.
10. Denzin, N.K.,Y.S. Lincoln(1998).The Landscape of Qualitative Research.London:Sage Publications.
11. Gronroos, C.(1994).From Marketing Mix to Relationship Marketing: Toward a Paradigm Shift in Marketing.Management Decision,32(2),4-21.
12. Gutman, J.(1982).A Means-End Chain Model Based on Consumer Categorization Processes.Journal of Marketing,46,60-72.
13. Gutman, J.(1984).Analyzing Consumer Orientations toward Beverages though Means-End Chain Analysis.Psychology and Marketing,1,23-43.
14. Gwinner, K.P.,D.D. Gremler,M.J. Bitner(1998).Relational Benefits in Services Industries: The Customer's Perspective.Journal of the Academy of Marketing Science,26(2),101-114.
15. Hennig-Thurau, T.,K.P. Gwinner,D.D. Gremler(2002).Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality.Journal of Service Research,4(3),230-247.
16. Hennig-Thurau, T.,K.P. Gwinner,D.D. Gremler,T. Hennig-Thurau (eds.),U. Hansen (eds.)(2000).Relationship Marketing: Gaining Competitive Advantage through Customer Satisfaction and Customer Retention.Berlin:Springer.
17. Heskett, J.L.,W.E. Sasser,L.A. Schlesinger(1997).The Service Profit Chain.New York:The Free Press.
18. Lemon, K.N.,T.B. White,R.S. Winer(2002).Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision.Journal of Marketing,66,1-14.
19. Lincoln, Y.S.,E.G. Guba(1985).Naturalistic Inquiry.Beverly Hills, CA:Sage Publications.
20. Manyiwa, S,Crawford, I(2002).Determining Linkages between Consumer Choices in a Social Context and the Consumer's Values: A Means-End Approach.Journal of Consumer Behavior,2(1),54-70.
21. Morgan, R.M.,S.D. Hunt(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58,20-38.
22. Olson, J.C.,T.J. Reynolds,L. Percy (eds.),A. Woodside (eds.)(1983).Advertising and Consumer Psychology.Lexington, MA:Lexington Books.
23. Overby, J.W.,S.F. Gardial,R.B. Woodruff(2004).French Versus American Consumers' Attachment of Value to a Product in a Common Consumption Context: A Cross-National Comparison.Journal of the Academy of Marketing Science,32(4),437-460.
24. Palmer, A.(1997).Defining Relationship Marketing: An International Perspective.Management Decision,35(4),319-321.
25. Patterson, P.G.,T. Smith(2001).Relational Benefits in Services Industries: A Replication in a Southeast Asian Context.Journal of Services Marketing,15(6),425-443.
26. Peter, J.P.,J.C. Olson(1996).Consumer Behavior and Marketing Strategy.Chicago:Irwin.
27. Pieters, R.,H. Baumgartner,D. Allen(1995).A Means-End Chain Approach to Consumer Goal Structures.International Journal of Research in Marketing,12,227-244.
28. Reynolds, K.E.,S.E. Beatty(1999).Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing.Journal of Retailing,75(1),11-32.
29. Reynolds, T.J.(1985).Implications for Value Research: A Macro vs. Micro Perspective.Psychology and Marketing,2(4),297-305.
30. Reynolds, T.J.,J. Gutman(1988).Laddering Theory, Method, Analysis, and Interpretation.Journal of Advertising Research,28(1),11-31.
31. Reynolds, T.J.,J. Gutman,R. Pitts (eds),A, Woodside (eds)(1984).Personal Values and Consumer Psychology.Lexington, MA:Lexington Books.
32. Rosenberg, M.J.(1956).Cognitive Structure and Attitudinal Affect.Journal of Abnormal and Social Psychology,53,367-372.
33. Sheth, J.N.,A. Parvatiyar(1995).Relationship Marketing in Consumer Markets: Antecedents and Consequences.Journal of the Academy of Marketing Science,23(4),255-271.
34. Sheth, J.N.,B. Mittal,B.I. Newman(1999).Customer Behavior: Customer Behavior and Beyond.Fort Worth:The Dryden Press.
35. ter Hofstede, F.,A. Audenaert,J.E.M. Steenkamp,M. Wedel(1998).An Investigation into the Association Pattern Technique as a Qualitative Approach to Measuring Means-End Chains.International Journal of Research in Marketing,15,37-50.
36. Valette-Florence, P.,B. Rapacchi(1991).Improvements in Means-End Chain Analysis: Using Graph Theory and Correspondence Analysis.Journal of Advertising Research,31,30-45.
37. Zeithaml, V.A.(1988).Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52,2-22.
38. 林祖嘉(2002)。加入WTO對大陸服務業產業結構的影響與衝擊。國家政策論壇，季刊創刊號
39. 蘇建宇(2002)。碩士論文(碩士論文)。元智大學企業管理研究所。

1. 陳宜棻(Yi-Fen Chen);賴靖憲(Jing-Sian Lai)(2021)。以方法目的鏈探討中高齡者使用LINE之因素。電子商務學報。23(2)。119-152。