寬頻網路關係行銷結合類型、服務品質、關係品質與轉換成本對顧客忠誠之影響

The Impacts of Relationship Marketing Bond Types of Broadband Network, Service Quality, Relationship Quality and Switching Cost on Customer Loyalty

10.29698/FJMR.200901.0003

林隆儀(Long-Yi Lin)；徐稚軒(Chih-Hsuan Hsu)；陳俊碩(Chun-Shuo Chen)

關係行銷結合類型 ； 服務品質 ； 關係品質 ； 轉換成本 ； 顧客忠誠 ； relationship marketing bond types ； service quality ； relationship quality ； switching cost ； customer loyalty

輔仁管理評論

16卷1期（2009 / 01 / 01）

37 - 68

繁體中文

本研究旨在探討寬頻網路業者使用的關係行銷結合類型、服務品質及關係品質與轉換成本對顧客忠誠的影響。以台灣北部地區的寬頻網路消費者爲研究對象，採用便利抽樣法蒐集初級資料，共發出429份問卷，收回有效問卷407份，有效問卷回收率爲95%。採用迴歸分析檢定研究假說，實證結果發現：(1)關係行銷結合類型對關係品質與轉換成本有顯著的正向影響，其中皆以結構性連結影響程度最大。(2)服務品質對關係品質有顯著的正向影響。(3)服務品質中的有形性、反應性、保證性、關懷性，對轉換成本皆有顯著的正向影響。(4)關係品質對顧客忠誠有顯著的正向影響。(5)損失績效成本對顧客的行爲忠誠有顯著的正向影響；沉沒成本對顧客的態度忠誠與行爲忠誠都有顯著的正向影響。

This study takes ISP's consumer in north Taiwan as the research target, tries to explore the influence of relationship marketing bond types of broadband network, service quality and relationship quality, switching cost on customer loyalty. The convenience sampling method was used to collect the primary data. A total of 429 questionnaires were distributed, 407 effective samples were collected and the effective response rate was 95%. The regression analysis was used to test the hypothesis. The results were list as follow: (1) Relationship marketing bond types have significant positive influence on relationship quality and switching cost, where the structure bond is the most influencer. (2) Service quality has significant positive influence on relationship quality. (3) Service quality has significant positive influence on switching cost except the reliability. (4) Relationship quality has significant positive influence on customer loyalty. (5) Loss performance cost has significant positive influence on customer behavior loyalty, and sunk cost has significant positive influence on both customer attitude and behavior loyalty.

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