關係聯結、信任與轉換成本對忠誠度的影響：以性別為干擾變數

The Effect of Relational Bonds, Trust, and Switching Costs on Loyalty: The Moderating Role of Gender

10.6295/TAMJ.202408_24(2).0001

蘇瑞蓮(Jui-Lien Su)；李奇勳(Chi-Hsun Lee)；陳嬿伊(Etta Y. I. Chen)

關係行銷 ； 關係聯結 ； 轉換成本 ； 信任 ； 性別 ； relationship marketing ； relational bonds ； switching costs ； trust ； gender

台灣管理學刊

24卷2期（2024 / 08 / 01）

1 - 28

繁體中文;英文

本研究將轉換成本納入關係聯結、信任和忠誠度的模式中，並探討性別的干擾效果。問卷調查蒐集有效樣本318份，以結構方程模型（structural equation modeling，SEM）進行模式驗證，結果發現：一、關係聯結會促進轉換成本：財務聯結會增加財務轉換成本、社會聯結會增加關係轉換成本、結構聯結會增加程序轉換成本；二、三個關係聯結有助於建立顧客信任感；三、信任感和知覺的轉換成本都會正向影響忠誠度；四、性別會干擾關係聯結與信任的關係。文中並針對研究發現提出管理意涵供經營者參考。

This study first integrates switching costs into the model of relational bonds, trust and loyalty in order to understand how the three strategic types of relational bonds form the loyalty through the trust and perception of switching costs of customer, and discuss the moderating role of gender. The results show that: (1) Relational bonds positively affect switching cost: financial bonds have positive effects on financial switching costs, social bonds have positive effects on relationship switching cost, and structural bonds have positive effects on procedure switching cost; (2) These three types of relational bonds have positive effects on trust; (3) Trust and switching costs have positive effects on loyalty; (4) Gender moderates the relationship between the relational bonds and trust. The application of financial bonds and structural bonds to the male consumer contributes more effect of trust than female consumer. And the effect of the applying social bonds to the female consumer is better than male consumer. Finally, the implications of management from this research for marketing practitioners are suggested.