個人化服務對直銷產業顧客忠誠度影響之研究

The Effects of Personalized Service on Customer Loyalty-An Empirical Study of Direct Selling Industry

10.29950/JHKUM.200307.0007

王昭雄(Jau-Shyong Wang)；陳得發(Robert Der-Fa Chen)

個人化服務 ； 客戶關係管理 ； 顧客滿意度 ； 顧客忠誠度 ； Personalized Service ； Customer Relationship ； Customer Satisfaction ； Customer Loyalty

興國學報

2期（2003 / 07 / 01）

99 - 117

繁體中文

直銷是一種以人對人為主的產品或服的銷售方式。對此產業而言，滿足顧客的需求、提高顧客忠誠度是非常重要的。因此了解顧客的需求，提供完善個人化服務、開發潛在的顧客市場，是直銷產業的當務之急。本研究利用因素分析、相關分析和單因子變異數分析，以直銷商品使用者做調查分析，探討個人化服務對直銷商品的使用者忠誠度之差異，及影響直銷商品使用者忠誠度之因素。實證結果發現受測者在使用者滿意度、目前忠誠度上有顯著性差異，個人化服務能有效提高直銷客戶之忠誠度。直銷商品使用者特性、性別等因素對於提供個人化服務後之忠誠度有正向影響關係。

Direct Selling (OS) is the sale of a consumer product or service, person-to-person. It is important for the OS industry to satisfy customer demand and to approach customer loyalty. Thus, the urgent matters of the moment are to meet every need of customer, to supply personalized service fully and to promote the potential market. This study using the statistical methods of factor analysis, Pearson correlation and one way ANOVA analysis to measure the differences between personalized service and customer loyalty and to find the affecting factors on customer loyalty. The empirical study finds that there is significant difference between customer satisfaction and customer loyalty. Providing personalized service can enhance customer loyalty. There is positive relation between the characteristics of users' gender, personalized service and customer loyalty.

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1. 魏慎萱,樊祖燁,趙麗萍,黃詩云(2023)。國際雙向代購平臺設計與行銷之研究。管理資訊計算，12(1)，218-233。