產品類型與實虛通路型態對顧客價值、顧客滿意度與忠誠度之影響

Impact of Product Type and Clicks-and-Mortar Business on Customer Value, Customer Satisfaction and Loyalty

10.30066/JCS.200609.0005

林宜靜(I-Ching Lin)；陳禎祥(Jen-Shiang Chen)；曾倫崇(Lun-Chung Tzeng)

產品類型 ； 實虛通路型態 ； 顧客價值 ； 顧客滿意度 ； 顧客忠誠度 ； Product Type ； Clicks-and-Mortar Business ； Customer Value ； Customer Satisfaction ； Customer Loyalty

顧客滿意學刊

2卷2期（2006 / 09 / 01）

121 - 159

繁體中文

過去企業為了追求利潤，以生產為導向，大量的製造產品再將產品銷售給消費者，殊不知消費者真正的需求為何。然而，現代企業為了網羅更多的顧客，而以顧客為導向，對於所販賣的產品不僅提供客製化的產品或是利用不同型態的通路銷售，來滿足顧客的需求和維持顧客的忠誠度。因此，本研究希望探討顧客在購物時對於不同的產品類型和不同的通路型態是否會有不同的顧客價值。以及探討顧客價值是否會影響顧客滿意度再進而影響顧客忠誠度，或是顧客價值直接影響顧客忠誠度。本研究透過實證的方式，抽取實際有效326個樣本，經向統計分析，本研究的發現如下：(1)不同的產品類型和不同的實虛通路型態確實有不同的顧客價值考量。在便利品、選購品與偏好品方面，顧客最重視效率價值；而在特殊品方面，顧客最重視卓越價值。在實體通路方面，顧客最重視卓越價值；在虛擬通路方面，顧客最重視效率價值；(2)顧客價值會影響顧客滿意度，其中又以倫理價值影響最大；(3)顧客價值會影響顧客忠誠度。對於忠誠度的影響，其中以心靈價值影響再購意願為最大；心靈價值影響主要行為為最大；美感價值影響次要行為為最大；(4)顧客忠誠度會受到顧客價值和顧客滿意度影響，其顯示出顧客滿意度為顧客價值和顧客忠誠度之間的中介變數。

In order to pursue benefits, enterprises, which were production-oriented, produced goods in quantity and then sold them to customers in the past. They did not know what customers really need. However, in order to gather much more customers, nowadays enterprises, which are customer-oriented, provide customization goods and sell goods through different channels to satisfy customers' needs and maintain their loyalty. Therefore, this research is to investigate if customers have different customer values because they purchase different types of product and through different channels. Besides, this study is intended to explore whether customer value will affect customer satisfaction and then influence customer loyalty. Or customer value affects customer loyalty directly. A questionnaire is employed to investigate the research, from 326 effective samples. By statistics analysis, the research findings: (1) Different product types and Clicks-and-Mortar Business differ in customer value. About convenience goods, shopping goods, and preference goods, customers pay more attention to the efficiency value; about specialty goods, customers place importance on excellence value the most. In Mortar Business, customers think highly of the efficiency value. (2) Customer value affects customer satisfaction that is influenced by ethic value the most. (3) Customer value affects customer loyalty. About the influence of loyalty, the spirituality value affects the desire of repurchase the most; the spirituality value affects major behavior the most; aesthetics value affects second behavior the most. (4) Customer loyalty would be influenced by customer value and customer satisfaction, and this shows that customer loyalty is a moderator variable of customer value and customer loyalty.

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