顧客參與和顧客忠誠度關係之研究

Customer Participation and Customer Loyalty

周建亨(Chien-Heng Chou)；陳津美(Chin-Mei Chen)；何錦聰(Chin-Chung Ho)

顧客參與 ； 顧客忠程度 ； customer participation ； customer loyalty

行銷科學學報

1卷2期（2005 / 10 / 01）

143 - 164

繁體中文

隨著環境因素及消費者意識型態的改變，顧客忠誠之操作性定義，不僅需要考慮消費者的購買行為，同時亦需將顧客的認知、情感、行為意圖等態度與價值因素納入考量。因此，企業已難單純以經濟誘因維持或提升顧客忠誠度。而顧客參與是消費態度與社會價值的新型態，其目的即在於獲取符合消費者本身之經濟利益與社會價值的產品與服務，因此本研究認為，企業應可以透過鼓勵顧客參與企業之生產過程，而提升顧客忠誠度。本研究以大學生之手機再購買行為與態度為分析對象。研究之結果顯示，顧客參與的事前準備階段對顧客之認知忠程度為顯著的正相關。建立關係行為與顧客之行為意圖忠誠為顯著的負相關。資訊交換階段對顧客情感、行為意圖、及行為忠誠為顯著的正相關。至於顧客之干預行為則與顧客忠程度無顯著之相關。針對研究結果，本研究提出策略涵意與後續研究之建議。

Because of evolving environment and customer thoughts, the operational definition of customer loyalty must consider not only tangible customer buying behaviors, but also customer's attitudes and values, such as perceptions, feelings, and intention. Therefore, it is more difficult for business firms to retain or increase customer loyalty merely with economic incentives. Customer participation is a new trend of customer attitudes toward and values of consumption. We argue that business firms can increase customer loyalty by encouraging customers to participate in the production of goods or services. Using college students as a data collection source and analyzing their repurchase behaviors and attitudes, this study found that not all customer participation behaviors lead to customer loyalty. Theoretical and empirical implications and further research suggestions are discussed.

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