從顧客關係管理與關係價值探討顧客忠誠度：以台灣地區航空貨運業為例

Customers' Loyalty from the Perspectives of Customer Relationship Management and Relationship Value: An Empirical Study of Air Cargo Industry in Taiwan

10.29705/EAR.200603.0004

梁金樹(Gin-Shuh Liang)；丁吉峰(Ji-Feng Ding)；葉雅菁(Ya-Ching Yeh)

顧客關係管理 ； 關係價值 ； 顧客忠誠度 ； 航空貨運業 ； Customer Relationship Management ； Relationship Value ； Customer Loyalty ； Air Cargo Industry

東亞論壇

451期（2006 / 03 / 01）

55 - 79

繁體中文

隨著航空貨運市場的激烈化競爭，顧客的再購意願及忠誠度將是航空業維持不斷成長的重要因素，如何透過實施顧客關係管理之成效，藉以維持顧客忠誠度，是航空業重要的課題。本研究從航空貨運承攬業者的角度來觀察航空公司實施顧客關係管理的成效，並以關係價值作為中介變項來探討顧客關係管理的實施對航空貨運承攬業者之忠誠度的影響，此即本研究之目的。本研究依據研究目的及相關文獻彙整，提出六個假設及其相關子假設，並利用相關分析及層級迴歸分析法進行資料分析。實證分析發現：(1)航空公司對於顧客互動、附加價值、顧客描繪的加強能有效提昇顧客忠誠度。(2)關係價值對顧客忠誠度具有正向的影響。(3)航空公司實施顧客關係管理能有效提升顧客之關係價值。(4)顧客關係管理透過關係價值的中介效果對顧客忠誠度的影響是顯著的。

Owing to the intense competition of air cargo market, the required buy and loyalty of customer should be the important factors for air cargo industry always keep growth. How the air company uses the implementation effect of customer relationship management to keep the customer loyalty is the important issue in theair cargo industry. The main purpose of this paper is to study the effect of customer relationship management in the air company from the viewpoint of airfreight forwarders, and consider the relationship value as the intermediate item to explore the influence of customer loyalty after the air company implements customer relationship management. Based on the research purpose and the collection of related literatures, six hypotheses and related sub-hypotheses are proposed. By using the correlation analysis and ridge regression analysis, there are four findings: (1) the enhancement of customer interaction, value-added and customer profiling can effectively promote customer loyalty. (2) Customer relationship value has positive influence on customer loyalty. (3) The implementation of customer relationship management can effectively improve relationship value. (4) Through intermediate effect of relationship value, customer relationship management will enhance customer loyalty.

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