知覺評價、經驗遺憾、顧客滿意與顧客終生價值關係之研究－以豪華高級房車市場為例

Study on the Relationship among Perceptive Evaluation, Regret, Customer Satisfaction, and Customer Lifetime Value-Based on the Example of Luxury Sedan Market

10.29871/JNTCB.201007.0003

賴明政(Ming-Cheng Lai)；周嶔鍚(Chin-Shyi Chou)

知覺評價 ； 經驗遺憾 ； 顧客滿意度 ； 顧客終生價值 ； perceptive evaluation ； regret ； customer satisfaction ； customer lifetime value

北商學報

18期（2010 / 07 / 01）

39 - 59

繁體中文

本研究係針對知覺評價（產品屬性、服務屬性與商店形象）、經驗遺憾、顧客滿意度與顧客終生價值間之關聯效果進行探討。研究樣本取自台北縣市之豪華高級房車車主，採便利抽樣法蒐集初級資料，問卷之發放係透過樣本汽車公司之各據點主管，發出955份問卷，有效樣本436份問卷，分析驗證結果顯示服務屬性評價會正向影響顧客滿意度並提昇顧客終生價值，且會負向影響顧客的經驗遺憾；顧客愈不感到經驗遺憾會提昇其消費的滿意與顧客終生價值；滿意也會正向影響其顧客終生價值。本研究經由修飾模式亦推導出顧客對豪華高級房車的產品與服務的相關屬性進行評價會正向影響顧客終生價值。本研究針對上述的發現，提出對實務運作的管理意涵與具體建議，供實務應用與後續研究的參考。

The study aims to probe the linkage between perceptive evaluation, regret, customer satisfaction, and customer lifetime value. Subjects of the study are luxury car owners in the greater Taipei area, selected by convenience sampling. 955 copies of questionnaires were issued via the auto company's branch chiefs and 436 copies of responses were received, for 46% of response rate. The collected data were subject to the process of analysis, verification, research, and presumption using LISREL (Linear Structural Relations) model as the verification tool. Major findings of the study are listed below: 1.Key factor affecting regret is evaluation of product-attribute and service-attribute. 2. Key factors affecting customer's satisfaction are evaluation of service-attribute, store image, and regret. 3. Key factors affecting customer lifetime value are regret and customer satisfaction. And 4. Evaluation of product-attribute doesn't have conspicuous positive effect on customer satisfaction.

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