餐飲服務業的關係利益、關係品質與顧客公民行為

Relational Benefits, Relationship Quality, and Customer Citizenship Behavior in Food and Beverage Industry

黃建榮(Chien-Jung Huang)

關係利益 ； 關係品質 ； 顧客公民行為 ； Relational Benefits ； Relationship Quality ； Customer Citizenship Behavior

致理學報

35期（2015 / 11 / 01）

151 - 183

繁體中文

越來越多的餐飲業者利用連鎖經營方式進行市場擴張，如何與顧客維持良好關係以提升顧客忠誠早已是企業所重視之問題。過去關係行銷研究多聚焦於企業與顧客間的關係品質可提升顧客如忠誠等行為意願，卻鮮少提及顧客可帶給公司的其他效益以吸引業者致力維持關係之重要變數，因此，本研究從組織公民行為理論的觀點，以探討顧客對餐飲業者在關係利益、關係品質與顧客公民行為之關係連結。本研究採用問卷調查方法，根據此一研究結果可以建立關係利益、關係品質與顧客公民行為之理論架構，一方面有助於後續理論之發展，另一方面亦可提供餐飲服務業者在顧客關係管理實務方面之有效建議。

More and more restaurants try to expand market shares by running business in chain store. The companies have already focused on the issue of how to maintain a sound relationship with the customer in order to raise customer value. Past research of relationship marketing mostly focused on the relationship quality between customer's behavioral enterprise in improving customer's behavioral intention such as loyalty, but paid less attention bother factors reflecting customers potential to bring some benefits in attracting firms to deeply maintain relationships with them. This study is trying to explore relationships among relationship benefits, relationship quality, and customer citizenship behavior from the viewpoint of organizational citizenship behavior theory in food and beverage industry. Theoretical relationships among relational benefits, relationship quality, and customer citizenship behavior were derived from the review of literature, and a theoretical model was proposed. The proposed model was tested employing data collected from the customers of chain store restaurants, using the data analysis methods include reliability and validity analysis, factor analysis, correlation analysis, regression analysis and related statistical investigation procedures. The results of subsequent analysis of the data are not only corresponding with previous research, but also provide better insights into the contemporary management style for food and beverage industry. In the end, this study will come out some suggestions in either academic or practical aspect.

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