公平對待贏得好口碑？關係品質角色的探討

Do Fair Treatments Achieve Word-of-Mouth? Exploring the Role of Relationship Quality

10.29916/JMPP.201203.0001

陳永杰(Yung-Chieh Chen)；顏財發(Tsai-Fa Yen)

口碑 ； 公平性 ； 關係品質 ； words-of-mouth ； justice ； relationship quality

管理實務與理論研究

6卷1期（2012 / 03 / 01）

1 - 14

繁體中文

研究者指出顧客忠誠度是一個企業很重要的競爭優勢來源，顧客的口碑越好與重遊意願越高，其忠誠度可能越高。然而，在眾多探討影響忠誠因素的論文中，僅少數研究探討公平性、關係品質對口碑與重遊意願的影響，特別是關係品質角色的探討。本文發展一個模式，利用問卷調查法調查休閒農場的遊客，探討上述變數的關係。分析結果顯示，關係品質扮演公平性－口碑、公平性－重遊意願的干擾變數角色，當遊客知覺其與農場的關係品質越高，公平性對口碑的影響越低。最後，本文依據分析結果提出管理意涵與建議。

Researchers have found that customers' loyalty is an important source of competitive advantage of a business. The higher words- of-mouth (WOM) and revisit intentions (RI) a visitor perceived, the higher loyalty a visitor perceived is. Numerous researches, however, discussed the impact factors of loyalty, only fewer researches discussed the effects of justice and relationship quality (RQ) on WOM and RI especially discussing the role of RQ. Present research has developed a model, investigated visitors from leisure farms by questionnaire survey and discussed the variables' relationship mentioned. The results showed that RQ acts as a moderator on JU- WOM. When a visitor has perceived the higher level of RQ, the effect of JU on WOM will be lower. Finally, some implications and suggestions are offered based on the results.

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