顧客關係管理與資源基礎對服務品質及顧客忠誠度影響之研究：以汽車售後服務業為例

Examining the Effects of Customer Relctionship Management and Resource Bases on Service Quality and Customer Loyalty: Vehicle After-Sale Service Industry an As Example

10.6697/TBPJ.201006_3(2).0004

沈慶龍(Ching-Lung Shen)；林佑中(Yu-Chung Lin)

顧客關係管理 ； 資源基礎 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； Customer Relationship Management ； Resource-Base ； Service Quality ； Customer Satisfaction ； Customer Loyalty

臺灣企業績效學刊

3卷2期（2010 / 06 / 01）

231 - 251

繁體中文

網路知識的時代，無形資源成為企業競爭力的主要來源。傳統產品導向的行銷策略，轉為以顧客為重心。市場佔有率的高低，已不是企業未來獲利的保障，隨著資訊透明化，大大降低了消費者的忠誠度，因此顧客關係的維護愈來愈受到企業的重視。相對地，過去「開發更多新顧客」的做法，也被「提供顧客更多產品與服務」的觀念所取代。企業必須重視與顧客的互動及服務，以資源基礎來加強顧客服務滿意度，以經營顧客的終身價值為企業永續經營的目標。本研究基於顧客關係管理與資源基礎觀點以探討服務品質對顧客滿意度與顧客忠誠度的影響，並針對台北、台中、高屏地區的汽車保養廠發放320份問卷，有效回收254份問卷。經過LISREL分析後，研究結果發現：(1)企業擁有豐富的資源基礎，便能提升服務品質，進而提高顧客滿意度。(2)企業能做好顧客關係管理，便能提升服務品質，進而提高顧客滿意度。(3)顧客滿意度對顧客忠誠度有正向的影響關係。

In the era of knowledge economy, the intangible resources have become the most important sources of competitive advantages. The marketing strategy of enterprises has shifted from product-oriented to customer-oriented. Thus, how to build and maintain the customer relationships has evoked firm's interest and attention. Based on the CRM and resource-based theory, this study examines the impact of service quality on the customer satisfaction and loyalty. Using a sample of 254 customers, our study finds three main results. First, this study shows that the firm resource is a significant factor of customer service quality and it positively increases the customer satisfaction. Furthermore, the firm with better customer relationship management positively enhances their service quality and also increases customer satisfaction. Finally, the customer satisfaction positively affects the customer loyalty.

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