關係品質對再購行為影響之研究－以青草藥行業為例

The impact of Relationship quality on repurchase intention -The Case study of herbal medicine

10.29893/NCUTMAN.201811.0066

周聰佑(Tsung-Yu Chou)；高璇(Hsuan Kao)

關係品質 ； 再購行為 ； 青草藥行 ； Relationship quality ； Repurchase intention ； Herbal medicine

管理學術研討會

第十六屆（2018 / 11 / 01）

612 - 622

繁體中文

隨著養生概念興起，同業中不斷地推陳出新各種不同功能的商品與強化與顧客間之關係，以強化顧客黏著度與忠誠度。因此，如何運用關係品質以增進產品再購行為，已成為各店家營運上的重要課題。關係品質是影響顧客長期支持的因素之一，常見的關係品質構面包含有信任與承諾，本研究則以此兩構面（信任與承諾）進行研究其對顧客再購行為之影響。研究中，透過網路問卷調查搜集資料，獲得有效問卷201份進行分析。研究結果證實「關係品質」對「再購行為」具有顯著正向影響，此結果將可提供業者參考。

With the progress of the concept of regimen, various industries continue to improve new products. Under the competition environment, it become an important issue that how to use relationship quality to enhance repurchase intention. Relationship quality affect repurchase intention constantly. Relationship quality including satisfaction, trust and commitment, in this research, it adopt two dimensions: trust and commitment. Customers purchase products sustainability, if it has obvious effects after using, and then recommend others or repurchase. Through the above, the purpose of this research is explore the impact of customer relationship quality and repurchases intention. Those domestic and foreign scholars integration of relationship quality and repurchase intention. This research attempts to collect data from the perspective of customers through the online questionnaire survey to emplore the impact of relationship quality of the herbal medicine industry on repurchase intentions. 201 valid questionnaires were obtained for analysis, the results showed that relationship quality has significant influence on repurchase intention.