關係利益對再購意願之影響－以感激的情感、信任、關係承諾為中介變數

Abstract

本研究旨要在探討競爭日益劇烈之服務業中，服務提供者該如何制定有效之行銷策略，並著重於顧客實際知覺之社會利益、特殊待遇利益與信心利益，透過感激之情感、信任與關係承諾，進而增加對服務提供者之再購意願。經由本研究所提供之結論，業者可直接投入顧客感受最深之利益關係，以留住顧客與提高顧客再購意願，進而節省行銷成本並做出最有效率之資源配置。 本研究以曾經消費以下五項服務業(美髮業、醫療美容業、按摩業、維修服務業、資訊服務業)之一般消費者為對象，以問卷調查與統計分析來驗證本研究所提出之研究架構。本研究共發放問卷261份，有效問卷為253份。測量模式分析顯示本研究具備可靠度與內部一致性，且存在收斂與區別效度。結構模式分析顯示本研究模型具備良好之配適度。研究結果發現顧客知覺關係利益部分對感激的情感、信任與關係承諾存在直接影響，且感激的情感與關係承諾對再購意願亦存在直接影響，而顧客知覺特殊待遇利益對再購意願間接效果最大；其次為信心利益。This research aims to provide service providers with an efficient marketing strategy to compete in this highly competitive service industry. It serves to understand how social benefits, special benefits and confidence benefits which customer actually get, can affect their repurchase intention via feeling of gratitude, trust and commitment. From the conclusion drawn, service providers can invest in the relationship benefits which customers like the best and would be more willing to repay themselves in this relationship directly. By doing so, service providers can increase customers’ repurchase intention, reduce the cost of marketing and to allocate resources more efficiently. This study use questionnaire survey and statistic analysis to validate the proposed research model. The sample population consists of those customers who have consumed in the hair, medical cosmetic, massage, repair service and information service industries; out of the 261 questionnaires collected, 253 are effective. The result from the measurement model showed that this research is highly valid, reliable and consistent, and result from the structural model showed that this research well fit the proposed model. After analyzing the output, we found that part of relationship benefits could affect feeling of gratitude, trust and relationship commitment directly. Moreover, the feeling of gratitude and relationship commitment have a positive impact on repurchase intention. Finally, special benefits have the biggest indirect impact on repurchase intention.