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E90057
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實施顧客關係管理對顧客背離率與忠誠度的影響:金融服務業的實證研究
The Effects of Customer Relationship Management on Customer Defection Rates and Customer Loyalty: An Empirical Study in Financial Services
1.張國忠
1.Kuo-chung Chang
1.國立東華大學國際企業研究所
1.Institute of International Business, National Dong Hwa University
001,002,003,004
1.國立東華大學國際企業研究所
1.Institute of International Business, National Dong Hwa University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2001-08-01
A.14 計畫執行期間(訖):2002-07-31
2002-01-252002-03-20
A.16 收到日期:2002-12-09
2
與銀行往來之客戶(一般消費者)

1

538


538
001,004
01
C.2 聯絡日期:2002-12-10
2
1.國立東華大學國際企業研究所
1.Institute of International Business, National Dong Hwa University
1
C.7 資料公開日期:2002-08-01
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008
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001
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1.利益性承諾
2.情感性承諾
3.關係承諾
4.顧客忠誠度
5.顧客關係管理
1.Affective Commitment
2.Calculative Commitment
3.Customer Loyalty
4.Customer Relationship Management
5.Relationship Commitment
本研究將顧客關係管理策略區分為組織功能策略與客服功能策略,探討其對關係承諾與顧客忠誠度的影響。研究透過問卷調查蒐集金融業消費者意見,利用統計之線性 結構關係模式進行資料分析。研究結果發現客服功能策略比組織功能策略對顧客忠誠度有較顯著的影響;情感性承諾證實為顧客關係管理策略與顧客忠誠度之間的中 介變項。研究也發現銀行提供顧客的利益性承諾並無法建立顧客的忠誠度,唯有透過情感性承諾的建立,實施顧客關係管理策略對於顧客忠誠度方具影響力。

This study categorized the customer relationship strategies as organization functional and customer functional strategies, and investigated their effects on customer loyalty through the affective and calculative commitments. The data were collected by using questionnaires form consumers of financial services and analyzed using Linear Structure Relation (LISREL). The results indicated that customer functional strategies had stronger effects on customer loyalty than organization functional strategies. Affective commitment was empirically confirmed to be the mediating variable between customer relationship management strategies and customer loyalty. The effect of customer relationship management strategies had less significant effects than through affective commitment on customer loyalty. Calculative commitment was also found failing to create customer loyalty.

D.16 完成檢誤日期:2004-04-20
D.17 預定釋出日期:2004-05-06
D.18 初次釋出日期:2004-05-11
D.19_1 最新版釋出日期:2004-05-11
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10.6141/TW-SRDA-E90057-1
追蹤清單
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