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系統識別號 U0026-0812200913463453
論文名稱(中文) 健康俱樂部關係結合方式、關係利益對關係品質與行銷績效之影響-以涉入與關係傾向為干擾變數
論文名稱(英文) The Relationship Bonding tatctis, Relationship Benefits affect the Relationship Quality and Marketing Performance-the Moderating Effect of Involvement and Relationship Tendency
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 95
學期 2
出版年 96
研究生(中文) 陳冠竹
研究生(英文) Kuan-Chu Chen
學號 r4794112
學位類別 碩士
語文別 中文
論文頁數 156頁
口試委員 口試委員-李國瑋
指導教授-蔡明田
口試委員-余明助
口試委員-莊立民
中文關鍵字 涉入程度  關係傾向  關係結合方式  休閒健康俱樂部  顧客忠誠  關係品質  關係利益 
英文關鍵字 health clubs  relationship tendency  relationship bonding tactics  involvement  customer loyalty  relationship quality  relationship benefit 
學科別分類
中文摘要 健康休閒俱樂部為因應日益競爭的環境下,應尋找除低價策略外,可以吸引消費者消費的方式,以提高其自身的競爭力和增加營收與利益。依富蘭顧問公司(Forum Corporation)於1989 年統計調查報告中發現,要吸引一名新顧客所要花費的成本是維持一名舊顧客成本的五倍,因此想要擁有大的市場佔有率,就必須考慮該如何維持與舊顧客之間的關係,以獲得最高的行銷績效。
本研究探討關係結合方式和關係利益的兩種方式對顧客前往消費的健康休閒俱樂部產生關係品質與忠誠度。本研究主要的目的有:1.探討俱樂部與顧客的關係結合方式與關係利益是否會影響顧客之關係品質與忠誠度。2.探討俱樂部與顧客關係結合方式及其關係利益是否會透過顧客關係品質的中介效果來影響顧客忠誠度。3. 探討俱樂部與顧客關係結合方式及其關係利益是否會透過個人屬性之涉入程度與社會認同與關係傾向的干擾效果來影響顧客關係品質。
本研究以便利抽樣方式,針對休閒健康俱樂部非會員與會員為調查對象,有效問卷計310份,以SPSS10.0版及Amos4.0版軟體進行資料分析。實證結果得知:1.關係結合方式對顧客關係品質的提升是有正向的影響,其中結構性結合效果最佳;2.關係結合方式對顧客忠誠度的提升並沒有直接正向的影響;3.關係利益能直接正向影響關係品質與顧客的忠誠度;4.顧客關係品質能直接正向影響顧客忠誠度;5.關係結合方式及關係利益會透過顧客滿意度的中介效果來影響顧客忠誠度。6. 涉入程度越高,關係利益對關係品質的正面影響會更顯著。7. 關係傾向越高,社交性與結構性結合對關係品質有正面顯著影響會更顯著。
因此從關係結合方式與關係利益可以透過顧客關係品質的中介效果來間接的影響顧客忠誠度的實證發現,建議健康休閒產業管理者,應當藉由關係結合方式行銷策略提升關係利益以增進顧客關係品質為經營管理的重心,來影響顧客的忠誠,將可提高顧客數與舊客戶交叉購買,以增加營運的利潤。
英文摘要 How to survive in competitive market is very important in health clubs. Maintaining current customer and building the long-term relationship are the health club’s focus. The relationship marketing is one of the important marketing strategies to build a stable and long term relationship with customers, experts asserted that relationship marketing is a new marketing paradigm. Additionally, some researches have asserted that not all customers want to maintain a long-term relationship; Health club should offer different lures to attract customers with different orientations loyalty.
This study develops and empirically tests a conceptual model examining the interdisciplinary between relationship bonding tactics, relationship benefits, relationship quality and marketing performance (customer loyalty) in a relationship marketing system. The study aims to investigate how relationship bonding tactics, relationship benefits affect relationship quality and customer loyalty, and the moderating effect of personal involvement and relationship tendency from the consumer's perspective. The conclusions of this study are presented as follows:
1.The relationship bonding tactics whose structural bonding tactics has statistically influence on the relationship quality.
2. The relationship benefits positively affect the customer loyalty in which confidence and social benefit have the strongest effect on customer loyalty.
3. The three dimensions of relationship benefit positively affect the three dimensions of relationship quality.
4. The three dimensions of relationship quality positively affect the customer loyalty.
5. The relationship bonding tactics and relationship benefits can affect the customer loyalty through the mediating effect of the relationship quality.
6. The moderating effect of involvement is the more significant positively effects of social and structural bonding tactics on relationship quality will have.
7. On the whole, the moderating effect of relationship tendency is more significant positively effect of relationship benefits on relationship quality will have.
From the empirical result, we suggest the health club’s manager improve the relationship benefits through the relationship bonding tactics of the marketing strategy to increase the relationship quality and further affect the customer loyalty. We hope that the marketing strategy can increase the customer consumption intention and crossing buying in order to increase the profit of the business.
論文目次 目錄

第一章緒論 1
第一節 研究背景與動機 2
第二節 研究目的 5
第三節 研究範圍與對象 6
第四節 研究步驟 7
第二章文獻探討 8
第一節 休閒俱樂部的產業分析 8
第二節 關係行銷的相關文獻 20
第三節 關係品質 36
第四節 關係行銷之行銷績效-顧客忠誠度 42
第五節 涉入 47
第六節、關係傾向-關係型與交易型傾向 50
第三章研究方法 53
第一節 研究架構 53
第二節 變數定義與問卷設計 54
第三節 研究假說 63
第四節 研究問卷設計流程 72
第五節 資料分析方法 75
第四章 實證結果分析 78
第一節 樣本基本資料分析 78
第二節 問卷之信度與效度分析 78
第三節 樣本結構、俱樂部使用經驗及變數描述分析 84
第四節 關係行銷結合方式、關係利益、關係品質、個人屬性、關係傾向與顧客忠誠行為構面之差異性比較 88
第五節 歸納研究假設的結論 128
第五章 結論與建議 130
第一節 研究結論與討論 130
第二節 研究貢獻與管理意涵 134
第三節 研究限制 137
第四節 研究建議與未來研究方向 138

表目錄

表2-1選擇休閒渡假村與休閒俱樂部之考量因素 19
表2-2關係行銷定義彙整 21
表2-3關係行銷之國內外相關文獻 23
表2-4關係行銷三層次 28
表2-5各學者對關係行銷的結合方式組成構面之研究 29
表2-6 關係行銷策略類型 36
表2-7各學者對關係品質的組成構面所作之研究 39
表2-8顧客忠誠度之構面指標 44
表2-9 顧客忠誠度衡量指標的彙整比較 46
表3-1 關係行銷結合方式各構面的操作性定義 55
表3-2 關係利益各構面的操作性定義 56
表3-3關係品質各構面的操作性定義 58
表3-4涉入與關係傾向各構面的操作性定義 59
表3-5行銷績效(顧客忠誠度)各構面的操作性定義 60
表3-6操作變數測量尺度與尺度範圍 63
表3-7問卷各變項Crobach’s α係數表 73
表3-8量表信度參考範圍 73
表4-1各構面之KMO及巴氏球形檢定 79
表4-2各構面之KMO及巴氏球形檢定-續 80
表4-3自變數關係行銷結合方式與關係利益之因素分析結果 81
表4-4依變數關係品質與顧客忠誠度因素分析結果-續 82
表4-5干擾變數因素分析結果-續 83
表4-6 人口統計變項次數分配表 85
表4-7 人口統計變項次數分配表 87
表4-8 消費者性別對於各構面之變異數分析 89
表4-9 消費者年齡對於各構面之變異數分析 90
表4-10 消費者不同職業對於各構面之變異數分析 91
表4-11 至俱樂部頻率對於各構面之變異數分析 92
表4-12至俱樂部目的對於各構面之變異數分析 93
表4-13 是否為會員對於各構面之變異數分析 94
表4-14 俱樂部種類對於各構面之變異數分析 95
表4-15 Pearson’s 相關係數分析 97
表4-16各構面之共線性分析 98
表4-17各種關係行銷結合方式對顧客所知覺之關係品質之迴歸結果 99
表4-18假設H1實證結果彙整 101
表4-19各種關係行銷結合方式對顧客忠誠度之迴歸結果 101
表4-20假設H2實證結果彙整 103
表4-21各種關係利益對顧客所知覺之關係品質之迴歸結果 104
表4-22假設H3實證結果彙整 105
表4-23各種關係利益對顧客忠誠度間之迴歸結果 106
表4-24假設H4實證結果彙整 107
表4-25關係品質與顧客忠誠度之迴歸分析結果 108
表4-26假設H5實證結果彙整 109
表4-27關係行銷結合方式、關係品質與行銷績效之迴歸結果 110
表4-28關係利益、關係品質與行銷績效之迴歸結果 111
表4-29假設H6實證結果彙整 111
表4-30關係傾向為干擾變數下,關係結合方式對關係品質迴歸分析影響 112
表4-31涉入程度為干擾變數下,關係利益對關係品質影響 114
表4-32關係結合方式假設模型配適度分析結果 119
表4-33關係利益假設模型配適度分析結果 120
表4-34:關係行銷結合方式結構方程模型結果 124
表4-35:關係利益結構方程模型結果 126
表4-32 依迴歸分析結果歸納假設結果 128
表4-33 依線性結構結果歸納假設結果 129
圖目錄

圖2-1關係行銷客戶開發程序及行銷績效 43
圖3-1研究架構 53
圖3-2 KMV模型 65
圖4-1不同關係傾向之顧客下,各種關係結合方式與關係品質的影響 113
圖4-3關係行銷結合方式最後假設結構模型(一) 121
圖4-4關係利益最後假設結構模型(二) 122
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