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| Title: | 零售通路數位轉型下，外部行銷、內部行銷、互動行銷與品牌權益之關係
Retailer Digital Transformation: The Relationships of External Marketing, Internal Marketing, Interactive Marketing, and Brand Equity |
| Authors: | 翁玲華
Weng, Ling-Hua |
| Contributors: | 洪順慶
Horng, Shun-Ching
翁玲華
Weng, Ling-Hua |
| Keywords: | 服務行銷
服務三角
外部行銷
內部行銷
互動行銷
品牌權益
社群媒體
手機APP
教育訓練
內部溝通
顧客導向
品牌大使
實體服務
線上服務
虛實整合服務
Service marketing
Service triangle
External marketing
Internal marketing
Interactive marketing
Brand equity
Social media
Mobile APP
Educational training
Internal communication
Customer orientation
Brand ambassador
Oflline service
Online service
Online-merge-offline service
OMO |
| Date: | 2023 |
| Issue Date: | 2023-08-02 14:37:45 (UTC+8) |
| Abstract: | 數位科技的發展，消費者行為改變，零售業服務行銷產生巨大的變化，服務接觸點涵蓋線上線下，已超越傳統服務行銷的範疇。過去零售業者「多重管道管理」強調不同通路的個別管理，現在「全通路管理」強調線上線下整合與協作，形成「顧客‐品牌‐通路」的交互作用，因此服務行銷內涵應重新檢視，與品牌的關係又是什麼? 因此本研究提出外部行銷、內部行銷、互動行銷之「服務三角」的數位構面，以結構方程模式(SEM)、Mplus 統計軟體分析主構念、次構念(二階架構)，實證討論服務三角與品牌權益的關係。研究目的在於瞭解在數位時代外部行銷、內部行銷、互動行銷如何有效地發揮其綜效創造品牌權益? 研究範圍為近年來積極走向數位轉型的台灣主要的四家傳統綜合零售商 (統一超商、全家超商、全聯超市、家樂福超市與量販店)。本研究以網路問卷進行，獲得378份消費者有效樣本，樣本平均配額四家零售商以及三種外部行銷數位管道(網站、社群媒體、手機APP)。研究結果發現 (1)外部行銷與互動行銷直接且正向影響品牌權益，內部行銷對於品牌權益沒有直接影響但可透過互動行銷產生影響，外部行銷亦可透過互動行銷影響品牌權益，也就是互動行銷完全中介內部行銷與品牌權益的關係，部分中介外部行銷與品牌權益的關係；(2)外部行銷次構念傳統4P可影響品牌形象與品牌忠誠度；網站與手機APP對於品牌形象有助益，但卻無法帶來品牌忠誠度；社群媒體則是對於品牌權益無顯著效果；(3)內部行銷次構念(教育訓練、內部溝通、顧客導向、與品牌大使)對於品牌權益均無顯著影響；(4)互動行銷次構念之實體服務可帶來品牌形象與品牌忠誠度；虛實整合服務可帶來品牌忠誠度但無法產生顯著品牌形象；線上服務則對於品牌權益則毫無顯著效果；(5)內部行銷次構面之顧客導向對於實體服務與虛實整合服務均有顯著影響，品牌大使會影響實體服務與線上服務的效果，內部溝通對虛實整合服務有影響，但教育訓練對於線上線下各通路均無顯著影響；(6)整體外部行銷可以影響整體互動行銷效果：若以次構念而言，手機APP可影響線上線下、虛實整合全部通路的效果；傳統4P只對實體服務有效果，網站只對線上服務有效果，而社群媒體對各服務通路均無任何效果；(7)品牌形象次構念之一般形象、全通路、數位創新形象會帶來「品牌使用」，進而產生忠誠度；尤其是全通路或數位創新等數位形象透過「品牌使用」更能產生忠誠度；(8)消費者購買行為showrooming 會調節互動行銷與品牌忠誠度的關係，消費者購買行為越傾向showrooming，越可能增強互動行銷與品牌忠誠度的關係；(9)虛實整合服務可調節實體服務及線上服務對於品牌形象的影響；但虛實整合服務負向調節實體服務對於品牌忠誠度的影響，也就是低度虛實整合服務比高度虛實整合更具有調節作用，換句話說，當虛實整合服務強勢(弱勢)，實體服務則轉弱(強)，彼此有替代作用。本文最後建議修正服務三角行銷模型，並修正理論架構。本研究貢獻為: 一、將服務三角理論賦予數位時代的內涵，在實證上找出次構念衡量的變數；二、全部採用顧客觀點測量服務三角，尤其是內部行銷，過去學者採用員工觀點，本研究則採用顧客觀點去檢視員工行為表現；三、過去學者大部分討論服務三角與顧客滿意度的關係，本研究則率先討論服務三角與品牌權益的關係。
With the development of digital technology and changes in consumer behavior, retail service marketing has undergone tremendous changes. The service contact points cover online and offline, which has surpassed the scope of traditional service marketing. In the past, "multi-channel management" of retailers emphasized the individual management of different channels, now "omnichannel management" takes place to emphasize online and offline mergers, which forms the interaction of "customer-brand-channel". Therefore, the connotation of service marketing, as well as the relationship between service marketing and brands, should be re-examined. This study proposes the digital dimensions of the "service triangle", which consists of external marketing, internal marketing, and interactive marketing, with the main and secondary constructs (second-order framework), empirically discussing the relationship between the service triangle and brand equity. The research aims to understand how external marketing, internal marketing, and interactive marketing can effectively exert their synergy to create brand equity in the digital age. The scope of the research is with four major traditional grocery retailers in Taiwan (7-11, FamiMart, PX Mart, Carrefour), who are on the surge of pursuing digital transformation. This study was conducted with an online questionnaire and obtained 378 effective consumer samples, allocated to four retailers and must have experience with three digital channels, including website, social media, and mobile APP. The research findings are (1) The main effects of external marketing and interactive marketing directly and significantly affect brand equity, internal marketing has no direct impact on brand equity but has an impact through interactive marketing. External marketing can also affect brand equity through interactive marketing. That is, interactive marketing completely mediates the relationship between internal marketing and brand equity while partially mediates the relationship between external marketing and brand equity; (2) The external marketing sub-construct traditional 4Ps affect brand image and brand loyalty; websites and mobile apps are impactful to brand image but can`t generate brand loyalty; social media has no impact on brand equity; (3) All internal marketing sub-constructs, including educational training, internal communication, customer orientation, and brand ambassador, have no effects on brand equity. (4) Interactive sub-construct offline services can generate brand image and brand loyalty; online-merge-offline services can bring in brand loyalty but cannot produce a brand image; online services have no significant effect on brand equity; (5) Internal marketing as a whole has a positive effect on interactive marketing. For sub-constructs, customer orientation has a significant impact on offline services as well as online-merge-offline (OMO) services; brand ambassadors affect the relationship between offline and online services; internal communication has an impact on OMO services, while educational training have no significant impact on online or offline channels; (6) External marketing as a whole has an impact on interactive marketing; looking into sub-constructs, mobile APP affects offline, online, and OMO channels; traditional 4P is effective to offline services, website is only effective for online services, while social media has no effect for all service channel; (7) The digital-related images such as "omnichannel" and "digital innovation" generate higher brand loyalty through “brand usage”; (8) Consumer showrooming behavior moderates the relationship of interactive marketing and brand loyalty, i.e., when consumers show higher showrooming behaviors, the relationship of interactive marketing and brand loyalty is likely to be strengthened; (9) OMO services moderate the impact of offline services and online services on brand image, but negatively moderates the impact of offline services on brand loyalty, that is, lower degree of OMO services tend to have higher ability to moderate the relationships. When the OMS service is dominant, the offline services tend to be weaker, and both have a substitute effect. In the end, this paper puts forward suggestions for revising the service triangle marketing model and modifying the theoretical framework. The contributions of the current research are (1) proposing the “service triangle” theory with the digital dimensions and identifying the sub-construct variables empirically; (2) measuring the service triangle (i.e., internal marketing, external marketing, interactive marketing) from the perspectives of customers, particularly internal marketing which was measured from employees perspectives in prior research, is now measured from customers perspectives. (3) While prior research mostly discussed the service triangle with customer satisfaction, the current research is the first to discuss the relationship between the service triangle and brand equity. |
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| Description: | 博士
國立政治大學
企業管理學系
103355504 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103355504 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
Files in This Item:
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| 550401.pdf | | 7530Kb | Adobe PDF2 | 0 | View/Open |
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