Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/59242
|
| Title: | 從顧客角度探討顧客與零售商店建立長期關係之研究 -以4C架構探討
The motivation of customers for establishing long-term relationships with retail stores -Discussing from customer perspective and the strategic 4C model |
| Authors: | 姚欣伶
Yao, Hsin Ling |
| Contributors: | 邱志聖
Chiou, Jyh Shen
姚欣伶
Yao, Hsin Ling |
| Keywords: | 顧客關係管理
行銷策略4C架構
顧客關係效益
顧客知覺價值
零售業
Customer relationship management
4C model
Customer relational benefits
customer perceived value
retail industry |
| Date: | 2012 |
| Issue Date: | 2013-09-02 15:18:47 (UTC+8) |
| Abstract: | 人們多數的日用品幾乎取自於零售商店，因此零售商店的產品和活動與我們的生活密不可分，隨著消費者需求漸趨多元化，零售商店各業態的界線越模糊，零售商店也朝差異化的方向經營，目的是希望能夠創造顧客的忠誠度，達到業績成長的最終目的。然而，在零售業者琳瑯滿目的行銷活動中，是否真的能夠與消費者建立長期的忠誠關係，是零售業之經營者關心的議題。
本研究從顧客關係管理的角度出發，並以大賣場、藥妝店、便利商店為研究標的，以策略行銷4C理論為架構，將顧客關係效益(Relational benefits)、顧客知覺價值(Customer Perceived Value)與服務品質綜合分析探討，以三大構面(外顯單位效益成本、買者道德危機成本、買者專屬陷入成本)，九大構念(產品價格成本與效益、服務據點、服務環境品質、可信度與公正性、問題解決、人際關係、特殊服務、特有產品系列分類方法與使用方法、促銷相關)與三個衡量顧客與零售商店長期關係的指標(顧客滿意度、口碑推薦、購買意願)來探討這個議題，希望從顧客的角度了解顧客與不同種零售商店建立長期關係時的動機為何。
研究結果發現，雖然消費者對不同零售商店重視的構念存在差異，但不論是哪一種零售商店，消費者均同樣重視產品價格成本與效益、可信度與公正性、問題解決與特有產品系列分類方法與使用方法。
Most of the consumers buy their household supplies from retail stores. As a result, the items sold by retail stores and their promotion activities are close to our daily lives. As the demands of consumers become more diversify, retail stores start to operate with differentiation in order to create customer loyalty, and increase sales simultaneously. Thus, the definition of different types of retail stores becomes vague. However, through all kinds of different promotion activities, the owners of retail stores are concerned about whether these activities can really generate a long-term relationship with their customers.
This study is based on CRM (customer relationship management). Through the structure of strategic 4C model, we first investigate hypermarkets, drug stores and convenient stores, and then we conduct cross-analysis on the relational benefits, customer perceived value, and service quality. The long-term relationship (defined by customer satisfaction, word of mouth, and purchase intention )between customers and retail stores is measured by 3 scales (explicit unit-utility cost, moral hazard cost and asset specificity cost) and 9 ideas (cost and utility of products, store location, quality of the store`s environment, reliability and justice, problem solving abilities, social benefits, preferential treatment and benefits, distinctive physical equipment and usage knowledge and promotion related issues). Our research goal is to find out what is the motive of a customer when they build up a long-term relationship with different retail stores.
The result of our study shows that although customers have different ideas towards different retail stores, but 1) the cost and utility of products, 2) reliability and justice, 3) problem solving abilities, and 4) distinctive physical equipment and usage knowledge are the four elements that customers value the most. |
| Reference: | 中文部分
邱志聖 (2006) 策略行銷分析-架構與實務應用, 二版, 台北市: 智勝文化.
許惠珠 (2003) 交易成本理論之回顧與前瞻, Journal of China Institute of Technology, 28, 79-98.
中華民國購物中心協會 (2012)，台灣綜合商品零售業未來發展趨勢
英文部分
Aaker, D. A. (1992) The value of brand equity. Journal of business strategy, 13(4), 27-32.
Albrecht, K. (1992) Only Thing That Matters. Executive Excellence, 9, 7-7.
Anderson, E. W., & Fornell, C. (1994) A customer satisfaction research prospectus. Service quality: New directions in theory and practice, 14(1), 239-266.
Baker, J., Grewal, D., & Parasuraman, A. (1994) The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.
Barlow, Richard G (1992) “Relationship Marketing-The Ultimate in Customer Service. “Retail Control 60 (March):29-37
Barnes, J. G. (1994). The issue of establishing relationships with customers in service companies: When are relationships feasible and what form should they take. In Third Annual “Frontiers in Services” Conference, Owen Graduate School of Management, Vanderbilt University, Nashville, Tennessee, October (pp. 6-8).
Berry, L. L. (1986). Retail businesses are service businesses. Journal of Retailing, 62(1), 3-6.
____________ (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), 236-245.
Bitner, M. J. (1995). Building service relationships: it’s all about promises.Journal of the Academy of Marketing Science, 23(4), 246-251.
Blanchard, R. F., & Galloway, R. L. (1994). Quality in retail banking.International Journal of Service Industry Management, 5(4), 5-23.
Brady, M. K., & Cronin, J. J. (2001). Customer orientation effects on customer service perceptions and outcome behaviors. Journal of service Research, 3(3), 241-251.
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of retailing.
Chain Store Age (1985) “Value is a Complex Equation”(Mav) 4-15.18
Clark, M., & Payne, A. (1994). Achieving long-term customer loyalty: a strategic approach. In Annual Marketing Education Group Conference, Ulster.
Cravens, D. W., Holland, C. W., Lamb, C. W., & Moncrief, W. C. (1988). Marketing`s role in product and service quality. Industrial Marketing Management, 17(4), 285-304.
Crosby, L. A. (1991). Building and maintaining quality in the service relationship. Service quality: multidisciplinary and multinational perspectives, 269-87.
Czepiel, J. A. (1990). Service encounters and service relationships: implications for research. Journal of Business Research, 20(1), 13-21.
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the academy of Marketing Science, 24(1), 3-16.
Finn, D. W., & Lamb, C. W. (1991). An evaluation of the SERVQUAL scales in a retailing setting. Advances in consumer research, 18(1), 483-490.
Forester, M. (1999) Deja vu discussion delivers message emphasizing value.Chain Store Age, 75(4), 12.
Gronroos, C. (1990). Relationship approach to marketing in service contexts: The marketing and organizational behavior interface. Journal of business research, 20(1), 3-11.
Gummesson, E. (1993). Quality management in service organizations: an interpretation of the service quality phenomenon and a synthesis of international research. ISQA.
Gutman, J., & Alden, S. D. (1985). Adolescents’ cognitive structures of retail stores and fashion consumption: a means-end chain analysis of quality.Perceived quality: How consumers view stores and merchandise, 99-114.
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the Academy of marketing science, 26(2), 101-114.
Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International journal of service industry management, 7(4), 27-42.
Hartnett, M. (1998) Shopper needs must be priority. Discount Store News,37(9), 21-22.
Heskett, J. L. (1990). Service breakthroughs. Free Press.
Heskett, J. L., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard business review, 72(2), 164-174.
Hummel, J. W., & Savitt, R. (1988). Integrated customer service and retail strategy. International Journal of Retailing, 3(2), 5-21.
Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior.Journal of Marketing research, 1-9.
Kale, S. H. (2004). CRM failure and the seven deadly sins. Marketing Management, 13(5), 42-46.
Klemperer, P. (1987). Markets with consumer switching costs. The Quarterly Journal of Economics, 102(2), 375-394.
Mazursky, D., & Jacoby, J. (1985). Forming impressions of merchandise and service quality. Perceived quality, 139-54.
Monroe, K. B. (1990) Price: Making profitable decisions. New York McGraw-Hill Book Company
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. the journal of marketing, 20-38.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.
Oliver, W. (1975). Markets and hierarchies: Analysis and antitrust implications.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1990). Delivering quality service.Nova Yorque: The Free Press.
Parvatiyar, A., & Sheth, J. N. (2001). Conceptual framework of customer relationship management. Customer Relationship Management–Emerging Concepts, Tools and Applications, 3-25.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of marketing, 167-176.
Porter, M. E. (1993). The competitive advantage of nations (pp. 73-93). Harvard Business School Management Programs.
Peterson, R. A. (1995). Relationship marketing and the consumer. Journal of the Academy of Marketing Science, 23(4), 278-281.
Rechinhheld, F., & Sasser, W. (1990). Zero defections: Quality comes to service. Harvard Business Review, 68(5), 105-111.
Reicbheld, F. P., & Sasser, W. E. (1990). 7ero Defeciions: Quolify Comes to Services. Harvard business review.
Reichheld, F. F. (1993). Loyalty-based management. Harvard business review,71, 64-64.
Reichheld, F. F. (1996). The Loyalty Effect, Harvard Business School Press.Harvard, MA.
Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: its measurement and impact on performance. Journal of marketing research, 293-305.
Schlesinger, L. A., & Heskett, J. L. (1991). Breaking the cycle of failure in services. Sloan Management Review.
Sellers, P. (1990). What customers really want. Fortune, 121(13), 58-68.
Smith, T. (1989). Nurturing a customer service culture. Retail Control, 15-18.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999) The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of retailing, 75(1), 77-105.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Vantrappen, H. (1992). Creating customer value by streamlining business processes. Long Range Planning, 25(1), 53-62.
Wernerfelt, B. (1985). Brand loyalty and user skills. Journal of Economic Behavior & Organization, 6(4), 381-385.
Westbrook, R. A. (1981). Sources of consumer satisfaction with retail outlets.Journal of Retailing, 57(3), 68-85.
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153.
Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4, 68-123.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22. |
| Description: | 碩士
國立政治大學
國際經營與貿易研究所
100351039
101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1003510391 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 325 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
