顧客預期心理對顧客保留之影響

Abstract

由於服務市場趨近飽和，競爭激烈，服務業者面臨開發新客戶的成本增加以 及既有顧客嚴重流失之問題，此外由獲利面而言，舊有顧客是企業獲得利潤的重 要關鍵，因此顧客保留亦成為企業的目標以及經營優勢。有鑒於過去討論顧客保 留之模型，鮮少應用顧客本身之心理機制對於顧客保留之影響進行探討，故本研 究採用會員制企業資料，利用結構方程模式，由顧客之預期心理機制角度切入， 探討企業是否能藉由關係品質之提升影響顧客保留之程度。 經本研究實證結果顯示，顧客對於關係品質之評價正向影響顧客保留之意願， 此外，顧客以過去服務經驗為基礎預期未來之服務情況，亦對於顧客保留有正向 影響，而預期未來使用與預期後悔亦加強關係品質對於顧客保留之影響。根據上 述研究結果，本研究亦提出管理意涵及未來研究之建議。

Due to increasingly lower customer loyalty and higher customer attrition rate in the competitive marketplaces, firms are recognizing the importance of customer retention. Retaining existing customers has been an important key factor for firm to lower marketing cost and enhance competitive advantages. Although relationship quality is recognized as a essential construct in the relationship marketing literature, current models of relationship quality mostly focuses the influence of customer past experience, ignoring customers’ psychological mechanism. With data collected from chained health clubs and SEM analysis, this research investigates the roles of customer future considerations in relationship quality-customer retention relationships. Results suggest that relationship quality positively affect the customer retention, while expected future use and anticipated regret mediate and moderate such relationships. Managerial implications and suggestions for future research are then discussed.