以顧客關係管理觀點探討顧客保留之前因、中介與干擾模型研究

A Study into the Antecedent, Mediator and Moderator of Customer Retention Behavior from CRM's Perspective

隨著市場的自由化、國際化、以及全球競爭者的進入，使得廠商彼此間的競爭也日趨激烈，如何有效地提升顧客留存率已成為業者主要的行銷課題。因此，本研究主要的目的是要以CRM的觀點探討顧客保留的前因、中介與干擾變數，以期能建構一個較完整模式，並進一步探索顧客價值的影響因素，使其能深入地探究該模式之強化與耗損機制。本文以台灣行動通訊服務業者為研究對象，透過SEM的分析結果顯示：在顧客保留模式中，業者除了可以透過顧客的情感承諾、延續性承諾，以及顧客滿意度的提昇而加以強化之外，並證實了顧客價值在模式扮演關鍵的中介角色；而且進一步發現顧客在情境感性導向對於保留行為其有較大的影響力。在顧客價值的強化因素的探討方面，顧客對於業者能提供方便性的服務最具效果。因此，透過本研究所建立之完整顧客保留模式，可以提供給業者在這個微利的時代追求永續經營參考的方向。

The mobile cellular telecommunication market has developed rapidly and entered into a "Highly Competitive Era", with a fierce competition and a liberalized environment. The industry is characterized by both high customer turnover and high customer acquisition costs, so customer retention has become a critical issue for mobile telecommunication service providers. It is now being increasingly recognized that the greater the satisfaction the customer has with the firm and its products, the more likely will be the long term customer retention and improved profitability improvement. Therefore, this research will focus on the antecedents, mediators and moderators of customer retention behavior from the perspective of CRM. The results of this study show that in the customer retention behavior model, firms will enhance and deplete customer retention through the factor of continuance commitment, affective commitment and customer satisfaction, with confirmed customer value playing the key mediator factor role. Moreover, this study further discovered that the customer has a tremendous influence on situation perception guidance regarding retention behavior. In customer value determinants, providing convenient service is most effective. The complete customer retention model presented in the study may provide a way for continued success in a competitive market.