金融服務業顧客滿意與再購意願之關係研究 : 分析產品知識的效果

A Study of the Relationship between Customer Satisfaction and Repurchase Intension in Financial Services Industry: Analysing the Effect of ProductKnowledge

顧客滿意與信任是關係品質的重要內涵，亦是服務業者在有效維繫關係時的挑戰。本研究之目的在成立並檢驗一模型：以顧客的經濟滿意與社會滿意為前置變項、它們會影響信任，信任進一步影響再購意願。特點是將這些關係根據顧客產品知識低與高的不同，來討論他們決策處理所採用的不同路徑－周圍或中央路徑。本研究認為在有效維繫關係品質中，產品知識低與高的顧客群存在不同的管理機制。透過二階段結構方程模式來分析產品知識與信任的角色，研究結果顯示：產品知識具有調節本研究模型的效果：產品知識高的顧客，其經濟滿意會正向影響信任；而產品知識低的顧客，社會滿意才會對信任有正向的影響。此外，經濟與社會滿意皆不會直接影響再購意願，僅信任對再購意願有正向的直接效果，顯示對業務人員的信任是滿意與再購意願間的重要中介角色。

Customer satisfaction and trust are recognized as main ingredients for relationship quality, and also gives a challenge for service organizations to maintain relationship with customers effectively. This study proposes and tests a model: economic satisfaction and social satisfaction are modeled antecedents to trust, which in turn is antecedent to repurchase intention. These relationships are then hypothesized to be moderated by high versus low customer knowledge groups, a moderation based on central versus peripheral processing. We argue that it exits a different mechanism in cultivating an effective relationship quality with a high-knowledge customer versus a low-knowledge customer.Applying two-steps structural equation modeling to analyzing the roles of product knowledge and trust, the result shows this research model is to be moderated by high versus low knowledge. It reveals the economic satisfaction impacts on trust for the high-knowledge group; the social satisfaction has an influence on trust for the low-knowledge group. Another important finding reveals the degree to which ec...