人際關係、顧客滿意度及忠誠度之關聯性研究──以LINE為例

Relationships among interpersonal relationship, customer satisfaction and loyalty: An empirical study of LINE

由於科技的進步突飛猛進及建構寬頻網路環境的完備下，人與人之間的溝通管道有了更多新奇的選擇，在幾乎人手一機智慧型手機當道的通訊軟體上，如今已演變成為現代人生活中必備的溝通、討論或分享的重要一環，甚至可能會影響到人際關係的問題，如何藉由持續性的服務創新來提高顧客的滿意度，並在良好的顧客滿意度情況下來強化顧客的忠誠使用度，這對於增加通訊軟體的活躍用戶人數將有莫大的助益。因此，本研究以台灣使用者在智慧型手機上最愛的LINE做為主要探討的app通訊軟體，來了解大專院校學生對於LINE之「人際關係」的看法，是否對於其「顧客滿意度」以及「忠誠度」等構面間有所影響。首先，將針對大專院校學生基本的人口統計變項在LINE之「人際關係」、「顧客滿意度」及「忠誠度」等三大構面上的差異性做一確認，再透過簡單迴歸分析法來檢驗大專院校學生對於LINE之「人際關係」與「顧客滿意度」兩構面間之影響性，以及其LINE之「顧客滿意度」與「忠誠度」兩構面間的影響性。研究結果發現：（1）性別及每日所花費在LINE通訊軟體上的時間長短，兩個人口統計變項，對於研究中所提三大構面的影響性是最大且顯著；（2）LINE之「人際關係」對「顧客滿意度」，及LINE之「顧客滿意度」對「忠誠度」兩關係上均呈現顯著的正向相關性，而前者的標準化相關係數（0.745）是大於後者（0.660）。期能藉由本研究在各構面問項之排序及顯著性的分析與結果，做為廠商日後強化LINE在使用者人際關係上之影響性或幫助上的參考，以及提升其對顧客滿意度與忠誠度作法的方向指引。 Thanks to advances in technology and the establishment of a broadband network environment, the communication channels between people have more novel choices. Nowadays, the communication software of smart mobile phones has become an important channel of social interactions. However, how to improve customer satisfaction through continuous service innovation becomes an important issue for communication software. This analysis examines the relationship among personal relationship, satisfaction, and loyalty to identify the nature of relationships in communication software environment. A survey with qualified observations from undergraduate students in Taiwan was conducted. The study found that: (1) gender and the amount of time it spends on communication software per day have the greatest and most significant impact on the three major constructs in the study; (2) The personal relationship has significant positive correlations on customer satisfaction and customer satisfaction also has significant impacts on loyalty. Implications for practice are discussed.

Thanks to advances in technology and the establishment of a broadband network environment, the communication channels between people have more novel choices. Nowadays, the communication software of smart mobile phones has become an important channel of social interactions. However, how to improve customer satisfaction through continuous service innovation becomes an important issue for communication software. This analysis examines the relationship among personal relationship, satisfaction, and loyalty to identify the nature of relationships in communication software environment. A survey with qualified observations from undergraduate students in Taiwan was conducted. The study found that: (1) gender and the amount of time it spends on communication software per day have the greatest and most significant impact on the three major constructs in the study; (2) The personal relationship has significant positive correlations on customer satisfaction and customer satisfaction also has significant impacts on loyalty. Implications for practice are discussed.