顧客涉入程度對服務品質與關係品質之干擾效果－－以電腦賣場與內部商店為例

The Customers Involvement's Moderating Effects on the Service Quality and Relationships Quality-An Empirical Study on Computer Mall and Internal Store

企業執行關係行銷，可藉以建立顧客心中良好之關係品質與降低顧客所面臨之不確定性，提高顧客再次購買的機率，進而獲取顧客終身價值，並建立起企業的競爭優勢。然而顧客對服務的認知亦受其本身之涉入程度不同而有所變化，因此若能將顧客依涉入程度作區隔，將可使企業之有限資源用於刀口上。準此，本研究以「關係行銷」為研究主題，並以大型電腦賣場與其內部商店作為研究對象，探討服務品質與關係品質之相關聯性，以及檢視顧客對大型電腦賣場與內部商店之認知的相關性。
本研究調查曾在國內大型電腦賣場及其內部商店購物之消費者，共寄發600份，有效回收率為29.33%。透過實證結果，獲得下列之重要發現：（1）不論是賣場或其內部商店，服務品質對關係品質會產生顯著的影響。（2）從賣場方面來看，涉入程度對服務品質之影響信賴與滿意產生干擾效果；而從內部商店來看，涉入程度則對服務品質與其對內部商店之知覺服務品質有相關。（4）顧客對大型電腦賣場之知覺關係品質與其對內部商店之知覺關係品質有相關。

By establishing better relationship quality with customer, firms could reduce uncertainty of customer’s perception, increase the probability of repurchasing, gain customer life value and build long-term competitive advantage. The cognition of customer for service, however, is affected by customer involvement. Therefore, business is not only using relationship marketing, but also differing customer to several segmentations. According to customer involvement. By the way, this study focus on “Relationship Marketing” and use computer malls and internal stores as study objects. This study investigates the relation between service quality and relationship quality, and explore the relevance of customer involvement for computer malls and internal stores.
By the empirical method, the context selected for this research was the consumer which was ever purchasing in computer malls and internal stores in Taiwan, 600 surveys are mailed and a total of effective surveys are 176 (29.33% response rate). This study has the following findings: (1) The service quality of customer cognized in malls and will affect relationship quality. (2) From computer malls’ perspective, involvement will affect moderately the relationship between service quality and satisfaction and trust; From internal stores’ perspective, involvement will affect moderately the relationship between service quality and relationship quality. (3) The customer perception of service quality in computer malls and internal stores are related. (4) The customer perception of relationship quality in computer malls and internal stores are related.