關係連結對挽回流失顧客影響之研究－－以零售服務業為例

The Effect of Relationship Bonding on Customer Reacquisition-- Retailing as Example

對於流失顧客挽回的研究，在行銷領域中尚未被重視，國內外相關的研究並不多見。但其重要性不亞於保留現有顧客與開發新客源，所以原先零售服務業者如何藉由關係連結來挽回流失顧客，讓流失顧客能再次信任與依附，進一步產生忠誠，為本文之研究目的。為了補足以往僅以論述性討論或數學公式計算研究之不足，因此採用問卷調查之實證分析方式，選擇曾具有對零售業者流失經驗的消費者作為受訪樣本，採人員與網路問卷兩種調查方式，總計回收有效問卷數共394 份，無效問卷共26 份。本研究主要採用線性結構模式，再經由測量模式與結構模式來建立本研究之理論模式，深入探討財務、社會和結構連結，如何影響流失顧客挽回之程度，以及流失顧客對原先服務提供者的再次信任、感情依附、態度忠誠與行為忠誠之看法，並進一步分析模式各構念間的直接效果與間接效果影響。結果顯示僅財務連結對流失顧客挽回具有正向顯著的影響，且流失顧客挽回對於再次信任的影響大於對感情依附的影響，由此可知挽回的顧客大多是以理性的態度願意再度信任原先的服務提供者，然而，本研究重要的發現為再次信任對行為忠誠影響大於對態度忠誠之影響。相反地，感情依附對態度忠誠影響大於對行為忠誠之影響。因此瞭解到要使流失顧客有真正態度忠誠，仍須使其產生感情依附，才不會再次流失。最後，依據上述研究結果提出對學術理論與實務管理上之建議與未來研究方向，供學界與業界之參考。

Regarding to the research of customer reacquisition, it has not been emphasized in the marketing researches. But its importance is not inferior to the retention existing customer and development of the new customers. Therefore, the original retailer how to use relationship bonding to retrieve the lost customers, so the lost customer retrust and attach once again, to further generate loyalty, for the purpose of this study. In order to make up formerly insufficiency of the discussion or the mathematical formula computation research, the empirical study of the questionnaire survey is adopted. By choosing the customers who used to deal with the retailer as samples and using the personnel and the online surveys, total effective questionnaires are 394, invalid questionnaires are 26. This research mainly uses the structural equation modeling (SEM) through measurement model and structural model to establish the theoretical model. Discuss the financial bonds, social bonds, structural bonds, and how they affect the level of customer reacquisition, the view of the retrust, emotional attachment, attitude loyalty and behavior loyalty from lost customers on former service providers. Furthermore, analyze the direct effect and the indirect influences on the constructs. The result shows only the financial bonds has positive significance influence, also customer reacquisition has more influence on retrust than emotional attachment. Therefore, the most lost customers are willing to trust again the former service provider by rational attitude. Nevertheless, this research finds out the important discovery that retrust to behavior loyalty has more influence than to attitude loyalty. On the contrary, emotional attachment to attitude loyalty has greater influence to behavior loyalty. Consequently, it shows that making emotional attachment is necessary for the lost customers to show their real attitude loyalty. Finally, the above finding results could have some contributions to the academic study and the practical field.