知覺價值和售後服務對滿意度、承諾及顧客關係績效的影響－－空調產業的實證結果

The Effect of Perceived Value and After-Sale Service on Satisfaction, Commitment, and Customer Relationship Performance - Evidence from the Air Conditioning Industry

當產品差異性日漸縮小之際，空調業者為取得競爭優勢必須拋棄過去過度重視產品研發的思維，而代之以找出影響顧客關係管理績效的因素，並分析若能讓顧客與廠商間產生好的顧客關係績效，是否就能降低他們對價格的敏感度。本研究鎖定台灣地區曾經選購過空調產品的消費者，經過一個半月的問卷回收期，共取得有效問卷289份。本研究透過結構方程模式來驗證研究假設是否成立。研究結果發現消費者對空調產品的知覺價值與售後服務對其滿意度及承諾有正向顯著的影響。而消費者對空調產品的滿意度與承諾對其與廠商關係長度與關係廣度的維繫也有正向顯著的影響。根據研究結果，管理意涵、研究限制以及未來研究建議也一併討論。 As product differences are increasingly shrinking, the air conditioning industry has to get rid of the thinking of overly focusing on product development and instead to find out the factors influencing customer relationship management in order to decrease customers' price sensitivity. The population in this study are those consumers who have ever purchased air conditioning products. 289 valid questionnaires were collected during a period of one and a half months. Structural equation modeling was conducted to examine the relationship among latent variables. The study finds that both perceived value and after-sale service all have a positive effect on satisfaction and commitment. And, both satisfaction and commitment also have a positive effect on relationship length and relationship breadth. Based on the results, the study discusses managerial implications along with research restrictions and future directions for research.