2003直销产业顾昊客满意度与顾客忠诚度关系.docVIP

2003年第八届直销学术研讨会 直销产业顾客满意度与顾客忠诚度关系之研究 PAGE 244 PAGE 243 225 直销产业顾客满意度与顾客忠诚度关系之研究—以人口特质、生活型态及使用者类型为干扰变项 The Relationship Between Customer Satisfaction and Loyalty of Direct Selling Industry—with User Types, Demographic Characteristics and Lifestyle as Moderator Variables 陈　得　发　　 　　　　　　　　王　昭　雄 Der-Fa Robert Chen Jau-Shyong Wang 国立中山大学企管管理系　　　 　正修技术学院企管系 高雄市鼓山区莲海路70号　　 　高雄县鸟松乡澄清路840号　 TEL:(07) 5252000 ext 4621　 ／ 　TEL:(07) 7310606 ext 308 E-mail： HYPERLINK mailto:derfa@.tw derfa@.tw ／ E-mail： HYPERLINK mailto:wshyong0@.tw wshyong0@.tw 摘 要 直销是一种以人对人为主的产品销售方式，顾客满意及忠诚度对此产业而言，颇为重要。因此了解顾客的需求，提供完善个人化服务、开发潜在的顾客市场，是直销产业的当务之急。本研究利用因素分析、相关分析和二因子变异数分析，以直销产品使用者为实证对象，探讨顾客满意度与顾客忠诚度之关系，并将使用者类型、生活型态及人口统计变项视为两者间的干扰变量，以了解各构念间的影响关系。实证结果发现，受测者在使用者满意度与目前忠诚度上有显著正向关系；不同性别、使用者类型及生活型态会影响顾客满意度与顾客忠诚度之关系。 关键词：顾客满意度、顾客忠诚度、生活型态  Abstract Direct Selling(DS) is the sale of a consumer product or service, person-to-person. It is critical for the DS industry to obtain customer satisfaction and to retain customer loyalty. Thus, it is very important for the DS industry to find out the need of customer, to provide complete personalized service and to develop the potential market. This study used the statistical methods of Factor Analysis, Pearson Correlation Analysis and Two-Way ANOVA Analysis to probe the relationship between customer satisfaction and loyalty by introducing user types, demographic characteristics and lifestyle as the moderator variables to clarify their true relationship. The result indicates that customer satisfaction is significantly and positively associated with customer loyalty. The user types, demographic characteristics and lifestyle variables affect the relationship between customer satisfaction and customer loyalty. Key Words：Customer Satisfaction, Customer Loyalty, Lifestyle 直销产业顾客满意度与顾客忠诚度关系之研究—以人口特质、生活型态及使用者类型为干扰变项 壹、绪论 「直销」是一个被广泛讨论，但是常被误解的主题。有些人会把直销和直效行销(Direct Marketing)混淆，更有些人把直