The Research of Relationship Value and Customer Voluntary Performance

• Main Authors: Chia-Sui Sung, 宋佳穗
• Other Authors: Bin-Tsann Yang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/16432133979697097856

碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === The main goal of corporations is to continuously keep in touch with customers, and the best way to keep in touch with customers is to provide them with the value they need. As a result, the level of relationship value will influence customers’ behavior. In order to broaden the knowledge base of relationship value, it is my aim to use it as the independent variable to explore the relationship between relationship value and cus-tomer voluntary performance, and take a further step to clearly depict their relationship through mediating mechanism - customer satisfaction. In this study, hospitals and clinics in northern part of Taiwan are selected as my focal sample, and 425 effective sample observations are collected. I try to verify the conformability of the causal paths of the variables to my hypotheses through LISREL. The empirical results show that the degree of relationship value is significantly and positively related to customer satisfaction and customer voluntary performance. In addi-tion, customer satisfaction is significantly and positively related to customer voluntary performance.