| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 94 === The maintenance of customer relationship is emphasized by the company all the time. Loyal customers are vital capital in the company. According to the 80/20 law managers pay more attentions to the major customers and develop them actively. In order to achieve the goal of maintaining the customers, managers seek the relationship marketing tools such as loyal programs and awarded programs to create the biggest customer benefits. In the keen competition environment, suppliers offer similar relationship marketing tools to increase customers’ rights and interests, they hope to attract customers via the beneficial temptation, but they ignore the likely hindrances that lead to the failure in the relationship maintaining process. Owing to the lack of the hindrance research this research try to develop the relationship barriers based on the relationship marketing theory. The relationship barrier structure includes keep-up barrier, time barrier, attractiveness barrier, personal loss barriers, and opportunity barriers. Besides, the cause and effect research among relationship barriers, customer satisfaction, perceived values, and customer voluntary performance behavior including loyal behavior, corporation behavior, and participating behavior is discussed in this paper. The research industries including hypermarkets and online shopping stores are selected by the one that using the relationship marketing tool generally. The real and virtual environment will be compared via the research analysis. There were six hundred questionnaires delivered to the objects. The linear structural relations were adopted in the analysis.
According to the verified results, the difference of barrier types is existed in the real hypermarket and the virtual shopping website and the barriers will affect the customer satisfactions and perceived values directly and indirectly. The cause and effect relationships can be described as follows:
1.The relationship barriers toward the customer satisfaction: in the hypermarket, keep-up and opportunity barriers will affect customer satisfactions in the negative direction directly and other barriers are indirectly. In the shopping website, time and attractive barriers will affect customer satisfaction in the negative direction directly and others are indirectly.
2.The relationship barriers toward perceived values: in the hypermarket, maintaining, time, attractiveness, and opportunity barriers will affect the perceived values in the negative direction directly and the same result will occur in shopping website except for the time barrier.
3.The perceived value toward the customer satisfaction: the positive relationship between perceived value and the customer satisfaction is existed in both hypermarket and shopping website directly.
4.The customer satisfaction toward customer voluntary performance behavior: there is a positive relationship among customer satisfaction, loyal behavior, and participating behavior in the hypermarket. Instead of the participating behavior, customer satisfaction will affect loyal and cooperation behavior in the positive direction directly.
5.The perceived value toward the customer voluntary performance behavior: the positive relationship between perceived value and the customer voluntary performance behavior is existed in both hypermarket and shopping website directly.
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