The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains
碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === With economic, medical technology and biotechnology change, consumers are increasing demand for beauty; Aesthetic medical industry has become an important industry in Taiwan. It is therefore critical for aesthetic medical to maintain good relationships wi...
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ndltd-TW-101NKIT56910232017-04-19T04:31:48Z http://ndltd.ncl.edu.tw/handle/07074278415448779314 The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains 關係連結與顧客自發行為關係之研究-以連鎖醫學美容為例 Ai-Zhu Zhuang 莊愛珠 碩士 國立高雄第一科技大學 行銷與流通管理研究所 101 With economic, medical technology and biotechnology change, consumers are increasing demand for beauty; Aesthetic medical industry has become an important industry in Taiwan. It is therefore critical for aesthetic medical to maintain good relationships with existing customers and gain their loyalty. Customer voluntary performance refers to support the ability of the firm to deliver service quality. This study is grounded in theory of customer voluntary performance and adds relationship bond and switching costs. The research model is tested in aesthetic medical service industry. Using snowball and convenience sampling in this study and 426 valid questionnaires were received. Structure Equation Modeling techniques were employed to test hypotheses. The major research findings are that firstly, relationship bonds positively affect switching cost, customer satisfaction and customer voluntary performance. Secondly, switching cost positively affect customer voluntary performance. Third, customer satisfaction positively affects customer loyalty and customer cooperation, but fails to impact customer participation. Finally, switching cost has a partial meditating effect between relationship bonds and customer voluntary performance. The results of this study show that companies improve customer satisfaction can only increase customer loyalty and customer cooperation , but by raising customer switching costs, while increasing customer loyalty, customer cooperation and customer participation. Therefore, companies improve customer switching costs, not only make customers difficult conversion service provider but also make customers to do more voluntary performance. Jing-Fuh Yang 楊景傅 2013 學位論文 ; thesis 84 zh-TW |
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碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === With economic, medical technology and biotechnology change, consumers are increasing demand for beauty; Aesthetic medical industry has become an important industry in Taiwan. It is therefore critical for aesthetic medical to maintain good relationships with existing customers and gain their loyalty. Customer voluntary performance refers to support the ability of the firm to deliver service quality.
This study is grounded in theory of customer voluntary performance and adds relationship bond and switching costs. The research model is tested in aesthetic medical service industry. Using snowball and convenience sampling in this study and 426 valid questionnaires were received.
Structure Equation Modeling techniques were employed to test hypotheses. The major research findings are that firstly, relationship bonds positively affect switching cost, customer satisfaction and customer voluntary performance. Secondly, switching cost positively affect customer voluntary performance. Third, customer satisfaction positively affects customer loyalty and customer cooperation, but fails to impact customer participation. Finally, switching cost has a partial meditating effect between relationship bonds and customer voluntary performance.
The results of this study show that companies improve customer satisfaction can only increase customer loyalty and customer cooperation , but by raising customer switching costs, while increasing customer loyalty, customer cooperation and customer participation. Therefore, companies improve customer switching costs, not only make customers difficult conversion service provider but also make customers to do more voluntary performance.
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author2 |
Jing-Fuh Yang |
author_facet |
Jing-Fuh Yang Ai-Zhu Zhuang 莊愛珠 |
author |
Ai-Zhu Zhuang 莊愛珠 |
spellingShingle |
Ai-Zhu Zhuang 莊愛珠 The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains |
author_sort |
Ai-Zhu Zhuang |
title |
The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains |
title_short |
The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains |
title_full |
The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains |
title_fullStr |
The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains |
title_full_unstemmed |
The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains |
title_sort |
relationships between relational bond and customer voluntary performance: evidence from aesthetic medical chains |
publishDate |
2013 |
url |
http://ndltd.ncl.edu.tw/handle/07074278415448779314 |
work_keys_str_mv |
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