The Relationships between Relational Bond and Customer Voluntary Performance: Evidence from Aesthetic Medical Chains

• Main Authors: Ai-Zhu Zhuang, 莊愛珠
• Other Authors: Jing-Fuh Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/07074278415448779314

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.