Studying the Effect of Customer Relationship Management Efforts on Customer Retention – The Case of Gas Stations

[[abstract]]顧客關係管理對顧客保留影響之研究- 以加油站為例 摘 要 近年來國際原油價格屢創新高，在邁向自由化競爭壓力下，加油站經營因土地及租金成本增加，再加上降價及贈品促銷等競爭手段白熱化，使得加油站經營逐漸走向微利時代，可以預期加油站業者將透過「顧客保留」的方式來增加加油站的營收，惟，在顧客關係管理之範疇內，影響顧客保留的關鍵因素為何？是「關係行銷工具」或「顧客關係知覺」？抑或兩者皆有之？實乃加油站業者極需瞭解之議題。本研究遂進行了解「關係行銷工具」與「顧客關係知覺」對「顧客保留」之影響，進而提供加油站業者在擬定「顧客保留」行銷策略方面之建議。 本研究在回顧相關文獻後，針對嘉義以南之民眾，採用問卷發放方式蒐集資料，有效樣本數總計366份，以SPSS for windows軟體，進行實證調查分析「關係行銷工具」、「顧客關係知覺」與「顧客保留」之關聯性。其實證結果如下： 一、加油站運用關係行銷工具對顧客保留有正面影響 二、加油站運用顧客關係知覺對顧客保留有正面影響 三、加油站關係行銷工具對顧客關係知覺有正面影響 四、顧客關係知覺對顧客保留具中介效果 基於本研究實證結果，特對加油站業者提出實務建議如下： (一)、會員優惠之提升。 (二)、員工教育訓練之加強。 (三)、品牌信任之建立。 (四)、關係行銷工具與顧客關係知覺之運用應同時並進 關鍵詞；顧客關係管理、關係行銷工具、顧客關係知覺[[abstract]]Abstract The international price of crude oil continuously hits new degree of price in recent years under the competitive pressure of marching toward liberalization the gas station is difficult to manage because of the land and rent cost increased in addition discount and gift are promoted etc the competitive method is fierce that makes the gas station moving towards the era of the tiny profit gradually It can be expected that the gas station will increase profit through the way of “customer retention” However what’s the key factor to influence “customer retention” in the category of customer relationship management? Is it “relationship marketing instruments” or “customer's relationship perceptions”? Or even both? Those are topics that gas station indudtry needs to understand urgently It expects to afford suggestions by this research to understand the influence to “customer retention” by “relationship marketing instruments” or “customer's relationship perceptions” for gas stationre to submit strategies of “customer retention” According to the relevant documents and references in the past The research uses the method of survey in southern of Chia-yi to collect data and analyze the relationship among “relationship marketing instruments” “customer's relationship perceptions” and “customer retention” The usable samples are 366 totally with software of SPSS for windows applied The results are showed as following 1 It has the positive influence to “customer retention” if gas station using “relationship marketing instruments” 2 It has the positive influence to “customer retention” if gas station using “customer's relationship perceptions” 3 It has the positive influence to “customer's relationship perceptions” if gas station’s “relationship marketing instruments” 4 “Customer's relationship perceptions” has intermediary effect to “customer retention” According to the results of This research We would like to propose the suggestions showed as followings to gas station owner 1 Increase premium for associated members 2 Strengthen education and training for employees 3 Build the credibility of brand 4 “Relationship marketing instruments” and “customer's relationship perceptions” should be applied simultaneously Keywords：Relationship marketing instruments Customer's relationship perceptions Customer relationship perception