A Study on the Interaction among Service Package Price Sensitivity and Customer Relationship

[[abstract]]緣起1975年，量販店在台灣開始萌芽發展，近三十餘年來經由廠商的不斷學習與政府推動商業現代化而快速發展，已然趕上歐美先進市場的腳步，在台灣地狹人多購買力極強的情況下，現階段便利商店的密度維持亞洲第一，而量販店密度為第二，僅次於南韓。近年來，台灣經濟景氣在諸多外在與內在因素影響下，有逐漸下滑的趨勢，無論是產業界或是消費者本身，皆有減少消費性支出的傾向，是以流通業處於空前競爭的環境，業者若想要在市場上佔有一席之地，建立起持久的競爭優勢，如何有效運用各量販店的資源，在套裝服務的建構下，兼顧顧客的價格敏感，進而有效維持顧客關係，促使顧客願意持續性購物消費，遂成為企業能否繼續經營的重要關鍵因素。 企業若要永續經營，就須要設法不斷的去開發新客戶，並極力保有原有顧客。為了拉攏與顧客間的關係，業者有時必須增加其服務項目，形成為套裝服務，然此種套裝型式，也許會增加成本，讓業者不得不將成本分攤在顧客身上，是以顧客可能需多掏腰包。設若顧客主動表明或基於其價格敏感，對業者或店家提出，不一定要安排如此多的服務項目，只要將核心服務作妥即可，而省下的成本，就可轉換為對顧客售價方面的減降。因此，本研究希冀能深入探討業者在整體套裝服務的建構下，如何於消費者對商品價格的敏感，建立顧客關係。 依據分析，本研究對於量販店業之實證結果顯示出：套裝服務對顧客關係及價格敏感具有顯著的正向關係，另價格敏感對顧客關係亦具有顯著的正向關係。且套裝服務對顧客關係並不會受到價值意識之中介效果影響。但套裝服務對顧客關係會受到折價傾向之中介影響。更有價值的發現是套裝服務中僅「支援設施」構面會因價格意識之中介效果對顧客關係產生影響。另促銷傾向亦會對套裝服務與顧客關係產生中介效果之影響。[[abstract]]Hypermarkets initially began to develop in Taiwan since 1975 In the past 30 years it has already caught up with the current trend of the advanced markets in America and Europe because of manufacturers' consistent innovation and the impetus of government's business modernization With limited nature resources and large number of population in Taiwan many people still have higher purchasing power hence the density of the convenience store is the first place in Asia and the hypermarkets is the second just behind South Korea Recently Taiwan economy glides gradually affected by many external and internal factors no matter in industrial sectors or in consumer side they all have the tendency to reduce their expenditures therefore distribution industry is in more competition phrase If dealer wants to gain share and builds long-lasting competition advantage in the market How do they effectively use hypermarket's resources and give consideration to the customer's price sensitivity under one service package maintain availability of customer's relationship and impel customer to shop constantly among all become the critical key factor of enterprises that could continue to operate and gain in the market If enterprises want to stand in the market for good they must try to explore new customer source In order to draw more new customers and retain old customer relation dealers somehow have to innovating service items and we call it service package However service package increase the operation cost and dealers may transfer cost into their customers then customers probably need to pay more If customers address to dealers that they don't need so many service items just essential core services are good enough whether because of price sensitivity or based on customers subjective needs Moreover all the unnecessary services’ cost reduction can be switch to lower product price and apply benefit back to customers As a result the research wants to in depth discussion that how dealers create customer relationship on consumer’s sensitivity toward product price under whole service package According to analysis the research shows that service package has significant positive relationship on customer relationship and price sensitivity Price sensitivity also has positive influence on customer relationship Service package toward customer relationship can't be influenced by value consciousness intermediary effort but it will be influenced by coupon proneness The most valuable finding is that supporting facility in service package will have influence on customer relationship because of price consciousness intermediary effort sale proneness also has intermediary effort influence on service package and customer relationshi