The Relation of Commercial Friendships on Service Quality，Customer Satisfaction and Customer Loyalty：An Empirical Study of Manufacturing`s IT Employees

[[abstract]]關係行銷概念起源於1960年代北歐各國的工業或組織市場行銷，此一概念主要是希望藉由互惠而達到與每位顧客建立持續不斷之長期友好關係。且重視公司與公司(B2B)長期友好關係的發展及維持。服務提供者與顧客間所發展的商業友誼也是一種重要的行銷關係，所以可透過其服務品質，顧客滿意，顧客忠誠的關係檢驗來了解商業友誼的重要性。 本研究以資訊服務業對製造業的資訊人員所提供之服務來探討商業友誼對服務品質，顧客滿意，顧客忠誠的影響關係。以製造業的資訊人員當作研究母體，採問卷調查500位顧客，共回收有效樣本325份，研究結果發現：(1)資訊服務業運用商業友誼對服務品質有正面影響關係，(2)資訊服務業運用商業友誼對顧客滿意有正面影響關係，(3)資訊服務業運用服務品質對顧客忠誠有正面影響關係，(4)資訊服務業運用顧客滿意對顧客忠誠有正面影響關係，(5)資訊服務業運用商業友誼對顧客忠誠有正面影響關係。 根據本研究實證結果指出，商業友誼對顧客關係知覺及顧客忠誠有正面顯著影響，其意謂著服務業者在關係行銷工具的投資愈多，對顧客關係知覺及顧客忠誠的影響愈大。因此，建議業者在擬定行銷策略上應強化關係行銷工具之應用，以收顧客忠誠之效。 後續研究建議可從消費者之觀點去探討關係行銷工具，以了解雙方對該商業友誼認知的不同。且本研究僅探討消費者受到其所提出的行銷方案之影響。而對於採購者而言，可能有更具誘惑力之行銷方案或價格，因此，建議可從企業後勤管理之觀點去探討是否為一變數，以更了解關係行銷認知的不同。 關鍵詞；商業友誼、服務品質、顧客滿意、顧客忠誠[[abstract]]The emergence of relationship marketing can be traced back to the marketing used by the industries or organizations in different countries of North Europe in the 1960’s This concept mainly pursues sustainable and long-term friendship with each customer through mutual benefit It also emphasizes the development and maintenance of a long-term business-to-business (B2B) friendship The commercial friendship between service provider and customers is also an important marketing relationship Therefore it is hoped that through the inspection of the relationship among service quality customer satisfaction and customer loyalty the importance of commercial friendship can be understood Therefore taking the services provided by the information service industry to the information employees of manufacturing industry this study investigates the influence of commercial friendship on service quality customer satisfaction and customer loyalty and how commercial friendship is related to these three aspects Taking the information employees of manufacturing industry as the population the study conducted a questionnaire survey of 500 customers and 325 effective samples were collected The research results show that: (1) The application of commercial friendship by information service industry has positive influence on and positive relationship with service quality (2) The application of commercial friendship by information service industry has positive influence on and positive relationship with customer satisfaction (3) The application of service quality by information service industry has positive influence on and positive relationship with customer loyalty (4) The application of customer satisfaction by information service industry has positive influence on and positive relationship with customer loyalty (5) The application of commercial friendship by information service industry has positive influence on and positive relationship with customer loyalty According to the empirical-based research results of this study commercial friendship has positive significant influence on the perception of customer relationship and customer loyalty It implies that if a service provider puts more investment on relationship marketing tools the influence on the perception of customer relationship and customer loyalty will be greater Therefore it is suggested that in the drafting process of marketing strategies the application of relationship marketing tools should be strengthened so as to achieve the effectiveness of customer loyalty It is suggested that subsequent studies can be made to investigate the relationship marketing tools from the viewpoints of customers in order to understand the different cognitions of commercial friendship by both parties This study only investigates the influence on consumers by the proposed marketing projects However to purchasers there may be more attractive marketing projects or prices Therefore it is suggested to investigate whether it is a variable by taking the viewpoint of business logistics management so as to further understand the different cognitions of relationship marketing Keywords: commercial friendship service quality customer satisfaction customer loyalt