The Study of the Influences of Customer Interaction and Media Synchronicity on Customer's Intimacy and Loyalty-An Example of Information Services Industry

[[abstract]]在台灣無論是在公車、捷運、火車、高鐵甚至走路在公共場合上，幾乎隨時隨地都可以看到有人在滑動他的手機，LINE 官網2014年四月公布，目前全球的使用人數已經突破4億，台灣的註冊用戶已經超過1700萬，全球最高一天裡面有100億筆訊息在傳送，所以在台灣訊息軟體的使用數量與普及程度已經相當的高。 在競爭激烈的資訊服務產業，如何與顧客建立長期的良好關係，與鞏固顧客忠誠度，是非常重要與關鍵的課題。由於近年來行動科技的進步，智慧型手機的普及與訊息軟體的大量地被運用，這種隨身、隨時、隨地、溝通方式多元的裝置，已經悄悄造成人與人之間互動方式的改變。過去數十年來，關係行銷的研究，大多引述Morgan and Hunt 的模式，以信任(trust)與承諾(commitment)為關係行銷的核心議題。關係行銷投資影響顧客忠誠度有許多關鍵因素，但較少以客戶親密感為主軸的深入探討，所以本研究以親密理論與媒體同步理論為基礎，去探討資訊服務商在顧客關係行銷的投資上，在顧客人際互動的強化、與媒體同步力的提升，對顧客親密感與顧客忠誠度的影響。 本研究以國內企業內部資訊窗口(平常需與公司外的資訊服務商接洽的人員)為研究對象(B2B)，以顧客的角度來觀察，總共收集了327份有效問卷，使用統計軟體SPSS與AMOS，透過結構方程模式來分析，研究發現：強化與顧客的人際互動、使用訊息軟體來強化媒體同步力，會正向提升顧客的親密感；而親密感的提升對於顧客忠誠度也有正向的提升作用。所以平常的小小互動看起來似乎沒有什麼，但是他們所累積效果卻是不容忽視與小覷的。最後依據研究結果提出研究結論，以及實務上與後續研究的建議。[[abstract]]In Taiwan no matter we are in the bus MRT (Mass Rapid Transit) train Taiwan High-Speed Rail or even walk in public places almost anywhere we can see someone sliding his cell phone Released in April 2014 LINE official website the current number of users worldwide are more than 400 million and registered users in Taiwan are more than 17 million and there are ever 10 billion pens message transmission in one day So message applications in Taiwan are very popular and used by the crowd In the competitive ICT services industry how to build long-term relationships with customers and consolidate customer loyalty is very important and critical Due to development of mobile technology the popularity of smart phones and message applications being used widely the interpersonal interaction has been gradually changing by this portable anytime anywhere multi-way communication device Over the past few decades the study of relationship marketing mostly citing Morgan and Hunt mode most research on relationship marketing focuses on trust and commitment About relationship marketing investment there are many key factors that influence customer loyalty but less depth customer intimacy as the main factor so this research is based on intimacy theory and media synchronicity theory exploring ICT service companies’ investments into relationship marketing gaining intimacy levels through interpersonal interaction and message interaction Then further discuss the effect of intimacy level on customer’s loyalty 327 valid questionnaires were collected from ICT contact windows of companies (B2B) and we analyzed the viewpoints of the customers using the statistical software SPSS and AMOS through structural equation modeling analysis The research found that interpersonal interaction and message interactive action positively affect customer intimacy and customer intimacy enhancement also has a positive effect on customer loyalty The usual small interaction seems nothing but the cumulative effect is that we can not be ignored Finally according to study findings some practical advice and follow-up studies suggestions are provide