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

[[abstract]]隨著經濟、醫療技術與生物技術的進步，消費者對於美的需求與日俱增，醫美產業成為近年來台灣重要產業之一，市場上競爭也非常激烈，因此如何維繫與顧客的關係，培養忠誠的顧客群，是醫學美容產業要面對的挑戰及重要課題。而在服務傳遞的過程中，顧客的自發行為能有益於企業提升服務效益或品質的行為。本研究根據顧客自發行為理論、關係連結及轉換成本，提出一研究架構，並以醫學美容產業為研究對象，此外也驗證轉換成本及顧客滿意度對於關係連結與顧客自發行為是否具有中介效果，並納入性別、年齡、醫學美容療程做為控制變數，一同在研究中探討。資料蒐集方法是以便利抽樣為主，針對台北、桃園、台南及高雄地區的連鎖醫學美容診所內有過醫學美容經驗的消費者進行探討，共取得426份有效樣本。本研究以結構方程模式(SEM)驗證研究假設，經由實證得出以下結果：(1)關係連結會正向影響轉換成本、顧客滿意度及顧客自發行為；(2)轉換成本會正向影響顧客自發行為；(3)顧客滿意度會正向影響顧客忠誠及顧客合作，但對顧客參與沒有顯著影響；(4)轉換成本對於關係連結與顧客自發行為具有部分中介效果。 本研究結果顯示企業提高顧客的滿意度只能增加顧客忠誠及合作行為，但藉由提高顧客的轉換成本，能同時增加顧客忠誠、合作及參與行為。因此企業提高顧客的轉換成本，能使顧客難以轉換服務提供者並能做出更多有益企業的自發行為。[[abstract]]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