關係利益對再購意願影響之研究

This research aims to provide service providers with an efficient marketing strategy to compete in the highly competitive business environment. It serves to understand how social benefits, special benefits and confidence benefits which customer actually get, can affect their repurchase intention via feeling of gratitude, trust and commitment. From the conclusion drawn, service providers can invest in the relationship benefits which customers consider the most important and would be more willing to repay themselves in this relationship directly. By enhancing the most important relationship investment, service providers can then increase customers’ repurchase intention, reduce the cost of marketing and allocate resources in a more efficient way. This study employed questionnaire survey and statistic analysis to validate the proposed research model. The sample population consists of those customers who have consumed in the hair, medical cosmetic, massage, repair service and information service industries; out of the 261 questionnaires collected, 253 are effective. The result from the measurement model analysis showed that this research is highly valid, reliable and consistent, and result from the structural model analysis showed that the proposed research model fit the sample data very well. After the hypotheses testing, we found that part of relationship benefits has significant direct influences on feeling of gratitude, trust and relationship commitment. Moreover, feelings of gratitude and relationship commitment have positive impacts on repurchase intention. We also found that special benefit has the largest indirect impact on repurchase intention.