The Effects of Customer Retention Strategies on Integrated Model of Behavioral Intentions-AStudy of a Security in Taiwan

• Main Authors: Ming-Chang Lai, 賴明昌
• Other Authors: Sen-Kuei Liao
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/43788764701664908046

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 91 === Most of the past studies of service marketing take consumer view but less takes industrial view. Their constructs mostly adopt service quality, customer satisfaction, and price. From the industrial high-level interview, we know factors that affect customer retention are service quality, price, and image, so the constructs that the psat studies adopt are not enough. Varki and Colgate add price into their study of the integrated model of behavioral intentions according the lack of the past studies but their study still lack image. Grönroos proposes customer retention strategies that include service, core product, price, and image and the four customer retention strategies cover more and complete constructs. Grönroos’ customer retention strategies not only covers the outcomes of security interview but also fetch up the lack of Varki and Colgate’s model.What’s more, it causes this study to adopt Grönroos’ four customer retention strategies and Varki and Colgate’s integrated model of behavioral intentions. As a result, this study decides to use four strategies to discuss the effects on behavioral intention by the mediators relationship quality and customer value. This study uses LIREL 8.51 as the tool to discuss causal model. The reliability, validity, and quality indexes of this model are very good. Finally, this study uses analysis of variance to proceed analysis according to customer characteristics. The conclusions are as follows： First, service and image have positive effects on relationship quality and customer value. Second, price doesn’t have a positive effect on customer value. Third, relationship quality and customer value have positive effects on behavior intention. Fourth, price is the most minded factor by customers, but service has the most important effect on customer behavioral intentions. It demonstrates that price doesn’t necessarily win customer’s loyalty. Fifth, industry type, area, and position of decision maker affect the total evaluation of security service and core product.