| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 94 === In an era where market competition is keen and customer loyalty is decreasing, it has been a top priority for an enterprise to grasp customers’ properties and to cultivate a long-term and good relationship with them. The relationship between beauty-care service industry and customers depends on the continuously interactive process between beauty-care commissioners and customers. Therefore, if a business owner can promote its relationship with its customers effectively, enhancing the satisfaction and loyalty that the customers hold toward the business owner, the customers will never embrace the business owner’s competitors easily. Thus, the customer benefits that Relationship Marketing brings in addition to core services and products have also form competitive advantages to enterprises, and such advantages are difficult to be imitated (McKenna, 1991).
The main purposes of this study are: 1.Review the model of the relationship between relationship benefits and customer voluntary performance. 2. Based on perceived support for customers as the intermediary variable, review the relationship between relationship benefits and customer voluntary performance. The research sample is conveyed by a questionnaires survey from customers of the beauty solon in Taipei.The result came to 256 transversely effective samples. By the examination of descriptive statistics analysis, CFA , reliability analysis, correlation analysis, and LISREL.
The results of this study suggest that: 1. Confidence benefits are positively related to perceived support for customers, loyalty behaviors, participation behaviors. Confidence benefits and cooperative behaviors have no positive relations; however, through the intermediary results by perceived support for customers, confidence benefits can make cooperative behaviors represent positively related. 2. Social benefits have no positive relation with perceived support for customers, loyalty behaviors, participation behaviors and cooperative behaviors 3. Benefits of special treatment and perceived support for customers represent positively related. Benefits of special treatment have no positive relation with loyalty behaviors, participation behaviors and cooperative behaviors; however, through the intermediary results by perceived support for customers, benefits of special treatment can make cooperative behaviors and participation behaviors represent positively related.
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