Relationship Quality, Customer Positive Affect, and Customer Voluntary Performance

• Main Authors: Hsiu-yun Huang, 黃秀雲
• Other Authors: Bin-Tsann Yang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/e698sn

碩士 === 中國文化大學 === 全球品牌與行銷碩士在職學位學程 === 105 === In a hyper-competitive business model, the marketing strategy of the enterprise has been transformed from the previous production-oriented to the present customer-oriented order. Given that the enterprise service staff and the customers’ relationship quality will influence the enterprise’s overall relationship quality evaluation from the point of view of customers, the customers’ willingness to share ideas and suggestions with the enterprise for improvement is the critical factor to enhance the enterprise’s competitiveness. Therefore, the main purpose of this study is: 1. to examine the link between relationship quality and customer voluntary performance relationship model, 2. To consider the customer positive affect as an intervening variable and survey the link between relationship quality and customer voluntary performance. The subjects in this research are the customers of a well-known hair salon chain store. Proceeding with a questionnaire survey, 500 questionnaires were recovered and after putting aside 73 invalid ones, a total of 427 questionnaires were analyzed. The following results have been found through analysis:1. The element of trust in Relationship Quality shows a positive correlation with the elements of loyalty and participation in Customer Voluntary Performance. Meanwhile, the element of promises in Relationship Quality also shows a positive correlation with the elements of loyalty and participation in Customer Voluntary Performance, and the element of satisfaction in Relationship Quality shows a positive correlation with the elements of loyalty and cooperation in Customer Voluntary Performance. 2. Elements such as trust, promises, and satisfaction in Relationship Quality will affect elements such as loyalty, cooperation, and participation in Customer Voluntary Performance through the Customer Positive Affect.