| Abstract: | 本研究以PDA產業為例，探討實體環境、虛擬環境，及實體與虛擬環 境的整合，對顧客滿意度及品牌忠誠度之影響。另外，在探討環境因素對 於顧客滿意度與品牌忠誠度之關係時，則考慮「關係利益」之影響，分 為：「社會性利益」、「信心利益」、「依賴利益」及「轉換利益」四項 因素，亦即PDA產業的經營者透過環境因素，使消費者感受到四種關係利 益，進而產生顧客滿意度及品牌忠誠度。環境構面分為：「實體環境」、 「虛擬環境」及「整合實體與虛擬環境」三項。實體環境構面分為：「實 體售後服務因素」、「實體購買氣氛因素」以及「實體溝通傳播因素」三 項虛擬環境構面則分為：「虛擬溝通傳播因素」、「網站服務因素」及 「網站設計因素」三項，實體與虛擬環境之整合分為「整合因素-溝通與 服務」及「整合因素-購買氣氛」。 透過本研究實證結果：實體經營環境、虛擬經營環境以及整合實體與 虛擬環境對於關係利益之影響皆為部份支持。關係利益則能夠正向影響顧 客滿意度，另外關係利益對於品牌忠誠度的影響則為部份支持。最後，本 研究利用集群分析，將擁有PDA之消費者區分為兩集群，分別是重視虛擬 環境以及整合實體與虛擬環境的「虛擬暨整合型」，以及重視傳統實體環 境的「實體購買型」。PDA之經營者對於兩種集群之消費者，可針對其所 重視屬性之不同，擬定出不同的行銷策略，滿足消費者的需求，使消費者 願意與經營者建立關係，彼此從關係中獲益。
This study by taking PDA industry as an example discusses the influence of the physical business environment, virtual business environment, and the integration of Clicks-and —Mortar Business Models upon customer satisfaction and brand loyalty. On the other hand, in discussing the relationship between the environment factors, and customer satisfaction and brand loyalty, we will take into consideration the influence of “Relationship Benefit”, which can be classified into four factors-- social benefit, confidence benefit, dependence benefit, and switching benefit. Namely, managers of PDA industry through environment factors make customers feel these four relationship benefits and consequently generate customer satisfaction and brand loyalty. There are three types in environment factors---physical environment, virtual environment, and integration of Clicks-and-Mortar. Among them, physical environment factors can be divided into three types ---physical after-sales service factor, physical purchase atmosphere factor, and physical communication factor. On the other hand, virtual environment can be categorized into three types of virtual communication factor, website service factor, and website design factor, and integration of Clicks-and-Mortar can further be classified into integration factor--communication and service, and integration factor--purchase atmosphere. The main findings of this study suggest the influence of physical environment, virtual environment, and integrated environment upon relationship benefits supports our hypothesis partially, the relationship benefit affects customer satisfaction positively, and the relationship benefit affects brand loyalty partially. Last but not least, we use cluster analysis to separate customers who have PDA in two groups. The customers who in the first group emphasize virtual and integration of Clicks-and-Mortar belong to virtual and integrated style, and the customers who in the second group give weight to traditional physical environments belong to physical purchase style. The managers in PDA industry may make different marketing strategies to meet customers’ needs to make them want to build relationship with managers, and both of them gain benefits from the relationship. |
