博物館顧客關係策略、顧客價值與顧客滿意度之關聯性研究

Abstract

本研究從顧客導向的觀點，擬定傳統關係策略與新服務連結二大變數，探討其對顧客滿意度的相關性及影響，並探討顧客價值的中介效果。研究結果發現：(1)傳統關係策略對顧客滿意度有顯著正向的影響；(2)新服務連結對顧客滿意度有顯著正向的影響；(3)顧客價值在傳統關係策略對顧客滿意度的影響具部分中介效果；(4)顧客價值在新服務連結對顧客滿意度的影響具部分中介效果。 由本研究的結論來看，博物館的傳統關係策略跟新服務連結與顧客滿意度都有正向關係，因此博物館管理者除致力於運用傳統關係策略提升顧客滿意度外，也不能忽略新服務連結策略的運用，且在制定管理策略時，並應注意增強互動溝通、客製化服務以產生更多顧客價值，更全面做好顧客關係管理。

This study, taking customer-oriented point of view, examined how the traditional relationship strategies and the new service bonds affected customer satisfaction, and the mediation of customer values on the effects. The results showed that: (1) traditional relationship strategies has a significant positive impact on customer satisfaction；(2) new service bonds have a significant positive impact on customer satisfaction；(3) customer values partially mediated the relationship between traditional relationship strategies and customer satisfaction; and (4) customer values also partially mediated the relationship between the new service bonds and customer satisfaction. According to the above results, museum managers can work to improve performance by using not only traditional relationship strategies but also new service bonds to improve customer satisfaction. Moreover, in order to be more comprehensive on customer’s relationships, museum management should work to increase the customer values by using interactive communications and customized services.