Relational bonds, customer engagement, and service quality

ABSTRACT

Relational bonds represent a vital concept in relational marketing. Past research indicates that it can increase customer satisfaction and foster WOM. Although relational bonds have been shown to provide a long-lasting competitive advantage, the theoretical mechanisms underlying these relationships are less clear. This study investigates the relationships among relational bonds, customer engagement, service quality, satisfaction and WOM. A structured, self-administered questionnaire was distributed to customers who received aesthetic medicine services from a large medical center in Taiwan. The survey yielded 500 usable responses, with a response rate of 98.61%. The partial least squares method was utilized to obtain parameter estimates and test proposed hypotheses. Measurement accuracy was assured given satisfactory reliability and convergent/discriminant validity assessments, and all hypotheses were supported. The results indicate that relational bonds affect the extent of customer engagement, which in turn influences service quality. Service quality also leads to customer satisfaction and WOM.

摘要

關係結合方式是關係行銷中的重要概念，過去的研究指出關係結合方式可以提高顧客滿意度及口碑效果。雖然關係結合方式已被證明可以提高競爭優勢，但這些關係背後的理論機制尚不清楚。本研究探討關係結合方式、顧客投入、服務品質、滿意度及口碑之間的關係。研究對象是在台灣大型醫療中心接受美容醫療服務的顧客，共回收500份有效問卷，有效回收率為98.61%。採用結構方程式PLS方法作為分析工具，衡量結果具有信度與效度，並且支持所有的假設。研究結果指出關係結合方式會影響顧客的投入程度，進而影響服務品質的認知。另外，透過服務品質將可提高顧客滿意度和口碑效果。

關鍵詞:

• 關係結合方式
• 顧客投入
• 服務品質
• 滿意度
• 口碑效果
• 醫療服務產業

KEYWORDS:

• Relational bonds
• customer engagement
• service quality
• satisfaction
• word of mouth
• healthcare service industry

Disclosure Statement

No potential conflict of interest was reported by the authors.